Fight Capital Newsletter #23
Surging Combat Sports in the Middle East, Scandinavian Muay Thai, and a Up-and-Comer in Canada
Welcome to this week's edition of Fight Capital Newsletter! In this issue, I'm looking into the booming combat sports landscape in the Middle East.
From government initiatives and cultural integration to economic impacts and promising future prospects, I look to chronicle the meteoric rise of combat sports in the region and how it is being driven by strategic partnerships, heavy financial commitments, and an unwavering vision for international success.
In this week's podcasts, I engaged in illuminating discussions with Matthew Heibert, a multifaceted figure in the combat sports domain from Canada, and Patrick Thomsen, the trailblazing Muay Thai promoter from Sweden.
Thank you again for your support and kind words. If you're finding value in my work, please drop a note in the comments and follow me on the platforms at the bottom of the newsletter!
Sincerely,
Unprecedented Combat Sports Surge in the Middle East
The Middle East, known for its rich history and culture, is fast morphing into a fertile ground for combat sports. This transformation isn't merely a showcase of physical skills but a narrative of strategic partnerships, hefty financial infusions, and a robust vision for international glory.
Government Initiatives
The trajectory of combat sports in the UAE is significantly buoyed by government support.
Various emirates and nations within the region have embraced the potential of combat sports as a vehicle for cultural expression and economic development.
In recent years, the government of the United Arab Emirates has invested over $100 million in establishing state-of-the-art training facilities, indicative of the substantial financial commitment towards nurturing the combat sports industry.
Government-led initiatives, funding, and regulation have played a crucial role in creating a conducive environment for the growth of combat sports. Establishing state-of-the-art training facilities and venues is a testament to the authorities' level of investment and commitment towards nurturing this burgeoning industry.
Cultural Integration
The integration of combat sports within the Middle Eastern culture is a fascinating narrative. A great example is when Brazilian Jiu-Jitsu was introduced as a compulsory subject in public schools in Abu Dhabi in 2008.
Since the introduction of the Brazilian "Jiu-Jitsu Schools Program" implemented in more than 130 public schools in Abu Dhabi since 2008, over 76,000 students have been engaged in the program, showcasing a growing acceptance and adulation of combat sports in the region.
This cultural evolution is pivotal for the local acceptance of combat sports and enhances the global perception of the region's combat sports ecosystem.
Also, The National Sports Strategy - 2031 of the UAE aims to strengthen the country's participation in various international tournaments with 17 initiatives. This would lead one to believe that with the rise of combat, sports like boxing, wrestling, and MMA will figure into these initiatives.
The Rings of Glory
The Ultimate Fighting Championship has played a pivotal role in ushering the Middle East onto the global combat sports stage.
UFC 294, a marquee event held this weekend at the Etihad Arena in Abu Dhabi, was a testament to the region's growing allure as a combat sports hub. The event witnessed a staggering attendance of over 18,000 fans, with a global viewership soaring past 1 million, accentuating the Middle East's allure as a vibrant hub for combat sports.
The event featured a riveting Lightweight Title Bout between Islam Makhachev and Alexander Volkanovski, a contest that saw Makhachev clinch a spectacular victory, further entrenching the region's status as a burgeoning hub for combat sports.
This event, a part of a longstanding partnership between UFC and Abu Dhabi, underscores the Middle East's readiness and capability to host combat sports spectacles of global repute.
The symbiotic relationship between the UFC and Abu Dhabi, particularly Yas Island, has significantly blossomed over the years, marking a convergence of global sporting spectacle and regional ambition.
Yas Island, dubbed "Fight Island," has become a cornerstone for UFC events, particularly during the challenging times of the pandemic, by offering a safe and state-of-the-art venue for high-profile bouts.
The continued alliance manifests in thrilling events like UFC 294 and a mutual endeavor to amplify the region's combat sports narrative in the global arena, thereby cementing a lasting legacy in the annals of mixed martial arts.
