In just 90 days, the EFC has experienced a staggering surge in digital viewership, with millions of fans across South Africa, the continent, and around the globe tuning in to witness the rise of African MMA.
This momentum has translated into meaningful success for EFC’s commercial partners. One such standout is KNOX Hydrate, the premium performance drink powered by UFC champion Dricus du Plessis, whose alignment with EFC has exposed the brand to millions of engaged fans and driven exponential brand growth.
The numbers speak for themselves. Over the past 90 days, EFC’s official social media channels (now boasting 4.5 million followers) have generated more than 400 million video views. On Facebook alone, there were 367.2 million video views, 4.1 million content interactions, 1.3 million page visits, and 328,920 new followers. The total Facebook following now exceeds 4.1 million.
YouTube followed suit with 9.8 million views, 90.7 million impressions, an average view duration of 4:45, 2.1 million returning viewers and 5.4 million unique viewers. The channel also gained 12 900 new subscribers, with its largest audience residing in the USA (14.2%). Total subscribers now top 175 000.
TikTok saw 35 million views, 657 000 likes, 14 000 comments, and 11 000 shares. The platform welcomed 56 000 new followers, bringing the total to over 146 000. On Instagram, EFC recorded 2.49 million video views, reached 375 000 accounts, and received 69 985 interactions, with a total follower count now exceeding 55700.
What sets this growth apart is its transparency and precision. Unlike traditional television ratings, which are often estimated or untracked, digital performance offers hard data and measurable outcomes. Partners like KNOX Hydrate aren’t just featured in content; they’re appearing in front of massive, quantifiable audiences in real time.
While EFC continues to be broadcast into over 100 million homes globally through conventional networks, the digital realm provides unprecedented clarity, revealing not just how many people are watching, but for how long, and from where. This is active, intentional viewership. Fans are choosing to engage with EFC content, watching full bouts, highlight clips, athlete narratives, and exclusive behind-the-scenes moments. This kind of engagement offers a more accurate representation of audience interest than traditional TV has ever provided.
Several factors have contributed to this surge. African athletes like Dricus du Plessis are dominating global platforms such as the UFC, casting a spotlight on the continent’s deep talent pool. The next generation of African fighters, many developed within the EFC hexagon, are rising rapidly. Meanwhile, live sport has become the most compelling form of video content in today’s fragmented media landscape.
In addition, EFC’s full control over its broadcast product has allowed for platform-native content tailored specifically to digital audiences. This agility is helping EFC carve a unique space in global combat sports marketing.
The brand impact is tangible. For partners like KNOX Hydrate, embedded across EFC’s most viewed content and endorsed by elite athletes, the results have been authentic, repeatable, and scalable. Whether it’s product placement in the Hexagon, integration with fighter profiles, or appearances in highly viewed clips, the exposure has delivered serious value.
This is the new age of sports marketing: targeted, transparent, and globally accessible. And EFC is leading that charge in Africa. With fresh events, athletes, and digital content rolling out monthly, the EFC platform continues to evolve, offering unmatched access to a sport-loving, youth-driven audience.
