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TV3 lands UFC rights in Baltic markets

Justin Gaethje (L) punches Tony Ferguson (R) in their interim lightweight title fight during UFC 249 (by Douglas P. DeFelice/Getty Images)

Baltic media group TV3 has agreed an exclusive, multi-year rights deal with the Ultimate Fighting Championship to provide coverage of the mixed martial arts promotion in Lithuania, Latvia and Estonia.

The new contract will provide Baltics sports fans with all live UFC events via the TV3 Sport channel. Content will also be offered through Go3, an OTT platform which TV3 launched in December.

The deal was signed ahead of the UFC’s return to action in the US city of Jacksonville on Saturday, headlined by an interim lightweight title bout between Tony Ferguson and Justin Gaethje.

TV3’s UFC coverage will include extensive localised commentary, over 100 hours of UFC original and archive programming, and special content for Baltic viewers.

The Endeavor-owned IMG agency sells the UFC broadcast rights worldwide, including live rights, event preview content, taped programming and archive.

The TV3 and TV6 channels in the Baltic countries were sold by Modern Times Group by Providence Equity Partners in 2017 and the All Media Baltics business was created to house the business.