I noticed a very interesting partnership announcement this weekend. If you couldn’t tell from the watermark on the above photo, the UFC announced that Getty Images will be the authorized worldwide commercial distribution partner of imagery captured by UFC’s photographers and licensor of the entire UFC image archive. This is the first time the UFC has awarded full access to its photography collection of more than 10,000 images.
For those that aren’t familiar with Getty Images, the organization “is a recognized leader in photographic excellence, consistently gaining industry prominence by earning top awards and demonstrating a solid commitment to the highest photojournalism standards.” Getty Images has become the accredited photo supplier to more than 50 international sports leagues and governing bodies.
According to the official UFC press release, through this partnership, Getty Images will manage the distribution and licensing of UFC’s rich archive of pivotal moments in mixed martial arts to service media customers, marketing partners and other third-party outlets. Additionally, Getty Images will curate one of the most significant collections of UFC imagery as its team of award-winning photographers capture the sport’s defining moments throughout the year. This collection includes premier events such as the most recent UFC 116 heavyweight title fight between Brock Lesnar and Shane Carwin.
From a marketing and media perspective this is huge. The UFC has a great deal of quality photos taken across a number of their events and this partnership will allow for them to be spread across the world’s media publications. This means that beyond UFC specific coverage there is the potential for UFC images to be included in larger MMA related articles.
To access the UFC collection, visit the Getty Images site here.
For you media fans, what do you think of this deal? Do you like it?