Case Study

Now we have moved on to working and submitting our own case studies. A case study is an analysis on a specific subject to gain deeper knowledge on the subject and to understand it through a real-world perspective. Our teacher gave us the option to work in teams of two or individually and I chose to work individually. She also gave us the chance to choose what we wanted to make a case study about. For my case, I chose the recent collaboration of UFC and Paramount+. 

The UFC is the Ultimate fighting championship which is a promotion company for the sport of mixed martial arts. What recently occurred in 2026 was a seven year media rights contract deal establishing Paramount+ (a streaming service) to be the official home for UFC where all its events will be streamed. After explaining what this case study should be about we had 6 active points to be included into our study. 

- the issues raised by media ownership and funding in contemporary media practice

UFC is owned by TKO Group Holdings and Paramount+ owned by Paramount. The partnership increased corporate control and the funding will be completely controlled by subscription growth. This is different for UFC as its profits grew from commercials.

- the technologies that have been introduced in recent years at the levels of production,  distribution, marketing and at the point of consumption

For the production 4k and digital cameras to record the UFC fights have been developed for the best quality film for live fights. The distribution is taken care by streaming platforms and in this case that would be Paramount+. On demand streaming is also an option so the fights do not have to be watched live. For marketing, social media is a huge part, posting about upcoming fights deals and such gets the word across fast and world-wide. Cross-platform promotion is also occurring with the UFC brand promoting Paramount+ and Paramount+ promoting UFC. The point of consumption being devices like tv’s and phones.