What to watch for during ESPN’s UFC 316 coverage – the Marketing & Social edition

On Saturday, June 7, ESPN+ PPV action takes over Newark’s Prudential Center for UFC 316: Dvalishvili vs. O’Malley 2 (10 p.m. ET).

ESPN’s coverage always extends well beyond any signature event itself, creating authentic connections between fans, athletes and personalities, and bringing viewers inside the action with new and engaging content across platforms.

We caught up with Rob Armus (Associate Manager, Paid Media Strategy) and Bamidele Idowu (Sr. Social Media Manager) to see what they’re planning before that Octagon door closes.

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What are some highlights fans should look forward to?

Armus: We’re working with great, local NY/NJ influencers, with content incorporating athletes and the ESPN studio desk.

• • Johnny Drinks (@johnnydrinks_) will be creating a bespoke cocktail to add to the fight night experience and breaking down the card at the ESPN desk.
  • Bebida Tailgates’s (@bebida.tailgate) unique trivia gives fans a chance to see if they can best the athletes.
  • Combining his love for MMA, comedy and Hispanic culture, the Freakin ‘Rican (@freaknricanofficial) will have the athletes learning a Latin dance, showing their comedic and softer sides.

Idowu: We’re leaning into creative, fan-first storytelling.

• • We captured fighter-led concepts like “Draw Your Opponent” and “Celebrity Lookalike.”
  • We also built custom visuals tied to pop culture and location, including a Sopranos-inspired nod to New Jersey through a UFC lens.

How do ideas like this become reality?

Armus: It requires a lot of communication between media, marketing, and social, as well as UFC and production to coordinate the logistics of getting our influencers on site at the right time and making sure they have the right credentials and time they need to create content that resonates.

Idowu: Our team lives and breathes the sport and that shows in how we prep. Miles Essner (Sr. Social Media Specialist) is a true combat sports fan and works closely with Sr. Social Media Designer Michael Facciolo to bring these ideas to life. We (myself, Miles, Michael and Social Media Specialist Rahul Gill) hold brainstorms ahead of each event and align on direction and on-site creative.

How is ESPN super-serving the UFC fan?

Armus: We try to find a balance between influencers with a relevant following and whose content would lend itself to driving awareness, all with the goal of providing fans with a personalized, insider experience and a connection to the event they wouldn’t find elsewhere.

Idowu: We create through the lens of the fan. We ask questions that don’t get asked on the broadcast and spotlight moments that bring personality to the sport. Whether it’s lighthearted pieces or deeper storytelling around athletes like Kayla Harrison or Sean O’Malley, we’re always looking to build emotional connection.