TV3 Group, the media giant in the Baltics owned by private equity investment firm Providence Equity Partners, has acquired rights to mixed martial arts’ Ultimate Fighting Championship. The multi-year deal was struck just in time for UFC 249 on 9 May as TV3 Group successfully broadcasted the interim lightweight title bout between Tony Ferguson and Justin Gaethje on Sunday morning.
For all future UFC action, TV3 will showcase the entire action across its TV3 Sport channel and Go3 streaming platform in Latvia, Lithuania and Estonia.
The agreement includee extensive localised commentary, over 100 hours of UFC original and archive programming and special content for the Baltic viewers.
David Shaw, UFC senior vice-president of international and content, said: “TV3 Group provides the perfect platform to bring UFC content to an extensive audience across the Baltics, and what better time to kick things off than with one of the most highly anticipated events of the year. We are excited to further grow the UFC brand in Europe and bring our fans all the action live through TV3 Sport and Go3.”
Raimonds Zeps, head of sports at the TV3 Group, added: “We are delighted to enter into this exclusive partnership with the UFC and we look forward to provide our Baltics MMA fans with a unique viewing experience. UFC has become a huge brand in the sports world making it a perfect fit for our strategy in offering our sports viewers the world’s best sports events. UFC is also the first of major sports events to return to the action and provide fans with the long-awaited emotions and excitement while still keeping all involved people safe with the strict health and safety standards.”