Promotional Endeavours
The Bahrain-based BRAVE Combat Federation (BRAVE CF) has been a torchbearer for the region in the global MMA community.
With events like BRAVE CF 71 held in Riffa, Bahrain, in June, the promotion showcases the region's fighting talent and establishes the Middle East as a crucial node in the global MMA network.
BRAVE CF has increasingly become a torchbearer in the global MMA community, with its events like BRAVE CF 71 attracting fighters from over 20 countries, reflecting the Middle East's rising prominence in the combat sports realm.
The expansive event schedule of BRAVE CF, including international ventures like BRAVE CF 75 in Tenerife, Spain on Nov. 25 and BRAVE CF 76 in Jakarta, Indonesia on Dec. 5, underscores its mission to foster a global community of MMA enthusiasts and athletes.
Moreover, with frequent events on its home turf, such as BRAVE CF 77, 79, and 80 in Isa Town, Bahrain, on 7, 15, and 25 December, respectively, and BRAVE CF 78: Victorious in Fortaleza, Brazil, on Dec. 8, BRAVE CF not only amplifies the region's stake in the global combat sports dialogue but also brings international attention and talent to the Middle Eastern shores, reinforcing a bi-directional exchange of cultural, athletic, and commercial values in the MMA domain.
Besides the UFC and the Bahrain-based BRAVE CF, UAE Warriors is another notable combat sports promotion making waves in the Middle East. Established in 2012, UAE Warriors has rapidly become a significant player in the regional combat sports scene, having held 50 events across five nations. Headquartered in Abu Dhabi, United Arab Emirates, this promotion contributes to the region's rising prominence in the global mixed martial arts community. Their worldwide appeal is also apparent with their UFC Fight Pass deal.
UAE Warriors' events often take place in state-of-the-art venues like the Etihad Arena and Al Jazira Sports & Cultural Club, underlining the region's capability to host world-class combat sports events. The promotion's activities are a testament to the growing appeal and acceptance of combat sports in the Middle East, aligning with the broader narrative of combat sports becoming a vital part of the region's cultural and economic fabric.
Economic Impact
The economic ripple effects of combat sports in the Middle East are palpable. The economic blueprint is expansive, from job creation and tourism boosts to local business engagement. Hosting international combat sports events is a significant driver of economic activity, showcasing the region's potential as a lucrative market for global combat sports promotions. Certainly:
Sports Tourism: Hosting major combat sports events has catalyzed sports tourism in the Middle East, a booming sector now valued at $600 billion.
Economic Diversification: Dubai's sports sector, enriched by combat sports events, contributes about $1.08 billion annually to its economy, illustrating a route to economic diversification.
Sector Growth: The sports sector in the Middle East is forecasted to grow by 8.7% in the next 3-5 years, outpacing the global growth rate, indicating a promising economic outlook bolstered by combat sports.
The Financial Cornerstone
The Professional Fighters League (PFL) recently inked a groundbreaking agreement with SRJ Sports Investments, marking a significant financial foray into the MMA world by Saudi Arabia.
This $100 million investment is a robust step towards fostering a vibrant MMA ecosystem in the region, paving the way for the launch of PFL MENA in Q2 2024. This initiative aims to nurture and promote local and regional talent, contributing to the Middle East's burgeoning combat sports narrative.
Global Partnerships
The global partnerships forged by Middle Eastern entities with international fight promotions are a cornerstone for the region's burgeoning combat sports scene. It also impacts the bottom line of the economies with an influx of sponsorships.
These alliances are bolstering the region's profile on the global stage and facilitating a cross-cultural exchange of resources, enriching the global combat sports ecosystem. Some examples:
SPRIBE Partnership with UFC 294: The UFC announced a brand-new partnership with the innovative game provider SPRIBE for UFC 294 held in Abu Dhabi. As part of this multi-year sponsorship agreement, SPRIBE received significant branding at UFC 294, including branding in the octagon during the event.
Notable Brands Involved in Sports Sponsorship: In the Middle East, sports sponsorship is a booming industry with reputable multinational companies like Coca-Cola, Emirates Airline, Nike, Adidas, and Vodafone being involved.
