MUMBAI: MTV, the youth channel from the Viacom18 stable, has entered into a multi-year partnership with Mercury Sports Entertainment, the India master franchise holder of Brave Combat Federation, to air Brave fight nights and develop IP formats for reality shows.
Brave Combat Federation is a mixed martial arts (MMA) promotion established in 2016 by Bahraini royal fanily member Sheikh Khalid bin Hamad Al Khalifa.
“We have signed a multi-year deal with Mercury Sports Entertainment for the telecast of the upcoming and previous fights of Brave Combat Federation,” Ferzad Palia, head - youth, music & English entertainment at Viacom18, told Economic Times.
As part of the deal, MTV will package and air the upcoming fight night Brave 20. While the fight is scheduled on December 22 in Hyderabad, MTV will air it in January.
The near term aim of course is to air fights live.
Mercury Sports Entertainment had signed a 5-year master franchise agreement with Brave CF in August this year, allowing the company to be the official partner and India promoter of Brave CF. ET had reported about the company’s plans to launch a reality show and a league, wherein participants from the reality show can directly get drafted.
As per its official website, Brave CF, which features MMA artists from 28 nations located across five continents, conducts events that are aired though multiple media partners.
Brave CF established operations in Dublin, São Paulo and Mumbai (through Mercury Sports), prior to launching events and for talent relations.
Brave CF, alongside the holding company KHK MMA and Bahrain Mixed Martial Arts Federation, hosted the IMMAF World Championships in November, 2017.