In a sign of growth for the company, Bellator has entered into a deal with FremantleMedia Enterprises. The company will represent Bellator in seeking international distribution rights and other business opportunities on behalf of the company.
Via joint FME-Bellator press release:
FremantleMedia Enterprises (FME), the brand extension arm of FremantleMedia, today announced a global rights deal with Bellator Fighting Championships for FME to exclusively represent the rapidly growing brand’s international TV distribution rights, as well as handle the licensing, digital and ancillary rights for the US and international markets.
Since its launch in 2009, Bellator has rapidly gained momentum in the US and abroad, and is now the No. 2 promoter and producer of mixed martial arts worldwide. Currently in its fifth season, Bellator airs in over 80 million homes on MTV2, in high-definition in 30 million homes on EPIX and can be seen weekly on Spike.com. Recognizing the growing popularity of the brand, Viacom, parent of MTV Networks, recently acquired a majority stake in the company. Additionally, Viacom has announced that Bellator will debut on Spike TV in early 2013, where it will be seen in over 100 million homes.
David Ellender, FME’s Global CEO, commented, “This deal further diversifies FME’s third party slate and builds on our reputation as experts at identifying and exploiting the potential of emerging brands. The sport of mixed martial arts is gaining momentum with fans worldwide, and we can see huge potential for the Bellator brand across all platforms, both in the US and internationally.”
“The incredible athleticism and intensity exhibited in all of our mixed martial arts tournaments translate into any language,” said Bjorn Rebney, Chairman, CEO and Founder of Bellator. “With FME as our partner, we will have the ability to showcase our high-intensity brand of fighting to millions around the globe.”
Payout Perspective:
This deal bodes well for Bellator as its a sign of the expansion of the brand and the potential of tapping unrealized economic opportunities abroad. Its likely that this deal is in place as it foreshadows Bellator’s move to Spike TV a year from now.
Is there any evidence that Bellator is doing anything more than merely treading water until 2013? Their MTV ratings have dropped and have never been anything more than anemic as they’ve failed to make any inroads against the UFC’s Saturday night broadcast presence. Their champions sit idle or fight in meaningless non-title bouts. They have weight classes with no scheduled tournaments.
Is the strategy basically looking to keep the promotion limping along and then expect an explosion of interest 14 months from now when they begin airing on Spike? By that time, the UFC’s Fox TV deal is going to be beginning to mature. I’m a big fan of Bellator and its format, but even I am pessimistic, unless this latest deal means that they’re viewing foreign markets as the source of sustained growth.