🤜🏾 Unleashing the Power of Fan Engagement: Insights from UFC International Fight Week 2025

Explore the untapped potential of fan engagement in the combat sports arena, as we reflect on the recent UFC Fan Expo. While the event showcased impressive efforts, there are significant opportunities for growth in experience architecture, fan identity, and messaging. Discover how leveraging behavioral insights and multicultural storytelling can elevate the fan experience and create deeper connections within the diverse combat sports community.

I always remind clients that we are consumers just as much, if not more, than we are producers. It’s easy to lose sight of this when focusing on campaign development, but trust me—your audience will notice the nuances that you might overlook if you only wear the creator's hat.

Couple weeks ago, I attended the UFC Fan Expo - their annual fan expo during International Fight Week. While the event hyped the upcoming UFC 317 card, it also showed some missed opportunities to enhance the experience. From the moment I parked, to the time I got home, my mind double-dutched between being a fan and a practitioner. So I’d like to share my super awesome, incredibly warranted, debt-inducing two cents as a FAN and a PRO.

Understanding Audience Motivation

• As venues adopt biometric tech, it’s crucial to recognize that it’s not just about speed; it’s about enhancing the experience. This is where behavioral insights become clutch. For instance, how many of you have Clear, TSA Precheck, or Global Entry? 🙋🏾‍♀️. Fans may be willing to trade time and privacy for convenience just like us bougie travelers.

  Now imagine a borderline too-chipper ambassador approaches with an iPad. You might dodge them like a mall kiosk or stand there out of guilt. But what if they offered retail discounts or 2-for-1 beers (from the sponsor’s selection of course). Suddenly filling out something becomes a win-win. Engagement becomes the currency, not just a data grab.

Cultural Representation

• Let’s be 💯. UFC’s narrative fanbase skews white, bro-heavy, right-wing, manosphere-adjacent. And that’s why representation should be a priority.

  Multiple Cuervo bars? ✅ Came in handy 🥃. Decor honoring Brandon Moreno and Alexa Grasso, UFC’s first male and female champions from Mexico? 🇲🇽 ✊🏾 A deserved gesture. While other pop-ups delved into cultures from Brazil, Germany, and beyond, this was a chance to demonstrate cultural solidarity in a timely manner—especially given the current political climate on immigration. This approach could’ve helped shift the narrative about which fans matter most by going beyond the basics.

Brand Ambassadors

• Enthusiastic ambassadors are essential but overlooked. While some were great, others were indifferent, scrolling on their phones—not the vibe we want. 😒 If brands want fan data, they need to thoughtfully map out the fan journey and hire engaged reps who genuinely want to be part of it. Fans aren’t just participants; they’re storytellers too. So if your reps aren’t matching that energy, you’re missing the mark.

While the UFC Fan Expo made notable strides in fan engagement, I can’t help but think of the wealth of untapped potential left on the table, where I wish they had seized the opportunity to leverage my expertise in experience architecture and fan identity. UFC and the broader combat sports industry are not just growing; they’re evolving into a cultural phenomenon that demands savvy messaging and a deep understanding of fan engagement, behavioral science, and narrative persuasion––especially on the diversity and multiculturalism fronts.

By focusing on the unique identities of fans and creating experiences that reflect their passions, we could elevate the entire narrative. So if you’re reading and ready to transform missed opportunities into impactful connections, let's connect!

Together, we can shape the future of combat sports engagement and create unforgettable experiences that truly resonate with no expiration date.