The UFC has announced a new partnership with UPshow, to be managed through Joe Hand Promotions, to deliver in-venue streaming sports entertainment packages to retail and hospitality businesses across the US.

The partnership will see US public viewing venues offered exclusive packages with the option to directly stream marquee UFC pay-per-view (PPV) events through UPshow’s entertainment platform.

UFC vice president of international and content, Adam Layton, said the packages create more opportunities for fan engagement within venues.

“As technology advances, it is important for UFC content to remain easily accessible,” Layton said.

“OTT is becoming increasingly popular and we’re excited to partner with both UPshow and Joe Hand Promotions to market to a strategically important segment of our audience, commercial establishments,” he said.

UPshow CEO, Adam Hirsen, said the packages will start at USD$99 and will include live UFC PPV purchase options, commercial space to promote menu items and upcoming events, relevant sports highlights, trivia, an interactive social media wall, video channels, and sports books.

“Streaming has exploded in the at-home space and UPshow is now helping businesses take advantage of the most relevant and trending content on TVs inside their venues,” Hirsen said.

“Given that streaming top content is a big initiative at UPshow, partnering with UFC and Joe Hand Promotions was a natural next step.

“Aligning our brands will drive even more over-the-top entertainment experiences to consumers all over the world.

“We’re incredibly honoured to be working with two remarkable organisations that are leading in entertainment and content,” he said.

Joe Hand Promotions president, Joe Hand Jr., said: “As sports bars and restaurants look for new ways to attract customers into their establishments, UPshow offers unique streaming content that engages customers and keeps them interested through sports highlights, sports betting odds, trivia, limited and upcoming menu offerings.”

“We’re excited to partner with UPshow and UFC and make this terrific content available to our bar and restaurant partners,” Hand Jr. said.