UFC appoints Fuse for UK and Ireland PR brief

Global sports and entertainment marketing agency Fuse has secured the retained PR account for UFC across the UK and Ireland, supporting the organisation’s regional growth strategy.

The appointment follows UFC’s continued expansion in the market, including its recent event at The O2 in London, where it staged UFC Fight Night: Evloev vs Murphy on 21 March.

Driving UFC’s regional communications strategy

Fuse has supported UFC in recent months with a focus on increasing the cultural relevance of its athletes, building anticipation around live events and growing the mixed martial arts audience in the UK. The remit includes managing the organisation’s press office, securing athlete media coverage around key fights and overseeing media operations at UK-based events and press days.

The agency reports that it has delivered more than 90 media interviews involving over 30 athletes since the collaboration began. Activity has included a London press day featuring Paddy Pimblett ahead of his interim lightweight title fight in January, with coverage secured across titles including GQ and Men’s Health.

Expanding reach through athlete storytelling

The work reflects a broader effort to position UFC athletes within mainstream media and reach audiences beyond core MMA fans. By placing fighters in lifestyle and culture-focused outlets, Fuse aims to broaden the sport’s appeal and visibility in the region.

Luke Bliss, Managing Partner, PR & Creative at Fuse: "We’re delighted to be working with an international powerhouse like UFC to help them achieve their comms objectives in the UK and Ireland during an incredibly exciting stage in the sport’s growth, and we look forward to supporting their continued rise."

www.ufc.com

www.fuseint.com

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