LONDON: Abu Dhabi Media has struck a broadcast partnership with the US-based mixed martial arts promotion company UFC, according to a statement. The multi-year agreement will give the UAE-based media company access to all live UFC events and non-live programming, starting with last Sunday’s fight between Max Holloway and Dustin Poirier. Abu Dhabi Media will have the exclusive multimedia rights to show all UFC content in the Middle East and North Africa (MENA), including live events, pre- and post-event programming. Live UFC events will be broadcast on the Abu Dhabi Sports 4 channel, with a planned digital subscription service that will offer customers online access to all live UFC events and library content in Arabic. “UFC has a very passionate fan base across the UAE and the whole MENA region,” said Noura Al-Kaabi, chair of Abu Dhabi Media. “We are delighted to bring the UFC back to Abu Dhabi Media and we are excited to share their content with our viewers.” David Shaw, senior vice president for international and content at UFC, said the MENA region is “extremely important” to the company. “We are looking forward to working closely with Abu Dhabi Media on localized media initiatives for the region,” Shaw said. The Las Vegas-based UFC produces more than 40 live events annually, with programming broadcast to a billion TV households in more than 165 countries and territories.