Sports marketing agency Infront has made its first entry into mixed martial arts (MMA) through a new international media rights partnership with Europe-based promotion Oktagon MMA.
The tie-up also represents Infront’s first move into combat sports.
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In recent years, Oktagon has emerged as one of the fastest-growing MMA promotions in Europe, staging 18 sold-out events annually.
Much of Oktagon’s success has been in Germany, with eight events hosted in major cities and a series of shows in big stadiums, including what is claimed to be a world-record attendance of 60,000 fans at Deutsche Bank Park in Frankfurt.
The series, which began hosting events in Central Europe, mainly the Czech Republic and Slovakia, has been branching out into other European markets over the past year.
Julien Ternisien, Infront senior vice president of summer sports, said: “MMA continues to court global influence, with similar rights deals over the last few years illustrating continued commercial growth for the sport.
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By GlobalData“This partnership is an opportunity for us to expand our portfolio and bring our experience of finding new ways to monetise rights to a new combat sports vertical. We’re looking forward to supporting Oktagon and accelerating its media rights growth.”
Pavol Neruda, co-founder, Oktagon MMA, added: “We’ve spent several years building Oktagon into one of Europe’s leading MMA brands with a strong community and world-class live events.
“This new partnership with Infront is indicative of our intent to take the brand to the next level and provides expertise and global reach to expand our audience, showcasing our fighters to fans across the continent.”
