Goal & Approach
The goal was to help UFC Fight Pass expand its live combat sports programming with a consistent, high-quality Muay Thai series produced directly from Thailand.
Henimo Group built the production approach from the ground up, securing rights from Thailand’s top stadiums, assembling an on-location production team, and managing the live broadcast workflow for Absolute Muay Thai. The approach combined live production, transmission, branding, creative direction, shoulder content, educational material, graphic design, and marketing support to make the series suitable for UFC’s global digital audience.
Challenge
UFC needed a reliable live production partner capable of delivering combat sports content from Thailand at a standard suitable for UFC Fight Pass.
The challenge was not only producing the events, but also managing the full ecosystem around the broadcast: securing venue rights, coordinating local production, transmitting live content internationally, and creating supporting materials that helped introduce Muay Thai to a wider global audience.
Henimo Group’s live productions in the US and Asia eventually accounted for nearly 30% of the live content featured on UFC Fight Pass.
