What the UFC’s ‘best sponsorship year ever’ tells us about the present opportunities and risks in combat sports

In their full-year 2022 earnings call, parent company Endeavour expressed that the UFC had posted its “best sponsorship year ever in 2022, unlocking new categories and inventory to reach a fan base that grew double digits over 2021 in the U.S.” The UFC’s sponsorship success connects to the broader proliferation of combat sports in public view and sustained demand for live events following the pandemic.

Endeavour’s positive outlook for the mixed-martial arts company is well considered; the UFC’s TikTok following alone grew 55% year-over-year, with their social media accounts now projecting to an audience of over 220 million followers.