UFC

Why UFC’s New York City Debut Is Such a Big Deal, and How Brands Are Cashing In

The mixed martial arts franchise Ultimate Fighting Championship has never been in such fighting form. Since it was founded in 1993, it has become an established part of the sports mainstream (it's now bigger than baseball), as adrenaline-hungry fans around the world have flocked to its signature blend of violence, athleticism and entertainment.

King of the Hill’s Hank Returns to Promote UFC 200 in New Adult Swim Branded Spot

The UFC has enlisted an unlikely '90s animated duo in its quest to turn Saturday's UFC 200 pay-per-view event into its most popular ever: King of the Hill's Hank Hill and George Liquor from The Ren & Stimpy Show.

Meet the 30 Most Powerful Women in Sports

There was a time when sports was considered a man's world—but that's ancient history now. Whether it's breaking records, influencing thinking, making money or striving past what were once thought […]

Here’s What It Means for the UFC That Its Biggest Star Is Hosting SNL

Holding court on Saturday nights is nothing new for Ronda Rousey, but this weekend, it will be a little different for the former UFC bantamweight champion.

How Harley-Davidson Is Reaching Out to Millennials While Still Appealing to Boomers

Having spent decades building an iconic motorcycle brand that once symbolized youth more than any other, Harley-Davidson has spent the last decade focused on bridging the generation gap between loyal boomer customers and new millennial fans. 

Ad of the Day: This Chills-Inducing Preview of Ronda Rousey’s Next Bout Is the Best Fight Promo Ever

It's hard not to root for UFC world champion Ronda Rousey, but a cinematic promo for her next bout might just leave you undecided.

Why Brands Are Finally Choosing More Female Athletes for Big Endorsement Deals

In the male-centric sports world, where the likes of LeBron James score $65 million in endorsement deals, female athletes have largely been an afterthought. But thanks to a constellation of superstars—including a reenergized U.S.

This Top 10 List of Sports Content Creators Shows a Major Consumer Shift

Social media is rapidly transforming sports content, with fans increasingly devouring user-generated entertainment alongside media featuring the pros. Even powerhouse ESPN has gotten into the user-gen game, running a regular […]

Dana White Has Built the UFC Into the Largest Pay-Per-View Event on the Planet

Asked what it’s like to run the Ultimate Fighting Championship, the ruling franchise of the mixed martial arts world, Dana White doesn’t mince words. “This job is insanity,” he says.

Will Ronda Rousey Be the Face of the UFC’s Next Major Sponsorship Deal?

The next big athletic endorser is not a jock. It’s “Rowdy” Ronda Rousey, the outspoken UFC’s women’s bantamweight champion, who’s the crossover sports celebrity of the moment.