Ultimate Fighting Championship (UFC) on Broadway?
Well… sort of.
UFC dropped a tongue-in-cheek 30-second promotional spot today (Tues., Feb. 17, 2026) parodying a theatrical production titled “Fight! The Musical.” The over-the-top ad features Dustin Poirier, Miesha Tate, Cory Sandhagen, Rose Namajunas, and Chael Sonnen performing dramatic ballads and exaggerated dance numbers inside a stage designed to resemble an Octagon.
Yes, it’s as ridiculous as it sounds.
Complete with campy choreography, theatrical lighting, and full-blown Broadway flair, the commercial leans hard into the absurdity— and then quickly pivots to promote Black Rifle Coffee Company, the UFC’s longtime partner and “Official Coffee of UFC” in the United States.
The promotion has worked with Black Rifle Coffee for several years, so the playful self-own fits the brand’s recent marketing tone.
The tagline on the tweet was: “Not all ideas are good ones,” — which is completely correct.
Check it out below:
Social media, however, had thoughts.
Reactions ranged from brutal to amused:
- “Note to self, never drink Black Rifle Coffee.”
- “Why does the UFC have the most cringe commercials?”
- “Unfortunately, I think we’ve witnessed peak UFC. It’s all downhill from here.”
- “Anything but promoting fights.”
- “Fire your marketing team.”
But not everyone hated it:
“Stop being negative, this was funny.”
“I think everyone’s hating this is funny af.”
“Ya know this is stupid as f—k but I rock with it.”
“Wow that was actually good.”
Love it or loathe it, the UFC clearly got social media talking — which, in marketing terms, might mean the musical wasn’t such a bad idea after all.
