Ultimate Fighting Championship Case Study

For more than five years, WePlay has been a trusted partner to UFC, the global market leader in combat sports.

Together, we help accelerate the worldwide growth of UFC Fight Pass, the sport’s flagship direct to consumer streaming platform. Collaborating closely with UFC’s internal teams, we drive international subscriber acquisition at scale while ensuring every campaign resonates culturally and authentically within each local market.

Working with UFC’s global and regional teams, WePlay develops a performance marketing framework built on data, technology and continuous learning.

Campaigns combine global acquisition strategy with local creative, language adaptation and fighter led storytelling, supported by deep audience and campaign analytics to understand behaviour across markets and segments.

Performance measurement and reporting sit at the core of the programme, with attribution and insight frameworks used to identify what drives conversion and where investment delivers the strongest return.

Alongside media activation, we lead ongoing conversion rate optimisation across landing pages and user journeys, refining the experience to improve efficiency and maximise subscriber value.

UFC Fight Pass is growing into a truly global subscription platform, reaching new audiences and driving stronger commercial performance across markets.

By combining data, technology and performance marketing, we are unlocking more efficient acquisition, improved conversion and scalable growth worldwide.