MTV and Super Fight League have inked a deal to broadcast the Indian mixed martial arts competition on the music, reality, and youth culture programming channel.
MTV will be the official broadcaster for the second season of the Super Fight League, which is slated from February next. The SFL is conceptualized and jointly promoted by the Indian-origin British businessman Bill Dosanjh and Pakistan-origin British Olympian and two-time world champion boxer Amir Khan.
This will be MTV’s third association with a national sports league. The Channel has earlier signed broadcast deals with Raj Kundra’s Indian Poker League and Ronnie Screwvala’s esport league – UCypher.
The channel has emerged the choicest destination for the new sports properties eyeing to capture the imagination of the millennial generation.
The poker league, which in the inaugural year was aired on the Sony sports network, had opted for MTV with an aim to reach out to new audience. “We feel that Poker is very much popular with the youngsters in India and thus we have signed up with MTV. It is a 3-year contract, as of now,” Raj Kundra, brain behind the IPL, had told insidesport.co while confirming the signing.
The SFL too has tied up with Viacom 18 youth entertainment platform to penetrate into the youth as the target audience for the sport.
MTV has created a deep reach among the India youth audiences with shows like Coke Studio and MTV Unplugged in music genre; reality television shows MTV Roadies and Splitsvilla and youth-based sitcoms MTV Reality Stars.
The franchise-based league that is being organised in association with the All-India Martial Arts Association (AIMMAA) will entail prize money of ₹4 crore.
Raj Nayak, COO, Viacom 18 said, “Mixed Martial Arts is a niche sport in India but one that’s gaining a lot of popularity. Through MTV’s association with SFL we aim to popularize the sport and make it accessible to a much larger audience than it currently enjoys.”
Adding to the same, Bill Dosanjh, SFL’s CEO and founder said, “MTV is the channel that resonates strongly amongst the millennial generation. Having the channel as a broadcast partner will further augment our endeavour to reach the core population of India and make SFL a name to reckon with in the MMA fraternity in India. On the investment side, we have spent almost INR 250 crores in the last five years and we are looking to invest a further INR 200 crores over the next 3 years.”
The second season of the leading MMA league will be conducted at MTV SFL Arena, Famous Studios, Mahalaxmi, Mumbai from February 9, 2018, to Match 17, 2018.