Fight Pass showcases live and on-demand mixed martial arts, submission grappling, kickboxing, boxing, and Thai boxing events. In addition to UFC events (with their flagship pay-per-view events appearing on the service around a month after their initial broadcasts), Fight Pass also includes content from the libraries of PRIDE FC, World Extreme Cagefighting, Strikeforce, Affliction Entertainment, World Fighting Alliance, EliteXC, King of the Cage, Pancrase, Cage Warriors, Shooto, and UCMMA.
1. The UFC’s content could no longer live on their app as ESPN was not the home for all UFC content.
2. Having spent a disproportionate amount of their annual budget on a handful of premium content, there was a need for high-quality content that could be rapidly mobilized and exclusive to the platform at an affordable rate.
3. There are only so many Fridays and Saturdays available which is when most combat sporting events in North America and Europe take place.
Henimo contracted with the top two Thaiboxing Stadiums in Thailand for a total of 60 live broadcasts annually under the brand Absolute Muay Thai. To ensure a high standard of production as well as the ongoing needs such as the creation of marketing materials, etc – Henimo established a fully staffed office in Bangkok complete with a team of production professionals, a post-production team, and dedicated operations staff.
Henimo’s ability to find a unique solution to a highly specific challenge resulted in the successful execution of the originally planned 250 live events for 2019. In addition to our North American events, Henimo was responsible for approximately 27% of all live broadcasts on Fight Pass.
The goal was to increase revenue by providing content that was better suited to social media. Henimo researched the company’s archive and developed a plan to leverage past performance along with the integration of geographic analytics to create more engaging content for viewers.
When the pandemic arrived, live event promoters were forced to stop live audience attendance at their events or cancel their events completely. The client was already monetizing on social media at a relatively low level, however, after analyzing their performance it was clear that there was room for significant improvement.
Henimo began by creating content using the client’s existing archive successfully increasing their monthly revenue by 5x from their monthly average. In the first two months, Henimo’s participation generated more revenue for the client than they have in the previous ten months combined.