WePlay UFC fight pass

WePlay win Best Marketing Strategy award with UFC at SportsPro OTT Awards 2022

Richard Baker

5th Dec 2022

three men taking a picture

WePlay is proud to have won the Gold award at the 2022 SportsPro OTT Awards in Madrid alongside our partners Ultimate Fighting Championships (UFC), in the Best Marketing Strategy category.

The award win is for our work with Ultimate Fighting Championship and the leading over-the-top (OTT) platform, UFC Fight Pass in 2022.

The 2022 SportsPro OTT Awards celebrates the pioneers of sports broadcasting, showcasing the most innovative organisations that continue to push the boundaries in the industry over the past year.

The Criteria for the Best Marketing Strategy Award

The organiser states in their judging criteria that the ‘Best Marketing Strategy’ category is awarded for a marketing approach that has driven awareness, affinity, engagement, and revenues around an OTT offering or an OTT platform that has been strategically used to drive increased revenue elsewhere within an organisation.

Our Brief with UFC Fight Pass

Following an exceptional year in 2021 for UFC Fight Pass – The UFC’s SVOD/OTT platform – WePlay was tasked with providing further global subscriber growth for the platform in 2022, with ambitious targets set for all departments.


The key focus for WePlay was on finding new audiences to drive incremental subscriber growth across the year, outside of the in-market/engaged UFC fans in key markets.

Finding solutions against macro-economic challenges

As of March 2022, the Russian sanctions put in place following the Ukrainian conflict saw us lose a significant percentage of our subscriber base following the SWIFT blocking, meaning growth targets were further threatened.

The task, therefore, was for us to increase the number of people subscribing to UFC Fight Pass, with core markets either saturated or blocked, in 2022.

We’re delighted that our efforts to address this challenge resulted in such positive results.

Huge credit goes to the WePlay and UFC Fight Pass teams who continue to conquer time differences and deliver excellence.

Well done to everyone involved and congratulations to the other winners too!

For more insight into our work with Ultimate Fight Championship, read our case study here

To learn more about UFC Fight Pass, visit their website here