What happened: The promotion announced the release of the first Embedded episode for UFC 329. Flyweight Lone'er Kavanagh called his upcoming bout on the card a dream come true in conjunction with the launch.

Why it matters: The episodic series serves as a core marketing tool during fight week to build anticipation for major events. This early-week exposure provides a significant platform for rising contenders on a card headlined by Conor McGregor.

What to watch: UFC 329 takes place July 11 at T-Mobile Arena. The broadcast will stream live on Paramount+.