Various

UFC Fight Night: London

About

Overview

Multi-client content production across UFC London fight week, covering Christian Leroy Duncan's fight camp, UFC interview programming with Kaz Crossley, and Arnold Allen's fan meet and greet and panel at the O2 Arena.

UFC London brought a full week of content opportunities across multiple clients and channels. We were engaged to capture Christian Leroy Duncan's fight week end to end, from training through to fight night, at a moment that carried real weight for his career and ranking position. Simultaneously, we produced behind-the-scenes content for UFC's own channels via Kaz Crossley's fighter interview series, and covered Arnold Allen's fan meet and greet at the UFC pop-up store and his panel discussion with Lon Kavanaugh ahead of the weigh-ins.

Info:

Year:

2026

Scope:

Event Coverage + Content Production

Category:

Strategy

Production

Our Strategy

Built to Last Beyond the Weekend

For Christian Leroy Duncan, the brief was never just fight week coverage. We approached it as a brand moment with a long tail, capturing assets that could be reposted and repurposed after the event to sustain his visibility once the live attention had moved on. For Kaz Crossley and the UFC, we focused on access: content that brought fans closer to the week than broadcast alone could. For Arnold Allen, we documented the scale of his pull at the pop-up, where hundreds of fans came through, and then captured his panel inside the arena in front of over a thousand people, broadcast across UFC and partner channels.

The Outcome

Across Every Channel

We delivered a consolidated package of assets for Christian Leroy Duncan, the UFC, Kaz Crossley, and Arnold Allen, each built for their respective channels and use beyond the event itself. Content across all involved channels generated an estimated five million impressions. The week produced material that extended the moment rather than closing with it.