The Ultimate Fighting Championship (UFC) is the baddest, bloodiest, toughest, rawest fighting competition in existence. UFC covers the globe with fans tuning in from almost every country, watching via various television broadcasters across a host of time-zones around the world.

Knowing exactly when and where to tune-in to watch UFC live is a challenge. For the UFC it is important that viewers receive the correct tune-in information whether the fight is airing on UFC Fight Pass, Pay-Per-View or the local broadcaster. 

To solve this problem, UFC turned to CalReply to enable their fans to add every fight to their mobile calendars by subscribing to the Official UFC Calendar. Once subscribed, UFC fans receive real-time reminders 15 minutes before fights start with the television network, channel number and fight information embedded directly within their native mobile calendars.

To add reminders to their phones, fans can subscribe to the calendar by following links on the UFC schedule pages, tweeting @UFC #Calendar, or by clicking on the frequent social promotions sent out via the @UFC Twitter account and the UFC Facebook page. During the season, the UFC will be promoting this call-to-action on television. 

Geo-TARGETED Schedules

UFC is broadcasted across various TV networks around the world. As an example, the US rights are held by Fox Sports whereas the UK rights are held by BT Sports and in Canada, Sportsnet/Rogers hold the rights. 

For the UFC it is important that viewers in each location receive the correct tune-in information whether the fight is airing on UFC Fight Pass, Pay-Per-View or television. 

If a fan in Canada subscribes to the UFC the calendar, they will receive schedules with reminders to tune into SN 360 whereas US viewers receive reminders to tune into Fox Sports, along with the channel number on their cable or satellite subscription. CalReply takes care of this on the back-end allowing UFC to promote a single URL across all touch points ( with the correct tune-in information being dynamically served to viewers and fans based on their location.

USA tune-in reminder

USA tune-in reminder

Canada tune-in reminder

Canada tune-in reminder

By geo-locating fans we are able to direct the user to a country specific CalReply powered UFC Calendar Page where they can add their local UFC schedule to their calendar.

Some of the global broadcasters that air the UFC include:

  • USA - Fox Sports
  • United Kingdom - BT Sport
  • Australia - Fox Sports
  • Brazil - Combate Brazil
  • Canada - SN 360
  • Korea - Spotv
  • New Zealand - Sky TV
  • Sweden - CMORE

Try if for yourself

  1. Open Twitter
  2. Tweet @UFC #Calendar
  3. Swipe down to refresh your notifications 
  4. Click the link in the reply
  5. Click 'Add to calendar'

Twitter user experience

Event Links

UFC have included useful links and information in the calendar event notes:

  • Event location 
  • UFC Fight Pass (watch UFC via their app) 
  • Order the fight via Pay-Per-View
  • Buy tickets to the event
  • Buy UFC merchandise 
  • Start Tweeting with the UFC #hashtag






The UFC schedule page provides the event schedule for the season as well as the broadcast details of each fight. Using CalReply, UFC have now made it possible for fans to subscribe to the entire schedule via the new "add to calendar" button and banner on their desktop, tablet and mobile schedule pages:

Add to calendar banner on UFC mobile page

Add to calendar button and banner on the UFC schedule page


With a social media audience of over 18 million fans, UFC has the reach required to convert a large number of these fans into calendar subscribers. The UFC are using their Twitter account and Facebook Page to promote calls-to-action to build subscribers by shouting out to followers:

Post by UFC.

What the fans are saying

CalReply features used by UFC

  • International Calendars (Geo-Targeting)
  • Channel Identification
  • Promotion Automation
  • Website buttons
  • Reply from secondary handle - To avoid sending Twitter replies from the @UFC account, a secondary handle has been set up called @UFCSchedule which has been configured to reply to @UFC #Calendar tweets. Users Tweet in to @UFC and replies are then sent out from @UFCSchedule.