ONE Championship has gotten off to a hot start in 2025 with marquee events in Bangkok, Thailand, Qatar, and Japan. The thrilling events have delivered nonstop excitement for martial arts fans around the globe. And ONE 173: Denver is next on the horizon.
ONE Championship Has Sights Set on Improving Brand Internationally
ONE Championship Chief Operation Officer John Scheler recently spoke with Sportcal about the organization’s international goals. One of the key elements has been the company’s incredible social media footprint. As Scheler described, promoting the brand in a new market has strategically leveraged its digital offerings.
“I think one of the advantages that ONE has is that it was founded in a part of the world, Southeast Asia, with a younger demographic and a completely digitally native community consuming the majority of its content on the handheld screen. The expectation is different from that demographic than in the United States, where they traditionally restrict viewership to the paid media rights partners,” Scheler told Sportcal.
100 MILLION strong with the greatest fans in the world ❤️ pic.twitter.com/4YhXsEpwlI
— ONE Championship (@ONEChampionship) February 2, 2025
ONE Championship with North of 100 Million Follows on Social Channels
ONE Championship recently surpassed 100 million followers across their various social media platforms. Scheler offered that delivering content to fans that makes them feel like part of the action allows them to develop a stronger relationship with the brand. However, none of it would be possible without the talent that fans are drawn to.
“You need athletes that are going to resonate, it doesn’t necessarily mean that your athlete has to be from the country you’re going to physically deliver the broadcast out of. It might be a cultural hook, might be a language hook, might just be the most compelling storyline for [the promotion], then I think, especially in the sport, you need really good coverage and like awareness,” Scheler added.
Scheler described ONE Championship’s outlook on new markets as one with a multi-year view. Creating an emotional attachment with athletes through storytelling plays a significant role in generating interest. It is reflected in a fanbase that travels to events, generating millions of dollars of economic impact to host cities.
“What we’ve seen in major markets that we’ve gone to is a willingness for fans, martial arts fans, to fly in from other communities and spend a couple of nights, do some shopping, check out the local tourist attractions, then come see an amazing martial arts show and competition,” Scheler said.
Host Markets Real Winners When ONE Championship Comes to Town
ONE’s COO continued to explain how that economic impact is important for sports properties in today’s environment. It is an area ONE Championship has delivered upon with two successful events in Denver, Colorado. As martial arts fans flock to premier events to see their favorite athletes, host cities reap the benefits with packed houses living it up downtown.
“It’s a competitive process for these cities and these venues. If you’re a venue operator, your job is to keep the lights on as many nights a week as possible and drive ticket sales, concessions, and parking. If you’re an economic development board or a tourism board, you’re looking to bring external business into your local community to drive hotel nights, restaurant tabs, merchandise, and shopping. So, as a promotion, we want to [prove that] these tourism boards are making a smart investment with ONE Championship.”
