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Cunning lands £10m launch of Ultimate Fighting Championship

Cunning lands £10m launch of Ultimate Fighting Championship

Solution neutral creative agency Cunning has been hired to launch Ultimate Fighting Championship (UFC) in the UK. UFC conducted a review of creative agencies in the UK and the USA and selected Cunning to create and implement a cross-channel campaign that will span TV, radio, press, poster, viral, experiential, branded content, sponsorship and digital media. UFC is the world’s leading brand in the sport of Mixed Martial Arts (MMA). During the past 5 years UFC has become America’s fastest growing sport, routinely pulling in better ratings of the 18-34 year old male demographic than any other US sport, with the exception of the NFL. Its premier Pay Per View programming generates more revenue than any other sports programming. The UFC’s first live event in the UK in over 4 years will be at the M.E.N. Arena in Manchester on April 21st 2007. As well as being aired on Bravo, UFC will produce and manage UK PPVs for Setanta Sports. Marshall Zelaznik, UFC (UK) President says: “We’re delighted to be working with Cunning. They think way beyond conventional channels and their fresh and unique perspective is exactly what we need to launch the brand into the UK.” Cunning has developed a brand strategy that positions UFC as a full contact sport for the more intelligent audience. The new campaign will take the reality and excitement of UFC and express it using real fighters and a documentary-style approach, showcasing the athletes and what goes through their mind when they step into the Ultimate Fighting Championship.

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