The ONE Championship, based in Singapore, is set to host its first-ever event in the United States in Denver, 30 years after the UFC held its first fight card in the same location.
ONE CEO, Chatri Sityodtong, highlighted the significance of the event and revealed that the franchise is planning to host many more events in the US. Sityodtong admitted that the UFC dominates the Western Hemisphere audience, while ONE holds a significant share of the Eastern Hemisphere audience.
According to market measurement firm Nielsen, ONE was ranked among the top five sports media properties globally in terms of viewership and engagement in 2021, beating the UFC in digital viewership, digital fan engagement, and cumulative reach in global broadcast television. Unlike the UFC, ONE’s fight cards include a range of other disciplines, such as submission grappling, Muay Thai, and kickboxing.
While ONE is a powerhouse in Asia, it is relatively unknown in the US and is reported to be losing money. Sityodtong believes that ONE has built its brand and roster to a level where it is now ready to shift from investment to monetization and take on the UFC in North America.
He says One Championship will bring a more authentic martial arts ethos to the US and provide a platform for fighters to be role models rather than trash-talkers. Some experts believe that ONE will face challenges laying a glove on the UFC, with the promotion being too dominant to challenge. However, ONE’s real competition may be other promotions like Bellator and the Professional Fighters League.
ONE’s rule sets, which allow moves illegal in the unified rules followed by the UFC, pose the biggest challenge to its expansion in North America. Despite this, the ONE Championship is making history, and with a host of world-class fighters and significant financial backing, it will be interesting to see how it fares in the North American market.
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