The deal was brokered by Virgin1's media planning and buying agency Feather Brooksbank and digital specialist Agenda Media. It is the first time Virgin1 has used a games console as a major marketing channel and expects to reach potential young male viewers aged between 18 and 34. Xbox Live has 17.7 million subscribers globally.
The UFC ad will appear on the interface of the Xbox Live that features games as well as entertainment, such as films and music videos. The championship contest launches this weekend (18/19 April) and will run for two weeks.
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