Content powerhouse Banijay Entertainment announced a strategic partnership between Banijay Media Germany, the creative and marketing agency of Banijay Germany, and European martial arts and live events specialists, Innovation Media. Coinciding with the agreement, the companies unveil their first collaboration, "The Ultimate HYPE" – a live martial arts event, confirmed for 4 October in Germany.
Combining Innovation Media’s extensive experience in live events and martial arts with Banijay Media Germany’s expertise in ticketed events, marketing, and multi-platform distribution, the two companies will capitalize on the growing popularity of combat sports – as demonstrated by significant broadcast deals and platform partnerships for the likes of "UFC", "Professional Fighters League", "ONE Championship", and "Bellator". Together, they will develop, produce, market, and distribute bold and original martial arts entertainment through social and TV formats, and live events.
"The Ultimate HYPE", taking place at Rudolf Weber Arena in Oberhausen, will feature top reality stars and creators competing in a variety of combat disciplines including boxing and MMA. Participants will receive professional training over the coming weeks and months, which will be documented for audiences.
Christian Nienaber, Managing Director of Banijay Media Germany consider that it's a novel move in the wake of the boxing and martial arts boom: 'Boxing and martial arts are booming, supported by millions of enthusiastic fans online. We're doing something new – training celebrities and creators in various disciplines, accompanying them, and letting them compete against each other live. Ultimately, it's the symbiosis of live event and storytelling across media, and with Innovation Media, we've found the perfect partner"; noted.
Finally, Lukas Band, Managing Director of Innovation Media regards it as a step forward in terms of development: 'Live events in the field of martial arts and entertainment are our passion. With "The Ultimate HYPE" and Banijay Media Germany, we are taking the next step and offering fans and viewers even more, live on-site and at home, with a fantastic evening gala, red carpet, music acts, and, of course, fighting – plus exclusive content across all platforms;" commented.
The strategic partnership echoes Banijay Entertainment’s wider growth in the sports genre, following its launch of Banijay Sports, and through live events spearheaded by Banijay Live, its dedicated live event and experiences business.
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