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UFC赛事的传播现状与对策研究

Research on the Current Status and Countermeasures of UFC Sport Promotion

周丰

Leisure Sports and Health / 2026,6(1): 50-53 / 2026-04-21 13 8

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• Information:

  湖北大学体育学院，武汉

• Keywords:
  UFC; Mixed martial arts; Sports communication; Localized operation; Event IP
  UFC; 综合格斗; 体育传播; 本土化运营; 赛事IP
• Abstract: As a benchmark event IP in the global field of mixed martial arts (MMA), the Ultimate Fighting Championship (UFC) has shown significant growth in its communication process in the Chinese market, alongside the upgrading of the sports industry and innovations in media technology. This paper employs literature research and case analysis to systematically review UFC’s communication practices in China, analyzing its channel deployment, content operation, and commercialization characteristics, while exploring core constraining factors such as cultural perception, talent reserve, copyright management, and regulatory adaptation. The study finds that UFC has achieved extensive audience reach through a dual-drive model of “new media matrix + offline entities”. However, it faces challenges including entrenched perceptions of “violence”, the risk of a domestic star gap, a singular copyright distribution model, and weak commercial monetization. Consequently, this paper proposes optimized pathways encompassing concretized cultural communication, systematic talent cultivation, diversified copyright operation, normalized regulatory collaboration, and scenario-based commercial development, reference theoretical and practical paradigms for the localization of international sports event IPs in China. 终极格斗冠军赛（UFC）作为全球综合格斗（MMA）领域的标杆赛事IP，其在我国市场的传播进程伴随体育产业升级与媒体技术革新呈现显著增长态势。本文采用文献研究法与案例分析法，系统梳理UFC赛事在我国的传播实践，剖析其渠道布局、内容运营与商业变现特征，深入探讨文化认知、人才储备、版权运营及监管适配等核心制约因素。研究发现：UFC赛事已通过“新媒体矩阵+线下实体”的双轮驱动模式实现广泛受众覆盖，但在文化层面面临“暴力化”认知偏差固化的挑战，在人才层面存在本土明星断层风险，在运营层面受限于版权分销单一与商业变现薄弱等系统性问题。基于此，本文提出文化传播具象化、人才培养体系化、版权运营多元化、监管协同常态化、商业变现场景化的优化路径，为国际体育赛事IP的我国本土化传播提供理论参考与实践范式。
• DOI: 10.35534/lsh.0601009 (registering DOI)
• Cite: 周丰．UFC赛事的传播现状与对策研究［J］．休闲运动与健康，2026，6（1）：50-53．