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As the popularity of martial arts continues to rise in Asia, One Championship, the continent's largest sports media property, is leading the charge by sharing inspirational stories of courage, honesty and determination about its athletes.
Loren Mack, vice-president of public relations and communications for ONE Championship, recently spoke at the prestigious 2017 Millennial 20/20 conference in Singapore, covering a wide-range of topics regarding the promotion's various marketing efforts, as well as the backbone of its content -- its superstars.
“ONE Championship would not be where we are today if not for the amazing tales of courage and determination from our esteemed martial arts heroes. People like Singapore’s Angela Lee, the Philippines’ Eduard Folayang, and Myanmar’s Aung La N Sang came from right here at home, and a lot of fans can relate with their backgrounds.
“People of all ages and genders are identifying with our ONE martial arts heroes. It’s an amazing sight to behold. When you see the hope in young people’s eyes, it instills tremendous hope in yourself as well. It’s an incredible feeling," said Mack.
ONE Championship has rapidly risen to become Asia’s premier martial arts organisation, and has dominated both social media and television viewership metrics since its inception in 2011.
One huge factor for its success is the authenticity of its content.
“The audience we reach on a global scale today is a potential one billion on any given night. That is an immense figure. We operate in over 128 countries worldwide and it’s absolutely massive.
“People from all over the world are able to tune into our live events. We can share our incredible stories with millions of people. It's truly extraordinary."
This increase in viewership is responsible for ONE Championship’s growth in the past three years.
According to statistics gathered by Nielsen, Facebook, and Repucom, ONE Championship is on pace to close out 2017 with tremendous increases in reach and viewership.
The promotion has managed to garner 8.3 billion social media impressions in 2017, up from 352 million in 2014.
Social media video views have also been impressive, totalling 1.5 billion across multiple platforms compared to 312 thousand three years prior.
By engaging fans on social media, ONE Championship has the ability to open new communication channels with their audience that can be measured and valued as new commercial opportunities with sponsors.
In the past three years, the organisation has also come to a peak TV ratings share of 1 to 2% to a staggering 11 to 36% projected by the end of 2017. That equates to around 36 times the amount of growth.
This certainly comes as no surprise, however. A large part of ONE Championship’s success can be attributed to its relentless business and growth model, and aggressive audience reach strategies, according to Mack.
He concluded after the Millennial 20/20 conference:
“It was my pleasure to share with the audience the incredible story of ONE Championship’s rise to a global powerhouse in martial arts.
“Telling the inspiring stories of our amazing ONE Championship martial arts heroes is what we take pride in, in this organization, and I am super proud of my job. 2018 is going to be even better and I am excited with all the possibilities."