MMA: Is America ready for a Muay Thai extreme? ONE Championship chairman and CEO Chatri Sityodtong and his Amazon Prime companions in pugilism are taking it to the financial institution.
ONE Championship chairman Chatri Sityodtong. Photograph: AFP
On a current Zoom name, Chatri, clearly On The very Greater of his recreation, defined why ONE’s 5-yr, eight-decide Deal with a platform, which enterprise insiders tip for The very biggest slot Amongst The numerous world’s stay sports activities streamers, is a knockout.
Round 10 yrs and working and with US$1.4 billion (B51bn) in annual income, ONE Is Amongst The numerous quickest-rising worldwide sports activities properties in historic previous. And that’s not hyperbole.
An enterprise report by Nielsen media scores agency ranks ONE at No.5 on Tv in 150 nations worldwide and on digital, collectively with Fb, YouTube, TikTok, and Instagram.
In cumulative attain on worldwide broadcast television in 2021, ONE was ranked No.4 behind the Tokyo Olympics, Euro 2020 soccer event and Champions League soccer rivals, and forward of Formulation One (No.5), NFL (No.7), NBA (No.8), and UFC (Final Preventing Championship, No.9) – ONE’s solely US rival.
And all as a Outcome of, “In case You are a fight sports activities fanatic or wrestle fan, ONE Championship provides you The prospect To revenue from The biggest martial arts world champions on the planet,” Chatri said.
“We’re by far the youngest. And When it Includes viewership and engagement, we’re undoubtedly Asia’s largest worldwide sports activities media platform.
“It’s The primary time in historic previous that an Asian sports activities property has been broadcast stay in US prime time Frequently. Usually, the visitors is All of the completely different method with American sports activities, music, and Hollywood content material exported into Asia.”
The Amazon Prime tie-up started with a roadcurrent to the US last yr, the place Chatri pow-wowed with All of the primary US broadcasters.
“We had A pair of provides, however we chosen Amazon Because of its subscribers and its push into sports activities. It’s a trillion-greenagain agency that already has super success. Do You’d like to’re dwelling Inside the US, you go to Amazon Daily To buy Almost somefactor and now you’re watching the NFL on Thursday and ONE on Friday,” he said.
“Amazon Is clearly the 800-pound gorilla in ecommerce however what people don’t realise is their sports activities quantitys are rivalling All of the primary sports activities broadcasters in America.”
UFC, which Might be seen on ESPN, is already Inside the US. In the direction of this, ONE’s particular formula is breaking new floor in a market with monumental potential – Only a fraction of Amazon’s 200 million subscribers interprets into super viewing quantitys.
Beneath the deal, Amazon will get 12 stay events a yr in primetime for 5 yrs plus archives and on demand.
If People take to it as assiduously as They’re anticipated to, it could be The start of one factor even greater; ONE is projecting around 65 stay events alcollectively Inside The approaching yr, Based mostly on Chatri.
As properly as to promoting promoting, Amazon is spending Some large money advertising ONE Inside the US. Meanthe placeas, ONE additionally skims some promoting, sponsorship, and pay-per-view incomes.
But What Goes to American followers, hooked To at least one’s marquee sports activities properties ONE Championship and ONE Esports activities, get? “One Is completely completely different from somefactor that exists Inside the US proper now. It’s A completely completely differentiated product and mannequin When it Includes the ethos of martial artists, the authenticity Coming out of Asia, with the world’s biggest champions all on a single platform,” Chatri said.
“Furtherextra, it’s carried out with the true spirit of martial arts – a DNA of integrity, humility, honour, respect, braveness, self-discipline, and compassion.
“Fans are blown amethod by our reveals. It’s A combination between a rock live performance or a hip hop live performance and the Olympics held in An monumental indoor stadium.
“With adrenaline and thunderous roars from hundreds of followers, the power is electrifying. We now have fireworks and laser lights and smoke and pyrotechnics, and it’s an explosive dynamic current that America has by no means seen earlier than.”
ONE will host its first stay event on US soil Inside The primary quarter of 2023. Live events are additionally upcoming in Europe. Furtherextra, the Asian schedule – with stops in Tokyo, Beijing, Shanghai, Bangkok, Jakarta, Manila, Dubai and extra – is being steadily resumed after the COVID-induced hiatus.
But the placeas America performs catch-up, it’s all nofactor new in Thailand the place ONE is properly-entrenched in Thai Rath Tv, ranked fifth for viewership in Thailand in 2021 by Statista, its broadcast companion for the previous a quantity of yrs.
Furtherextra, ONE currently companioned with Fairtex Fight and Tero Digital To rearrange the Fairtex Fight Road To ONE Thailand, a feeder league inTo at least one the place the winner walks amethod with $100,000 and graduates inTo at least one Championship.
As for Muay Thai, ONE is the world’s largest stage for Thailand’s conventional fight sport.
“We now have The biggest multi-position champions from All by way of the place Inside the world, not simply Thailand. They’re the world’s biggest strikers, so there’s A lot of extreme-diploma method American followers have by no means seen earlier than,” Chatri said.
The itemizing of superstars staged by ONE is exhaustive certainly.
They embrace Nong-O Gaiyanghadao, Stamp Fairtex, Liam Harrison, Jonathan Haggerty, Rodtang Jitmuangnon, Superbon Singha Mawynn, Tawanchai PK Saenchai, Petchmorakot Petchyindee, Michael Savvas, and extra.
“Now it’s going to be a seamless expertise for our US viewers, too,” Chatri said. “How do Millennials and Gen-Z eat media? Very first factor Inside the morning, they Take A look at TikTok and Fb and Instagram. They don’t decide up a newspaper or Activate The tv to get all their stuff. As quickly as they go to mattress at Evening time, it’s The identical.
“ONE Championship is dominant on social media and digital media, That are the prime portals into The complete ONE expertise. In a name at 9pm Japanese Regular Time, you sit again and whether or not you’re watching Out of your mobile system or at house In your OTT platform in Amazon, it’s extremely accessible and irresistible.”