UFC deepens ties to Australia with more fights and NRL partnership

Australians can expect to see UFC fights on a more regular basis as the mixed martial arts juggernaut builds deeper relationships Down Under, including with the NRL.

Australians can expect to see UFC fights on a more regular basis as the mixed martial arts juggernaut builds deeper relationships Down Under, including with the NRL.

Hall-of-Famer, ex-light heavyweight champion and now Athlete Development vice president Forrest Griffin, told The Daily Telegraph how the UFC viewed Australia and New Zealand as “a really good fit” because both countries embraced a culture of fighting and competition.

As for the characteristics he saw in the 19 Australian fighters currently contracted to the UFC, Griffin replied: “It seems to be they are savages in the best possible way. They fight to the end. They win or they go out on their shields.”

Former UFC fighter Forrest Griffin says the UFC views Australia and New Zealand as “a really good fit”. Picture: David Becker/Getty Images for NRL

Griffin was the first winner of the Ultimate Fighter reality TV series which the UFC – based in a state-of-the-art $22 million complex in Las Vegas – used as the vehicle to generate awareness and a global fan base for the sport.

UFC senior executive vice president and chief operating officer Lawrence Epstein, told a business of sport conference on Friday the business now serves a worldwide audience on a menu of live broadcasts, video content, social media and consumer products.

“But we make the content bespoke for our key markets around the world,” he said.

“That means knowing the local culture and customs, and working with local influencers.”

Canberra Raiders players Josh Papalii and Morgan Smithies cheering on Corey Horsburgh during training at the UFC Performance Institute in Las Vegas. The NRL’s partnership with UFC has allowed the travelling teams to utilise the state-of-the-art UFC Performance Institute. Picture: Jonathan Ng

It was what drew the UFC to the NRL.

“There is a huge crossover with the NRL, and it’s why we partnered with them in Australia,” Epstein said. “They’ve got a great sport, a great product and I think here they have a good opportunity (to secure a US broadcast deal) with the massive disruption happening in the media market.

“You can be an upstart these days and move quickly, grow fast. Vegas is also the important platform to use if you want to penetrate this market because big events here get more notoriety.”