Johannesburg, 13 November 2024 – South Africa’s Ultimate Fighting Championship (UFC) Middleweight champion, Dricus Du Plessis, has solidified his place as a true viewer magnet, drawing record-breaking viewership numbers in his most significant bouts to date. According to Nielsen Sports SA, Du Plessis’ fight against Sean Strickland in January 2024 garnered a massive 382,219 viewers, while his title-defence bout against Israel Adesanya in August captivated 307,619 viewers, both marking historic milestones for live UFC broadcasts in South Africa.

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South African Fan Dedication Shines Through

From his first televised fight in 2022 to the epic showdown against Adesanya, Du Plessis has experienced a 1033% increase in live viewers, with a unique audience that is 120% higher than the best-performing non-Du Plessis UFC event. The South African public demonstrated unwavering dedication, even at a 3 AM fight card start time. This steadfast support further echoes the loyalty seen in events like the Rugby World Cup and Africa Cup of Nations (AFCON), where local sports heroes consistently inspire the nation.

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Record-Breaking UFC Viewership

SuperSport’s coverage of the Adesanya bout clocked an impressive 605,652 total broadcast hours, with 528,767 unique viewers tuning in – a landmark achievement for Mixed Martial Arts (MMA) broadcasts in South Africa. Notably, 28% of viewers watched the fight more than once, underlining Du Plessis’ broad appeal and the event’s replay value. The match's accessibility, expanded to non-premium subscriber platforms, significantly broadened its reach, with 61% of the live audience watching 75% or more of the broadcast, a first for a UFC event held at such an early hour.

Duncan Stead, Commercial Manager at Nielsen Sports SA, highlights the opportunity for advertisers:
“Sport is an exceptional unifier for South Africans, providing a welcome escape and a point of national pride. Brands have a unique chance to connect with fans in a ‘feelgood’ state of mind, as they rally behind their heroes. The reception for Du Plessis and the cross-sport collaboration, with Springboks like Siya Kolisi and Eben Etzebeth joining him for the Adesanya fight, showcase the sport’s expanded appeal.”

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Multi-Language Broadcasting and Regional Impact

The introduction of multi-language commentary (English, Afrikaans, and isiXhosa) during Du Plessis' fights has been a game-changer for fan engagement. First launched during his win over Sean Strickland, this feature has broadened the UFC’s reach and cultural resonance. Regional viewership data from Nielsen also underscores Gauteng’s dominance, contributing 29% of the national audience.

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Collaboration Across South African Sports

The involvement of beloved sports icons, like Springboks Siya Kolisi and Eben Etzebeth, in Team Du Plessis' walk-in for the Adesanya fight highlights the cross-over appeal that UFC has garnered. This type of collaboration has made MMA more relatable and accessible to the broader South African sports community, further driving engagement and growing the sport's fanbase.

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The Future of MMA in South Africa

As MMA fandom in South Africa continues to surge, athletes like Dricus Du Plessis are proving to be pivotal in transforming the sport from niche interest to mainstream phenomenon. With the dedication of fans and strategic support from brands, the country eagerly awaits the next wave of sports stars to rally behind.

For more detailed viewership insights and sponsorship opportunities, contact Duncan Stead at Nielsen Sports SA via This email address is being protected from spambots. You need JavaScript enabled to view it..

TV viewership data Source: BRC TAMS 2024

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Social Media Post

Dricus Du Plessis Sets New Records for UFC Viewership in South Africa!
Fans flocked to watch Du Plessis' historic bouts, proving that SA sports heroes unite the nation, no matter the hour. With 528,767 unique viewers, it’s clear: South Africa stands proudly behind its champions!

#DricusDuPlessis #UFC #SportsViewership #SouthAfrica #MMA #SportsMarketing #pressrelease #AfricaNewsroom #bizcommunity #publicrelations #africa #southernafrica #southafrica

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