One of our account objectives is to bring MMA fans as close to the action as possible on fight nights, so we leverage our access at events to build robust Instagram stories for fans to follow along.
The modern sports fan is looking to join real-time conversation, provide (and keeps tabs on) immediate reactions, and get content and information on their second screen that they aren’t getting on the main screen (or in the arena). Our handles, and our Instagram stories in particular, lend themselves to that direct connection and ability to share. Additionally, the unique on-site coverage our team captures and posts on Instagram Stories on site regularly gets surfaced on our other owned and operated platforms on linear, ESPN.com and other social platforms because no one else captured it.
On Instagram, our MMA handle maintains the highest engagement rate across all of ESPN’s accounts. Our Instagram stories continue to lead in interactions, shares, and retention, allowing us to drive consumers directly to point of purchase for UFC PPV events (on our company’s streaming service) with swipe ups. In the one year of activity from our MMA handles, we have already developed a highly-engaged fanbase and influenced the look and feel of Instagram stories across all ESPN accounts.
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