The Creation of ONE
Championship: A New Hope for Asian Combat Sports
ONE Championship was
established in 2011 in Singapore, led by entrepreneur Chatri Sityodtong and
former ESPN Star Sports executive Victor Cui. At the time, mixed martial arts
(MMA) was beginning to take off internationally through the UFC in the West.
However, Asia, the home of martial arts such as Muay Thai, Karate, and Kung Fu,
was without a single, big platform to unify its different fighting cultures.
ONE Championship was established to change that. The objective was more than
just to operate fights, but to honour the traditional cultural values of
respect, honour, and discipline ingrained in the culture of Asian martial arts.
The organisation's mission helped separate ONE from Western promotions, which
primarily focused on rivalry and trash talk.
Asia’s Rich Martial
Arts Heritage: The Perfect Foundation
Asia is rich in its
connection to martial arts. From Japan’s
Judo and Karate, to Thailand’s Muay Thai, and China’s Kung Fu, Asia is rich
with heritages of a centuries-long knowledge base in fighting. ONE Championship
took advantage of these heritages as a strategy to offer a combination of
fighting styles under one roof - MMA (mixed martial arts), Muay Thai,
Kickboxing, and Submission Grappling. The company's model appealed to
individuals who were proud of their own national martial traditions, but wanted
to see them tested in a modern context. Acknowledging its cultural roots, but
also providing entertainment of the highest standards, ONE offered a containing
sense of community to its Asian viewers, who were able to witness their heroes
under a banner and with global exposure.
Local Heroes, Global
Stars
ONE Championship has
achieved phenomenal growth by focusing on developing local heroes into global
stars. When compared to Western promotions, which often develop international
stars, ONE focused more on Asian Fighters, such as Angela Lee, Eduard Folayang,
Nong-O Gaiyanghadao, and Aung La N Sang. These athletes became national figures
not only as representatives of their country but also as representatives of
their national values of humility and perseverance. Their struggles and triumph
over it resonated strongly with fans across the continent. For example, Angela
Lee did not just represent being a world champion from Singapore and Hawaii;
her story inspired women across Asia, while Aung La N Sang represented hope for
Myanmar as a national star. By developing their heroes relatable to an
audience, ONE engaged the emotional connection of their audience 4. The ONE
Difference: Values Over Violence
The main point of
differentiation that ONE Championship has is its philosophy. While many mixed
martial arts organisations focus primarily on hype, controversy, and pre-fight
drama, ONE focuses on respect, integrity, and sportsmanship. The tagline —
"The Home of Martial Arts" — captures this. Fighters bow to each
other before and after a fight to show mutual respect, regardless of the
outcome. There isn't much, if any, hatred or trash talk by either fighter,
which elevates the respect given to the fighters and the sport itself. This
cultural understanding has allowed ONE to be more familiar in the eyes of
traditional Asian audiences who prioritise honour and tradition over
aggression. ONE also includes a focus on fighter storylines, family values, and
the mental toughness that coincides with martial arts, which creates a more
meaningful and uplifting viewing experience.
Growth Throughout Asia:
From Singapore to the World
ONE Championship
quickly expanded throughout the continent after being launched in Singapore.
Events were hosted in Manila, Bangkok, Jakarta, Kuala Lumpur, Tokyo, and
Shanghai — getting MMA back in front of millions of sports fans in Asia. By the
late 2010s, ONE was on broadcast affiliates in over 150 different countries,
regularly selling out major arena events, such as the Mall of Asia Arena in the
Philippines and the Impact Arena in Thailand. The company also formed
partnerships with Asian media broadcasters like Star Sports and digital
platforms including YouTube and Facebook to ensure that fans who could not
afford pay-per-view services had access to the sport at no cost. This
accessibility strategy was effective in forming a massive audience,
particularly with younger consumers.
The Digital Revolution
and ONE´s Media Strategy
ONE Championship was
one of the first combat sports organisations to fully embrace digital media.
Knowing that Asia has one of the fastest-growing mobile user bases in the
world, the company began using social media tools and channels to directly
reach millions of fans. Short, inspirational videos, documentaries about
fighters and highlight reels were shared virally on platforms such as Facebook,
Instagram, and TikTok. This approach to storytelling garnered a larger media
presence on the internet and drew major sponsors and investors (including
Sequoia Capital, Temasek Holdings and the U.S. media conglomerate Amazon Prime
Video). In summary, ONE grew the brand through a digital-first strategy that
combined traditional martial arts and modern consumption and entertainment
patterns.
Extending MMA： A Worldwide Combat Sports
Ecosystem
Whereas organisations
are single-faceted and solely MMA focused, ONE has expanded its format to
include multiple combat disciplines. In 2018, the company launched ONE Super
Series that highlighted elite strikers within Muay Thai and Kickboxing, such as
the likes of Rodtang Jitmuangnon and Giorgio Petrosyan. This expanded platform
gave ONE an even deeper and broader roster, which benefited its ability to
provide an enhanced martial arts experience to fans. Later, ONE would add
Submission Grappling matches to its offerings, featuring legends such as Mikey
Musumeci and Gordon Ryan. This significant variety of classes makes ONE a
multifaceted combat ecosystem, where any and every style of martial arts could
be elevated to one global platform.
Global Vision of ONE
Championship has impacted the world today.
Today, ONE Championship
is Asia’s largest sports media property and a legitimate global rival to UFC.
The organisation’s events reach several hundred million viewers, and its respected
athletes are among the best in the world. Yet, the company’s ambitions go
beyond fan entertainment. Founder Chatri Sityodtong sees an opportunity for ONE
as a platform that helps people live their best lives, based on the principles
of martial arts training. The company also has things like ONE Warrior Series
to find New talents, and ONE Esports to tap into the digital audience. As ONE
moves forward with its expansion plans into the U.S. and Europe, it will truly
unify the East and West through the universal language of martial arts.
The Asian Powerhouse of
Combat Sports
The emergence of ONE
Championship is more than an organisation's growth; it's the reawakening of
Asia as the spiritual home of martial arts. ONE has developed a movement that
goes beyond the mats and cages by embracing tradition with innovation, respect
with competition, and culture with media. MMA's influence and presence in Asia
is not the product of aggression or hype; it is authenticity and storytelling
that honour the true martial arts spirit. As ONE Championship continues to
expand globally, it carries with it the heart of Asia: the idea that martial
arts is not just about fighting, but about inspiring the world to be stronger,
kinder, and closer together.
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