UFC Takes On A Brand-Building Fight In South East Asia
Scott Boyd, VP of South & South East Asia for Ultimate Fighting Championship (UFC), is the first to admit that mixed martial arts (MMA) has had a long journey to be taken seriously as a mainstream sport.
But the UFC, now one of the world's premier sports leagues, is capitalizing on its hard-won popularity: the company was bought in mid-2016 by WME-IMG for a whopping US$4 billion and now broadcasts its fights in 156 countries. Not a bad turn-around then, given the UFC's previous owners bought the...