The document provides an overview of the UFC's pay-per-view sales, events, and pricing in 2021 which totaled $930 million in estimated revenue. It outlines the UFC's 2022 mission to increase PPV sales, Fight Pass subscribers, and social media followers. Key details on the UFC's target audience and competitive landscape are presented along with its pricing strategies, partnerships, and marketing plans which involve online, referral, and conversion strategies.

1. Adrián Pérez

3. 8.6 million total PPV sales
12 PPV Events
716k PPV sales per event
“We might do 8.6 million pay-per-view
buys in one night. That’s what I’m looking
at for the future.” Dana White
UFC in 2021
$69.99 PPV Price

4. 2021 PPVs
Estimated revenue
$930M

5. Mission Statement
Have more than 9 million PPV sales from January to December 2022.
Increase UFC Fight Pass subscribers by 10% by the end of 2022.
Increase UFC social media followers by 15% by the end of 2022.

6. Target Market
15%
85%
Male Female
14%
13%
13% 60%
White
Hispanic
African American
Other
88% of the fans are in the 18-44 age group

7. Target Market

8. Pricing Strategy
Monthly Annual
UFC Fight Pass $9.99 $95.99
UFC ESPN+ PPV $74.99 -
ESPN+ $6.99 $69.99
(All prices in $USD)
(12 Annual PPV events of the year would be $899.88)
Subscription Price

9. Competition
Prelims free on YouTube
Main card on Showtime
$10.99 monthly
Televised on ESPN2 & ESPN Deportes

10. Offers
30-day free trial
Annual subscription
($69.99)
+ PPV
(74.99)
____________________________________________________________________________________
= $99.99
____________________________________________________________________________________
+
Annual subscription
($69.99)
Annual subscription
($95.99)
= $119.99

11. USP

12. USP
UFC Events per year
0
11.5
23
34.5
46
2012 2013 2014 2015 2016 2017 2018 2019
(statista.com)

13. USP

14. Partnerships
5 year / $1.5B deal
5 year / $350M deal

15. Marketing Materials

16. Marketing Materials

17. Online Marketing
SEO
Name of event
Fighters’ names
City
Venue
Tickets provider
PPV provider
Partners
UFC 264
Conor McGregor vs Dustin Poirier
Last Vegas
MGM Grand
Ticketmaster
Order ESPN+ PPV
DraftKings
Keywords
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I
I

18. Online Marketing

19. Conversion Strategy
“Buy now”
“Tickets on sale now”

20. Referral strategy
Promo code with 30% discount in a minimum $50 purchase in UFC store

21. Photo References
• Retrieved February 27, 2022 from: https://img.bleacherreport.net/img/images/photos/
003/712/865/hi-res-55d2fdfb5eb722141641961fef7799bd_crop_exact.jpg?
w=1200&h=1200&q=75
• Retrieved February 27, 2022 from: https://cdn.vox-cdn.com/thumbor/
v4IXqdD6E6ywlfoPikufn2RQYQ0=/0x0:4874x7311/1200x800/filters:focal(2094x994:2872x1772)/
cdn.vox-cdn.com/uploads/chorus_image/image/69477825/1229366771.0.jpg
• Retrieved February 27, 2022 from: https://www.thesun.co.uk/wp-content/uploads/2019/07/
NINTCHDBPICT000502741576-e1562240019825.jpg
• Retrieved February 27, 2022 from: https://pbs.twimg.com/profile_images/1322781586513895425/
G_stL2vh_400x400.jpg
• Retrieved February 27, 2022 from: https://www.si.com/.image/t_share/
MTgzMzgyNjk4MzMxNDgxMTI2/israel-adesanya-downtime-.jpg
• Retrieved February 27, 2022 from: https://www.si.com/.image/
ar_1:1%2Cc_fill%2Ccs_srgb%2Cfl_progressive%2Cq_auto:good%2Cw_1200/
MTY4MTY5NjE2ODEwNjQ4ODQ5/conor_mcgregor_ufc_jpg.jpg

22. Photo References
• Retrieved February 27, 2022 from: https://mmatorch.com/desktop/wp-content/uploads/
2019/06/placeholder-cover-e1559877485787.png
• Retrieved February 27, 2022 from: https://seeklogo.com/images/B/bellator-mma-
logo-1D4563E55E-seeklogo.com.png
• Retrieved February 27, 2022 from: https://i2-prod.mirror.co.uk/incoming/
article26015565.ece/ALTERNATES/s615b/0_UFC-Fight-Night-Andrade-v-Zhang.jpg
• Retrieved February 27, 2022 from: https://www.rollingstone.com/wp-content/uploads/
2021/12/UFC_269_LasVegas_RollingStone_social_1200x630.jpg
• Retrieved February 27, 2022 from: https://upload.wikimedia.org/wikipedia/commons/
thumb/9/92/UFC_Logo.svg/1280px-UFC_Logo.svg.png
• Retrieved February 27, 2022 from: https://dmxg5wxfqgb4u.cloudfront.net/styles/inline/
s3/2019-06/UFC%20238%20Canvas.jpg?
VersionId=NnmcWZhwswdYlDq7rALlPpj_IXijXwmV&itok=5072C2Pi

