Combate Global announced a new phase in its international growth with a strategic partnership with EndemolShine Boomdog, part of Banijay Americas, and a full transition to all-digital distribution. The U.S.-based, Mexico-centric Mixed Martial Arts (MMA) franchise, known for its innovative approach, has already seen measurable success from the shift.
“From a programming standpoint, we certainly didn’t need to take our shows to a digital platform, but to continue growing worldwide and to further our reach to young, new MMA fans, which has always been our goal, we needed to do so,” said Combate Global CEO Campbell McLaren, who co-founded and created the UFC in 1993.
The collaboration will debut with "Mexico vs. Argentina," a live event set for August 28, featuring three men’s and two women’s bouts. “Everyone understands the concept of fighting for one’s country,” said McLaren. “The sport of soccer thrives on it, which is a big part of the reason why Combate adopted this model. It’s a format that evokes strong emotions and makes people care more about what they are watching on television – and that’s a big reason why this company has stood out from the rest in its business and will continue to do so.”
Just seven months and five events into distributing its live shows exclusively on YouTube, Combate Global has accumulated more than 5.2 million television minutes viewed and over 3 million viewer impressions. The move follows a highly successful six-year run on TelevisaUnivision, where in 2023 the franchise achieved 1 billion television minutes viewed, outperforming the Ultimate Fighting Championship (UFC) at times and surpassing established sports such as Major League Baseball, NASCAR, the Premier League, and the NHL.
Combate Global has also distinguished itself demographically, boasting the youngest linear television audience in MMA and the largest female audience, with women representing 49% of its total viewers. Nielsen data revealed that 85% of its Univision audience were new to MMA and not UFC fans, underscoring the franchise’s ability to reach untapped markets. These results helped cement its reputation as the fastest-growing sports property in the U.S., leading Forbes to rank it the 10th most valuable combat sports property worldwide in 2024.
The company’s latest partnership with EndemolShine Boomdog marks its return to Mexico, where it had previously staged 22 live events across six markets before the COVID-19 pandemic. EndemolShine Boomdog, producer of major entertainment franchises including "La Casa de los Famosos," "La Casa de los Famosos Mexico," "Quién es la Máscara?" and "Como Agua Para Chocolate," will apply its production expertise to elevate Combate Global’s signature format.
Related News
