ONE Championship, the Asian mixed martial arts promotion, has appointed sports and entertainment agency Talisman to lead partnership development across its live events, broadcast content, and ONE Esports division.

Under the agreement, Talisman will focus on identifying new partnerships and revenue streams in “priority commercial territories.”

Among those, specifically, are the US, the Middle East, and Oceania, although Talisman is also tasked with furthering ONE’s footprint in its traditional Asian markets.

The promotion claims to be “Asia’s largest global sports media platform”, as well as a “top 10 global sports property for viewership and engagement.”

It is broadcast in over 150 countries across free-to-air and pay-per-view channels.

Talisman’s other sporting partners include German soccer’s FC Augsburg, the SailGP sailing series, and Football Marketing Asia, which sells commercial rights on behalf of the Asian Football Confederation.

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Hari Vijayarajan, chief commercial officer of ONE Championship, said: “I have had the pleasure of working with Dharpan and his incredible team around the world for the last six months on a series of innovative, multi-year deals.

“I believe that we have a huge opportunity to unlock the value for intellectual property rightsholders in the brand sponsorship ecosystem, helping Talisman’s clients build leadership and affinity with our massive audience of Gen Y and Gen Z.”

Those recent deals include a multi-year partnership announced at the end of last month (March) for premium lifestyle brand Tumi to become the championship’s official premium luggage partner.

It was reported in early 2021, meanwhile, that ONE was considering options for a public listing in the US.

Dharpan Randhawa, president of Talisman, added: “ONE Championship has achieved so much over the last 10 years and are now at a very exciting inflection point … We will work together with their outstanding commercial team to create meaningful partnerships that will drive value across every touchpoint. We are proud to be a part of their journey to becoming an international powerhouse.”