Emirates Airlines Sponsorship: Emirates Airlines, a state-owned flag carrier airline, has sponsored numerous sports events both locally and internationally over the years, showcasing its support for athletes across various sports disciplines.
Digital Strides
The advent of digital platforms like STARZPLAY Sports and "UFC Arabia" is a testament to the region's evolving combat sports ecosystem. These two platforms have built a combined subscriber base of over 2 million within the Middle East.
These platforms are bridging geographical and cultural gaps, bringing the thrill of combat sports to a broader audience in the Middle East.
The digital realm is expanding the fan base locally and providing a new avenue for fighters to showcase their prowess on a global stage.
A Promising Future
The surging combat sports ecosystem in the Middle East has not only demonstrated the region's prowess in the global arena but also hinted at a profound cultural shift, embracing a blend of tradition and modernity.
As governments, local entities, and international partnerships fuel this dynamic sector, the ripple effects are tangible, pushing beyond the rings and octagons into economic diversification, tourism, and global perception.
The trajectory suggests a promising future, where the Middle East emerges as a formidable hub for combat sports and a nexus where cultural pride meets global ambition, fostering a vibrant and inclusive sports culture.
THIS WEEK'S PODCASTS
Matthew Hiebert - Aspiring Promoter, Brand Partnerships, and Gym Manager
Matthew Hiebert is an agent, matchmaker, gym backbone, and charitable powerhouse out of Ontario, Canada. He works closely with leading MMA gym, Niagara Top Team, and when he's not pushing the boundaries in the sports world, he's making waves with charitable causes, like his recent donation from the "Nak Muay Niagara II" event to the Theodoreau Foundation.
We discussed:
His Spark of Passion: The definitive moment when Matthew's heart and soul were captivated by combat sports.
A Combat Sports Renaissance Man: The many roles and accolades that he embraces.
Secrets of Success: How he is Managing Canada's #1 MMA gym, Niagara Top Team, and why isn't a walk in the park.
Academic Foundation: From the wrestling mats of Brock University to its academic halls, how has his dual role as a Sport Management student and varsity wrestler shaped his path.
Challenges of Nak Muay Niagara II: Being the brains behind a successful event and which hat – promoter, matchmaker, or marketer – has posed the greatest challenge.
Eyes on the Future: With such a storied journey, we look at what's next in line for this dynamic figure.
Connect with Matthew on LinkedIn
Follow Niagra Top Team on Instagram @niagaratopteam
Patrick Thomsen - Muay Thai Promoter Leading the Way out of Sweden
Patrick Thomsen is a Muay Thai athlete turned trailblazing promoter at the helm of one of the fastest-growing combat sports organizations in Europe, the Muay Thai For Life Series. His journey, marked by both triumphs and tribulations, echoes his resounding belief, "I might not have ended up where I intended to, but I believe I ended up where I needed to be."
We explored:
Patrick's Journey to Combat Sports Promotion: Transitioning from honing his Muay Thai skills in Australia to competing globally at places like Rajadamnern Stadium and then launching the "Muay Thai For Life Series" in Sweden amidst a wave of MMA popularity.
Muay Thai For Life’s Genesis: Launched in 2021, how the MTFL Series has quickly skyrocketed to become a distinguished promotion in Scandinavia.
Handling Grief and Driving Forward: 2019 was a tough year with personal loss and how he managed to channel jos energy into creating something impactful in the combat sports sphere.
All-Star Training Center & Athlete Management: How Patrick has managed athletes and is creating bustling Muay Thai athletes.
Broadcasting and Collaboration: With events now being broadcasted live on DAZN and how it has impacted his growth.
Connect with Patrick on LinkedIn
Follow Muay Thai for Life on Instagram @mtfl_series
The MTFL Website www.muaythaiforlife.se
HOW AM I DOING?
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Great info on the world market for combat sports. Do you plan to feature any of the emerging young tale3?