Mixed Martial Arts Programming

Negotiated multiple seasons of Mixed Martial Arts (MMA) coverage for The Score when the sport was still in its infancy. The most high profile properties were Bellator and World Extreme Cage Fighting (WEC). Other notable partnerships included Strikeforce and Bodog Fight. 

The business case for the acquisitions became quickly apparent to even the strongest objectors. The sport provided high action content that was a perfect fit for the network’s young, male subscribers. Both Bellator and WEC provided full production solutions and events delivered strong numbers for live airings as well as repeats. Only minor revisions were required for advertising blocks to compensate for the shorter commercial windows of American media partners. Encouraging Bellator and WEC to come to Canada provided excellent hosting opportunities and resulted in strong numbers both at the gate and on TV. 

Success came from supporting the programming effectively and authentically while simultaneously looking for logical business extensions. Bodog Fight became the gateway to a much deeper commercial relationship that included poker programming and the integration of sports odds into features. Strong promotional campaigns were complimented by unique lifestyle contests such as the Our Lady Peace  Sports & Music Weekend in conjunction with Bellator and a sponsored trip to a UFC event in Abu Dhabi in partnership with Etihad Airways and the WEC.