2015 UFC FIGHTING

A guide to local advertising opportunities

BE A CHAMPION TO YOUR CUSTOMERS

FEATHERWEIGHT71 FightersCurrent Title Holder:Jose Aldo“Junior”

FLYWEIGHT36 FightersCurrent Title Holder:Demetrious Johnson“Mighty Mouse”

BANTAMWEIGHT56 FightersCurrent Title Holder:TJ Dillashaw

LIGHT HEAVYWEIGHT39 FightersCurrent Title Holder:Daniel Cormier“DC”

LIGHTWEIGHT109 FightersCurrent Title Holder:Rafael Dos Anjos

WELTERWEIGHT113 FightersCurrent Title Holder:Robbie Lawler“Ruthless”

• The Ultimate Fighting Championship (UFC) is the largest mixed martial arts (MMA) promotion company in the world

• The UFC is based in the United States, but produces events worldwide

• Male UFC fighters are divided into eight weight classes

UFC favorites connect with consumers.

HEAVYWEIGHT36 FightersCurrent Title Holder:Fabricio Werdum“Vai Cavalo”

MIDDLEWEIGHT72 FightersCurrent Title Holder:Chris Weidman“The All-American”

• As of late June 2015, there have been over 350 UFC events since the league started• There are multiple fights in different weight classes each week• UFC’s Annual “Fight Week” takes place in July, bringing fighters, fans and viewers

together for a week of the complete UFC experience

FIGHTS & CHAMPIONSHIPS

UFC ENGAGES USERS BEYOND THE FIGHT

Reach your target demo year-round with a variety of UFC content

ADDITIONAL PROGRAMMING

• Pre-fight and post-fight programming as well as programming specifically dedicated to covering UFC news

• Fox Sports 1 hosts “The Ultimate Fighter” reality show each year, where contestants compete to become the next big name in the league

WOMEN’S UFC

• UFC has two women’s weight classes: Strawweight (29 fighters) and Bantamweight (26 fighters)

WHAT YOU NEED TO KNOW

UFC HEADLINESBig names, big moments set pace for a record breaking year ahead.

• 2015 is the 23rd year of the Ultimate Fighting Championship. The mixed martial arts sport has continued to grow in popularity and exposure, now airing its bouts in 150 countries around the world.

• Brazilian fighter Jose Aldo has successfully defended his Featherweight title seven consecutive times (and will defend it an 8th time in July). Aldo is #1 in the official UFC pound-for-pound rankings.

• 125-pound American Demetrius “Mighty Mouse” Johnson successfully defended his Flyweight title in April for a Flyweight record 6th time. Johnson also holds the record for most takedowns in UFC Flyweight history.

• In February, former Olympic medalist Ronda Rousey—the first female fighter to sign with the UFC—successfully defended her Bantamweight title a 5th consecutive time. Rousey has parlayed her UFC success into roles in recent movies “The Expendables 3,” “Furious 7,” and “Entourage.”

Keep your brand top-of-mind and part of the conversation.

AN ENGAGED CUSTOMER IS WATCHING

SCOUTING REPORT

UFC attracts a passionate and motivated audience:• UFC viewers are more likely to spend 20+ hours on the Internet in an average week (125

index)• UFC viewers are 57% more likely to go back to school • UFC viewers are more likely to have a military-specific career (236 index)

THOSE WATCHING UFC ON CABLE TV ARE:

Women25%

Men 75%

Series10%

10%

20%

30%

16%

26%

23%

18%

10%

7%

18-24 25-34 35-44 45-54 55-64 65+

Source: Scarborough USA Plus Research, Au13-Se14, Total Survey Area, Adults 18+. Target Definition: Sports view cable TV networks. Psyr: Ultimate Fighting ChampionshipPopulation Estimates: Universe = 242,977,984; Target = 16,742,828 (6.89% of Universe)

Gender Base: Adults 18+

SportsCenter WWE Smack Down!

The Walking Dead WWE Monday Night RAW

First TakeThe Comedy Central Roast

• FS1’s UFC Fight Nights threw a knockout with over 622K tweets sent in 2014 and over 532K tweets sent in the first half of 2015 about the sport

• The Ultimate Fighter, the longest running sports reality show, brought in over 118K tweets sent about the show in 2014

• Twitter users who tweeted about the UFC also tweeted about other TV programs 48% of the time. 92% of these tweets were centered around cable programming in the second quarter of 2015

• Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming

NETWORKS & PROGRAMS

SOCIAL TV ENGAGEMENT

GENRES CATEGORIES

News

Sports talk

Comedy

Drama

Reality

Pro wrestling

Horror

People who tweeted about UFC on FS1 also tweeted about these:

THE UFC PACKED A PUNCH THIS YEAR ON TWITTER

LEVERAGE THE “SOCIAL” BUZZ IN YOUR AD SCHEDULE

1. Source: Source: Millward Brown Digital + Twitter, December 2013 Source: SocialGuide Inc. pulled on 7/9/15 for Fox Sports 1 2014 and first 2 Quarters of 2015. Affinity and genres based on Q2 2015 data.

Programming with a strong social presence increases ad recall by up to 33%.1

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