The Ultimate Fighting Championship (UFC) mixed martial arts promotion has today unveiled a global marketing deal with streaming platform Kick.

Through this agreement, a dedicated UFC channel will be created on Kick (which was launched in 2022), featuring original content such as fight watchalongs, press conferences, athlete interviews, and behind-the-scenes access.

Kick is also now an official UFC partner, set to receive branding inside the Octagon during select UFC pay-per-view and Fight Night events.

The partnership is set to be activated first during the October 26 UFC 308 event in Abu Dhabi, in which UFC featherweight champion Ilia Topuria will face off against Kick streamer Max Holloway.

Aside from a presence in the Octagon, UFC and Kick will work together on original content for the promotion’s various digital and social media channels, while there will also be activations such as VIP experiences for Kick guests, added into the partnership.

Earlier this week, a US district judge in Las Vegas granted preliminary approval for a $375 million settlement to conclude the first of two antitrust lawsuits against the UFC.

Last month, UFC's parent company TKO Group and the plaintiffs in the Le vs Zuffa case agreed to settle a class action lawsuit. Judge Richard Boulware finally approved the terms of the agreement on Tuesday (October 22) to bring an end to a 10-year litigation.

TKO was formed out of the merger between UFC and the WWE promotion last year, led by international entertainment and sports giant Endeavor.

Indeed, in the last few days, it has been revealed that TKO has purchased a trio of high-profile sports and entertainment assets from the Endeavor Group.

A $3.25 billion all-equity purchase has seen the major sports and entertainment agency IMG, the events and hospitality firm On Location, and the bull riding touring competition Professional Bull Riders taken under the TKO Group umbrella.