(Yicai) Nov. 28 -- The Ultimate Fighting Championship, the mixed martial arts competition that returned to China last weekend for the first time in four years, views the Chinese market as a key revenue driver, according to the senior vice president of its Asia-Pacific division.

China is an important part of UFC’s Asia-Pacific operations, Kevin Zhang also said in an interview with Yicai following the MMA promoter’s event in Macau.

The UFC, which first came to Macau 10 years ago, has become one of the most influential international professional sporting events in China and has a growing audience. Though its income from China last year was not disclosed, the Las Vegas-based business had record revenue of USD1.3 billion, after a 13.3 percent gain.

Interest in MMA and combat sports in China is steadily growing, driven particularly by the success of fighters such as Zhang Weili, the first Chinese UFC champion, which has led to increased popularity for the sport, especially among the younger generation.

Some 16,000 spectators flocked to the Macau UFC Fight Night stadium on Nov. 23. As of Nov. 27, the UFC’s account on Douyin, the Chinese version of TikTok, had 10.9 million followers.

Today, the level and lineup of Chinese players in UFC competitions have improved considerably, as the UFC has more experience in organizing competitions in China, Zhang said. Nine Chinese fighters, including Xiao Long, Yan Xiaonan, Zhang Mingyang, and Shi Ming, took part in the Macau event, and three of them won prizes.

While some domestic competitions may offer higher prize money, sometimes topping CNY1 million (USD138,000), the UFC’s prestige, professionalism, and influence of the UFC far surpasses those of other events, Xiao told Yicai.

One of the key reasons for UFC’s success in China is its digital strategy. The UFC will continue to produce more content on social media and interact with fans, Zhang said.

Migu Video, a Chinese streaming service owned by China Mobile and mainly for sports content, is the UFC’s exclusive broadcaster. Through their channels, the UFC can be exposed to different groups of people and reach a wider audience, he added.

Editor: Kim Taylor