Ultimate Strongman ‘World Series’ Summermania will be streamed live to 27 million people this weekend after agreeing a broadcast deal with UNILAD.

UNILAD’s Facebook page UNILAD Sport will host the event’s live coverage, which takes place at Southampton F.C.’s St Mary’s stadium on Saturday and will see 12 of the world’s strongest men compete head to head to take the title, and qualify for the World Series final.

“The opportunity to stream the Ultimate Strongman Summermania, in partnership with UNILAD will provide the world’s best strongmen with exposure to prospectively 27 million people,” commented David McConachie, event director.

“These world class events are growing in popularity as strong is becoming the new ‘fit’, and the athletes competing will perform in super-human tests of strength and fitness.”

UNILAD’s head of live sports rights, Ed Dowdell, added: “We are delighted to be working with Ultimate Strongman and showcasing professional Strongman to a global audience.”

Last year UNILAD secured over 25 billion video views and one billion engagements and – according to the online publisher – has an equal 50/50 audience split between male and female fans.

The coverage, which kicks off at 1pm, will see five of the strongman disciplines - including the Giant Tyre Flip, Log Press World Record Challenge, Farmers Walk, Car Deadlift for Reps and the Atlas Stones.

History could also be made at this first World Series event of 2017, with £5,000 up for grabs for the first man to break the Log Press World record – currently stood at 228Kg.