Skyrocketing social media numbers have translated into rising revenues for Asian martial arts promoter One Championship, Chatri Sityodtong said. The founder and chair of One Championship told SBD Global that the company’s growth has exceeded his wildest expectations. Over the past two years, One Championship expanded its total reach on Facebook from 75 million in ’14 to 926 million in ’16, which represents a 1,134% increase. Even bigger has been its increase in terms of video views on the leading social media platform. In ’14, One Championship’s videos garnered a total of 312,000 views on Facebook. Last year, that number was 130 million, meaning video views increased by 41,601%. “The growth is amazing,” Sityodtong said. “This trajectory has been all across the board, from TV ratings to our other social media presences.” He said that ballooning social media metrics have also impacted the company’s bottom line. “All of our deals are re-rolling at a higher rate, whether it’s sponsorship deals or media rights,” Sityodtong said. One Championship’s sponsorship roster includes a number of blue-chip companies including Under Armour, Kawasaki and Disney. Sityodtong did not provide specific financial figures, only declaring that the business is growing in the “triple-digit percentage range.” One Championship’s story shows that social media numbers have become a leading indicator of a brand’s strength. Despite those large increases across social media, Sityodtong believes the business is still at the beginning of its story. Founded in ’11, One Championship has already become the largest sports and entertainment property in Asia, as it is broadcast to more than 1 billion homes across 118 countries. With a potential audience of 4 billion people across the continent, One Championship is a one-stop shop for potential sponsors to reach the Asian market. Sityodtong said that the company is currently in negotiations with existing partners as well as new companies. One Championship is also looking at the changing media landscape. Considering its performance on social media, Sityodtong hinted that a broadcast deal with a company like Twitter or Facebook could be on the horizon.
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| Source: One Championship |
