In 2010 we began working with UFC, a world leader in mixed martial arts (MMA). At the time, the UK media’s coverage of MMA was limited and the UFC brand struggled to find its place on the mainstream sports agenda. Media not only lacked a solid understanding of MMA but they also held many misconceptions about a sport which they regarded as violent and unregulated. In order to change this, we needed to challenge these common misconceptions, educate and inform the UK media, and position MMA as a tightly regulated sport, combining a multitude of Olympic disciplines and traditional martial arts.


of the UFC’s UK media coverage
of sporting heroes and household names
of sell-out events