UFC expands China presence, signs on to design new national fitness competition

UFC has expanded its presence in China by signing up to help the country’s physical fitness drive, and is to create a new national competition in the process.

The world’s top MMA company has joined forces with Migu Co Ltd, a subsidiary of China Mobile, and the country’s Leisure Sports Administrative Centre to host fitness competitions inspired by mixed martial arts.

A series of national fitness competitions will be hosted by the centre, which operates under the General Administration of Sport, and organised by the Chinese Martial Arts Sports Development Commission.

With a new state emphasis on exercise, which has set targets such as a two-hour minimum of daily physical activity in schools, the new partnership aims to “build awareness for adopting a healthy lifestyle and improving physical fitness, by driving mass participation for all ages and backgrounds”.

“Chinese martial arts has been popularised to promote traditional Chinese culture and the spirit of martial arts, improving the physical fitness of all people, especially the youth, and to achieve the ambitious goal of ‘Healthy China’,” Hu Qin, secretary general of the China Martial Arts Development Committee, said.

“The new competition aims to make use of international scientific training experience to engage more people in scientific fitness through the mass media, stimulate their enthusiasm for sports, explore their sports potential and make sports and fitness a part of public life.”