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.
The whole team were fantastic at, and during the build-up to, the event. They came up with and organised numerous successful activities with other athletes, pitched and got us published in publications that would never typically cover UFC and were extremely organised throughout. As always, I don't know what I would have done without them!