One Championship’s unique positioning continues to attract new fans and sponsors. On its current trajectory, is the MMA promotion a threat to the long-standing hegemony of the UFC?
This report comes in PPT.
In 2019, One Championship attracted over 200,000 fans to live events. While an impressive performance, this is less than half the number of the leader in MMA, the UFC. The average ticket price at a One event is, nevertheless, significantly higher than for Asia Pacific sports leagues, and is on a par with major regional events such as Formula 1 Grands Prix and major boxing events.
One Championship is positioned as an homage to the martial arts heritage and tradition in Asia. By focusing on tenets like focus, honour and integrity, the promotion has distinguished itself from competitors, with MMA still often perceived publicly as merely brutal cage-fighting.
The positioning of One Championship as an exciting but more publicly palatable version of MMA will open the door to new sponsorship opportunities. Already, some significant deals have been signed, notably with Vaseline (Unilever) and Red Horse Beer (San Miguel Corp). There are still a number of priority sponsorship categories yet to be filled, from automotive to toys and games.
Global ambitions have been tempered by the onset of the Coronavirus (COVID-19) pandemic. Already adept at engaging fans online, One Championship continues to develop its digital offering, working with Microsoft to provide AI generated tailored fan content. Recent investments in e-sports tournaments will also pay dividends. In lieu of physical events, digital engagement will be key to delivering growth.
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