23. Photo References
• UFC Fight Pass logo. Retrieved February 27, 2022 from: https://assets-global.website-files.com/
5cf5a026c170934c311c121c/5cf5ae865c5c341607d12b99_White-H-Logo.png
• Retrieved February 27, 2022 from: https://dmxg5wxfqgb4u.cloudfront.net/styles/inline/
s3/2019-03/plus.png?VersionId=sIjPPrG0Gfx4iTmKgdyntj4hwalv7nfq&itok=gdc4eL5Q
• UFC Belt. Retrieved February 27, 2022 from: https://dmxg5wxfqgb4u.cloudfront.net/styles/
gallery_collapsed_mobile_1x/s3/2019-01/NewBelt2.jpg?
VersionId=QTqmGSfeyPNhAc4ZcrkEzrPce5Di21Mt&itok=z5VRzPph
• Website. Retrieved February 27, 2022 from: https://www.mmaviking.com/wp-content/uploads/
2011/07/Gustafsson_on_UFC_Homepage.jpg
• Videogame. Retrieved February 27, 2022 from: https://cdn.vox-cdn.com/thumbor/
Meucm1OIVnJfZ1GUYBJlLvTeiMQ=/0x0:1725x2085/1200x0/
filters:focal(0x0:1725x2085):no_upscale()/cdn.vox-cdn.com/uploads/chorus_asset/file/20076029/
UFC4ps4PFT3Dfront.png
• Mobile app. Retrieved February 27, 2022 from: https://images.sftcdn.net/images/t_app-cover-
m,f_auto/p/bdfb1a6a-99d6-11e6-a44e-814c54aa3426/3783031489/ufc-tv-screenshot

24. Photo References
• Retrieved February 27, 2022 from: https://mmaheat.com/wp-content/uploads/
2016/07/2016-07-10-ufc-sells-4-billion.jpg
• Retrieved February 27, 2022 from: https://pbs.twimg.com/media/FEVrXSwUYAEI_1u?
format=jpg&name=large
• Retrieved February 27, 2022 from: https://espnpressroom.com/us/files/2019/03/
RS4395_18104969LLU_BOX_UFC_EPLUS_VERT_DARK-scr-780x405.jpg
• Retrieved February 27, 2022 from: https://images.contentstack.io/v3/assets/
bltb3c36cbbe682dcd9/blt67c036d5e3fc989a/5dbae18d6af83b6d7032f447/
DraftKings_Linear_FC_on_dark.png
• Retrieved February 27, 2022 from: https://m.media-amazon.com/images/I/
61ZCMa+hhoL._AC_SY741_.jpg
• Retrieved February 27, 2022 from: https://dmxg5wxfqgb4u.cloudfront.net/styles/card/s3/
image/2015_CP_HOLIDAY_GUIDE.jpg?
VersionId=2awXq0_jCQPv8sAmOG3FT8oshKcW_J5S&itok=hPLP5xZx

25. Photo References
• Retrieved February 27, 2022 from: https://img.bleacherreport.net/img/images/photos/
003/847/607/hi-res-6d7766c857f263aeebfa36cc79d4975b_crop_north.jpg?
1579138294&w=3072&h=2048
• Retrieved February 27, 2022 from: https://lh3.googleusercontent.com/
nupo3HWMIUeuul9r2IBSfpBo568bL-STG9nA71dUuW97DnhAXFgm2WWjczhTFqRHQZRf5VA-
_PmxIZaIAXhOUrzfr5unPjFuW9za=w0
• Retrieved February 27, 2022 from: https://cxl.com/wp-content/uploads/2019/05/youtube-
advertising-1-1024x443.png
• Retrieved February 27, 2022 from: https://d25qe19fo1nsn4.cloudfront.net/wp-content/uploads/
2018/05/InstagramAdsLogo-e1525809036437-300x300.png
• Retrieved February 27, 2022 from: https://1z1euk35x7oy36s8we4dr6lo-wpengine.netdna-
ssl.com/wp-content/uploads/2018/07/twitter_ads_logo-1.png
• Retrieved February 27, 2022 from: https://www.amocrm.com/static/images/pages/integrations/
logo/facebook-ads.png

26. Photo References
• Photo retrieved February 27, 2022 from: https://cdn.theathletic.com/app/uploads/
2019/11/24100953/GettyImages-1183571366-1024x683.jpg
• Photo retrieved February 27, 2022 from: https://s7d2.scene7.com/is/image/TWCNews/
ap478393714702
• Photo retrieved February 27, 2022 from: https://multifiles.pressherald.com/uploads/sites/
4/2014/08/189486-ph.ufc_.0817-10-KB.jpg
• Photo retrieved February 27, 2022 from: https://www.rollingstone.com/wp-content/
uploads/2020/10/UFC_254_UFC_Endcard_DayDatetime_Thumbnail_1920x1080-1.png?
resize=1800,1200&w=450
• Photo retrieved February 27, 2022 from: https://pbs.twimg.com/media/FAtgKIRVcAALrK-?
format=jpg&name=large
• Photo retrieved February 27, 2022 from: https://cdn.shopify.com/s/files/
1/0035/4274/5152/files/ufc-logo.png?
height=628&pad_color=fff&v=1632909840&width=1200