UFC Fight Pass

6x growth in 12 months, and sustained YOY growth


Global Markets





The Ask

Drive fan acquisition for, and awareness of UFC Fight Pass, UFC’s OTT subscription-based video streaming service.

The Result

FTF drove a 6x increase in subscriber base over the initial 12 months, with continued highly efficient growth year over year.

  • FTF pioneered the use of consumption behavior data to create highly targeted audiences, unlocking incredibly efficient audiences for use via paid media.
  • FTF built an end-to-end marketing stack for UFC Fight Pass that allows the team to quickly and easily shift budget across nearly 100 global markets based on broadcast rights, pricing, region interest and more.
  • FTF created a contest called “Fight Pass Fanatics” that went viral and are the fan based organically, and culminated with 8 winners coming to Vegas for UFC events and lunch with Dana White.