With live events on hold, the mixed martial arts promoter will be presenting a revamped spin-off of the reality-TV format to help keep its global audience of millions, and brands, hooked.
In the world of sports content and marketing, it's clear who the winners and losers are.
If mixed martial arts can mature in Asia in the next two years, commercial sponsors can reap the benefits as well.
One Championship is Asia’s biggest home-grown sports property, valued at over US$1 billion. According to its marcomm chief, its success has nothing to do with trendy marketing concepts.
SINGAPORE - As sports label Under Armour kicks off a strategic Southeast Asia partnership with One Championship at a mixed-martial-arts event tonight in Singapore, chief marketing officer Adrian Chai talks to Campaign about the brand’s approach to the region.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins