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During UFC International Fight Week 2025 in Las Vegas, we rolled out a week long activation with brand ambassador and newly crowned Undisputed Heavyweight Champion Tom Aspinall. Our week long activation started Tuesday with dynamic Out Of Home media on both sides of the pond. A larger than life mural went up in Tomʼs hometown of Manchester, serving as our kick off. We then follow this up with similar creative in Las Vegas starting on Wednesday all over the Las Vegas Strip.

Our marque activation took place on Thursday afternoon at Draiʼs beach club at the Cromwell Hotel, where fans queued for hours to meet with Tom. Fans had the opportunity to take photos, ask questions, get autographs and ultimately test their strength against him with a fully branded punch bag machine. Attendees also were able to get exclusive HEAVYWEIGHT merch while supplies lasted That same Thursday, we secured three exclusive interviews for Tom with ESPN, Yahoo Sports and the Los Angeles Sports Report where they discussed our new partnership as well as Tomʼs recent announcement of Undisputed Heavyweight Champion. To promote the meet-and-greet, in partnership with Tom, we executed a multi-day social media blitz to encourage attendance, ultimately concluding with real time coverage and event recap posts immediately following.

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