Kick streaming expands its portfolio by signing contract with UFC

Kick is a streaming platform backed by the co-founders of the online casino Stake, and over the years the company has made it a point to move beyond its involvement in just live broadcasting. Founded in 2022, Kick acted as a direct competitor to Twitch, enabling its streamers to make content that pushes boundaries, considering the website has relatively lenient terms of service.

Kick recently announced a new partnership with the UFC, adding significant appeal for fans of MMA and live streaming.

This partnership, launched on October 25, 2024, allows Kick to broadcast UFC events, including lead-up content such as press conferences and weigh-ins, which debuted during the lead-up to UFC 308 in Abu Dhabi. Kick’s logo will also feature in the octagon for select Pay-Per-Views and Fight Nights, solidifying their presence in UFC broadcasts.

The hype for Topuria vs Holloway as part of the UFC 308 is real, and considering the league garners millions of views for title fights, Kick's exposure to the wider MMA fanbase could prove lucrative.

According to a report from TKO's Vice President of Global Partnerships, Nicholas Smith, the UFC is looking forward to its collaboration with Kick:

“We’re looking forward to our KICK channel becoming a strong, reliable platform to drive awareness for all our live UFC events, while enhancing the UFC live experience with unique, compelling content for UFC fans around the world.”

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Looking at some of Kick's other collaborations and brand endorsements

Kick sponsors Alfa Romeo Stake's F1 Team (Image via Getty)

In early 2023, Kick began a sponsorship with Alfa Romeo F1 Team Stake, later securing a two-year naming rights deal with the Sauber team. This partnership rebranded their 2024 and 2025 vehicles as the "Kick Sauber C44", integrating Kick’s logo prominently on the car's bodywork.

Kick is leveraging this collaboration to introduce exclusive behind-the-scenes content for fans, showcasing drivers and the team’s daily operations, and promoting viewer interaction, aligning with Kick’s community-focused brand ethos.

Everton FC players wear the Kick badge on their arm (Image via Getty)

Another major collaboration was with Everton Football Club. Kick hosted a charity creator football match at Everton’s Goodison Park, which included prominent European content creators and athletes.

In addition, the platform frequently collaborates with hip-hop artist Drake. In 2023, Drake gifted 20,000 subscriptions across various creators' channels, drawing substantial attention to the platform.