WATConsult, the hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, has won the social media mandate for UFC, the mixed martial arts (MMA) organisation. UFC’s global roster features the best MMA athletes representing more than 65 countries around the world. The agency will service the brand from its Mumbai office.
As per the mandate, WATConsult will focus on providing a bespoke social media strategy for the brand in an effort to connect and interact with its fan base, including localisation, design, and implementation across UFC’s official Facebook and Twitter accounts.
Kevin Chang, Senior Vice-President, UFC, Asia, said, “There is tremendous opportunity for us to grow our fan base, and it is important we focus on a digital strategy that complements our live broadcasts on Sony Ten Networks. Given India’s interest and tradition in combat sports and the proliferation of social media, UFC and the sport of MMA are well-positioned to become mainstays in the country.”
Heeru Dingra, CEO, WATConsult, said, “Sports tournaments have always garnered maximum viewership whether on traditional or digital platforms. The brand, which has a humongous international appeal and widespread fan-following, has been witnessing considerable upsurge in the Indian market as well. With millions of viewers constantly catching up on UFC events, it, indeed, is going to be an interesting journey to help expand as well as sustain the brand’s footprints among its avid fan base.”
With more than 102 million followers across social media channels, UFC is a leading name in its arena and has been growing year-on-year. It is expanding in various parts of the world by opening new and untapped markets for itself. It has not only grown exponentially in terms of popularity among its audiences but has also surged in mainstream media coverage and in its total revenue.