There’s no question the sport of mixed martial arts (MMA) has grown exponentially in recent years, receiving widespread attention in the public consciousness and mainstream media.
The business aspect of MMA is similarly on an upward path, with ONE Championship (ONE) right at the forefront here in Asia. In fact, on a global scale, the only other significant presence belongs to the Ultimate Fighting Championship (UFC) which operates mainly in North America.
However, despite the UFC’s longtime presence since the 90s, it is the relatively young ONE that is making major headway in terms of lucrative partnerships with some of the world’s biggest brands here in Asia. Described as Asia’s largest sports media property, ONE has signed blockbuster regional deals with the likes of corporate powerhouses Marvel and Under Armour.
Under Armour is working with ONE on initiatives across Singapore, Malaysia, Indonesia, Thailand, and the Philippines, while Marvel’s involvement is centred around the premieres of Captain America: Civil War in the Philippines and Singapore.
Headquartered in Singapore, ONE claims a global broadcast reach of over 1 billion homes across more than 70 countries, which would explain how it was able to attract such highly sought brands. Past and present partners for ONE’s events in Singapore include blue chip brands such as LG, Mah Motors, Alienware, Intel, and Canon.
As a longtime partner, Casio G-SHOCK offers some insight.
“We are extremely thrilled to partner ONE in Singapore for the third time running, and for G-SHOCK to be named as the Official Timekeeper this year. Being a globally recognised leader in timepieces, we are excited to work with the largest sports media property in the region, and be at the forefront of driving the growth of MMA in Asia,” said Mr Teppei Takahashi, Assistant General Manager, Timepiece Division, Casio Singapore.
Even though ONE doesn’t reveal any official dollar values or figures with regard to their business, having Marvel and Under Armour on board as partners for the upcoming ONE: ASCENT TO POWER event at the Singapore Indoor Stadium on May 6 is a huge acknowledgement of ONE’s standing in the corporate world.
At the head of ONE Championship is Mr Victor Cui, the organisation’s CEO, who was also named the most powerful man in Asian MMA by publications across the region. It is his vision that has brought ONE to the heights it has achieved today.
“ONE Championship has gone from strength to strength here in Asia, and we’re excited at all the progress we’re making in this market,” said Mr Cui. “I truly believe that we’re still at the beginning, and more and more brands will come to see the immense value ONE brings to the table with each one of our blockbuster events that are undoubtedly the most exciting in the world.”
At the rate ONE Championship is expanding, with new partnerships and broadcast deals being struck all the time, the future of MMA is in Asia bright, and may soon challenge the West’s dominance over the sport.
“There is no doubt in my mind that it’s just a matter of years, not decades,” adds Mr Cui.
a1admin@sph.com.sg
