The Challenge
Promoting UFC pay-per-view events can often fall into a predictable rhythm - fight previews, intense face-offs, and uninspiring answers to the same fight-focused questions. While effective for core fans, this approach can lack freshness and limit appeal to broader audiences.
How could we break the formula and create content that felt unexpected, authentic, and shareable, helping the UFC reach new demographics while still spotlighting its biggest stars?
The Solution
We created NO MMA Questions - a concept that flipped the script on traditional fighter interviews. The idea was simple but effective: zero fight talk, and instead, a spotlight on the personalities behind the fighters.
I hosted conversations with UFC Featherweight Champion Alexander Volkanovski and UFC Middleweight Champion Israel Adesanya, having them draw random questions from a hat. From revealing their weirdest habits to belting out their go-to karaoke songs, the format brought out unfiltered, entertaining sides of both athletes rarely seen in mainstream promotion.
The tone was light, the chemistry was natural, and the content felt totally different from anything previously featured on UFC social channels - setting a new standard for offbeat, talent-driven content.
The Results
A fast-paced, highly shareable edit was produced and rolled out across TikTok, Instagram, Facebook, and YouTube.
The content racked up 2M+ cross-platform views, with over 200K views on YouTube alone.
The response from fans was overwhelmingly positive, praising the humour, originality, and insight into the athletes' personalities
Internally, the format became a blueprint for future fighter-led content.
NO MMA Questions proved that sometimes, the best way to promote a fight is to not talk about fighting at all.