Over a million people are watching UFC on US TV. Now, it’s got its own music streaming app.

Mixed martial artist brand UFC is obviously huge, and still getting bigger – during the pandemic, its TV audience in the US has surged above a million on ESPN during pandemic quarantine.

Now, UFC is launching its own music streaming app: UFC Ultimate Sound, dubbed “the first-ever music streaming app that allows UFC athletes the opportunity to directly connect with fans around the world through music and content”.

In effect, it’s a Spotify-esque music streaming app designed specifically for UFC super-fans, complete with mixes curated by UFC athletes. It even promises to feature music listened to by UFC athletes themselves while training.

The interesting bit for music industry rightsholders: there’s a subscription element to UFC Ultimate Sound, which is available now on iOS and the Google Play Store in the US. After a two-week free trial, if people want to continue using the app, they have to upgrade to a $9.99-per-month sub for access.

UFC Ultimate Sound has been made possible by two B2B companies:

  • (i) Norway-based ACX Music, whose international team of musicians, DJs, producers and curators say they specialize in “creating the right kind of music atmosphere for any brand, event and audience”; and
  • (ii) Australia-based music technology and licensing specialist Tuned Global, which provided the music streaming tech for the UFC app, including custom branded applications, in addition to a content delivery network, hosting and more.

“Working closely together with UFC, we feel UFC Ultimate Sound is the first step in a new direction for both the music industry and professional sports.”

Svein Sorgard, ACX Music

The app offers UFC fans features such as a music player, videos, playlists, programmatic radio and lyrics.

Svein Sorgard, ACX Music CEO, said: “It’s all about bridging a gap between fans and their favorite sport. With UFC Ultimate Sound, we can finally connect fans and fighters on a new level. Music brings people together and we’ve given them a place to meet.

“Every mix is inspired by UFC and the fighters and curated by music professionals. Working closely together with UFC, we feel UFC Ultimate Sound is the first step in a new direction for both the music industry and professional sports.”

“We are proud to be the first brand in the world to offer fans the opportunity to connect with UFC and fighters in a way never seen before.”

Tracey Bleczinski, UFC

UFC Senior Vice President of Consumer Products Tracey Bleczinski said: “UFC is always at the forefront when it comes to fan engagement. We are proud to be the first brand in the world to offer fans the opportunity to connect with UFC and fighters in a way never seen before.

“Music is an important part of our DNA, and we’re excited about the potential of this streaming service.”

In addition to the UFC app, Tuned Global has previously struck music tech and/or licensing partnerships with brands such as Coca Cola, Warner Music Group, Virgin Mobile, Universal Music Group, Line Music, Pizza Hut and Samsung.Music Business Worldwide