UFC picks Anomaly Toronto

The agency is leading a campaign promoting the UFC 205 pay-per-view event at New York's Madison Square Garden.
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Ultimate Fighting Championship has selected Anomaly Toronto to lead “Can’t Wait,” a campaign promoting the UFC 205 pay-per-view event in November.

The agency was selected for the assignment following a review process.

Though Anomaly hasn’t worked with UFC as a direct client, the agency has worked with the company as part of award winning campaigns for Bud Light that provided the beer’s consumers with “ultimate fan experiences” related to UFC.

Anomaly’s other sports work in Canada has included campaigns around the 2016 NBA All-Star Game, the Nike’s Canadian athletes and the 2014 FIFA World Cup for Google. It has also worked on campaigns for Major League Baseball and retailer Dick’s Sporting Goods in the U.S.

UFC 205, held on Nov. 12 at Madison Square Garden, will be the company’s first event in New York City, following the overturning of a longtime state law earlier this year that banned professional mixed martial arts – hence the “Can’t Wait” tagline. Creative for the campaign began showing up online and on UFC’s social channels in late August, featuring a chorus of fans alternating between chanting the letters “UFC” and “NYC.”