'We want to be different: novel, cutting-edge', says BT head of sport over new UFC coverage The UFC announced "a landmark deal" last week making it official that they had signed a breakthrough 400-hour broadcast agreement with BT for its UK and Ireland television rights. "We needed to get into the world of combat sports, and we felt that particularly with the UFC, being one of the best-run sports franchises in the world, it suited us to fly the BT Sport flag on," Green told the Telegraph. We were impressed with [UFC], they liked our vision and it seemed like an ideal partnership. We want to be different: novel, cutting-edge. The UFC is a different brand, and something on the channels that can look and feel different. Our intention is to make it part of our mainstream programming. Green believes there are elements outside the contests which have yet to be exploited for a UK audience. "The way we present it will be key," he added. There is storytelling around UFC which has not been picked up in the past. There are also elements of fitness and lifestyle here, too, and we want to push it and build it across the platform. According to Green, UFC could be one of the talking points of the channel. A lot will ride on how we sell it. With UFC, you know you are going to get quality programming for event after event for the duration of the contract. UFC will be marketed in an appropriate way. It was part of the overall package as we presented it and we're very proud to have it on the channel.