Goal & Approach
The goal was to help UFC Fight Pass rapidly expand its live combat sports programming through a comprehensive production model that combined live broadcasts with supporting content designed to educate, engage, and grow its audience.
Henimo Group built the operation from the ground up, securing rights in Thailand, assembling production teams in both Asia and the United States, and managing every stage of the media workflow. The approach combined content sourcing, rights acquisition, live production, international transmission, creative direction, branding, shoulder programming, educational content, graphic design, promotional collateral, and marketing support to create a unified media ecosystem for UFC’s global audience.
Henimo Group’s live productions across Asia and the United States ultimately accounted for nearly 30% of the live programming featured on UFC Fight Pass.
Challenge
UFC Fight Pass needed a trusted partner capable of building a scalable Muay Thai media platform while delivering consistent, broadcast-quality programming across multiple regions.
The challenge extended far beyond producing individual events. Henimo coordinated rights acquisition, content sourcing, venue relationships, local production operations, international transmission, creative direction, marketing collateral, and supporting content across two continents. The result was a unified production and content ecosystem capable of supporting UFC Fight Pass while introducing Muay Thai to a broader worldwide audience.
Henimo Group’s live productions across Asia and the United States ultimately accounted for nearly 30% of the live programming featured on UFC Fight Pass.
