Full-service agency Horizon Sports & Experiences (HS&E) has been brought on board by ONE Championship to secure new partnerships in the US for the Singapore-based international mixed martial arts (MMA) series.

Under the deal, announced today (April 19), HS&E will help to manage ONE’s sponsorship, entitlement, and brand activation activities in the country, with a particular focus on developing and expanding its portfolio with “new and innovative” brand partners.

The agency will “identify, negotiate, and represent sponsorship and entitlement agreements that will incorporate brands into ONE live events in a multitude of ways, as well as brand activation for accompanying ancillary experiences.”

It will also provide ONE with data and analytics services and solutions aimed at helping the series to deliver better experiences for brands and consumers.

The deal forms part of ONE’s continued global growth efforts and is aimed at capitalizing on the significance of the US market specifically.

It follows the unveiling in April last year of a major five-year broadcast deal in the US and Canada with Amazon’s Prime Video streaming service and the subsequent announcement of plans for ONE to hold its first event in the US next month (May 5).

Chatri Sityodtong, chairman and chief executive of ONE, said: “We’re thrilled to partner with Horizon Sports & Experiences as we prepare to officially launch in the US.

"The US is the world’s largest and most sophisticated sports and entertainment market and home to the world’s most elite sports leagues and properties. We’re grateful for HS&E’s staunch support to help us scale and succeed as we host our dynamic martial arts events live for the first time in front of our passionate US fanbase.”

David Levy, Co-chief executive of HS&E, added: “ONE Championship is one of the biggest sports media properties in the world, and we’re excited to partner with them.

"As ONE Championship embarks on its US debut next month, this is the perfect time to collaboratively work together to break new boundaries and create innovative sponsorships and activations for brands looking to connect with the unequivocal leader in martial arts and its engaged fanbase.”

HS&E was launched by Levy, who previously spent over 30 years at media companyTurner Broadcasting, and his co-chief exec Chris Weil, who spent nearly 20 years at the Momentum Worldwide agency.

It has since struck deals with the likes of basketball’s NBA, Top Rank Boxing, collegiate sports marketing firm Learfield, and various brands.