ONE FC CEO targets world domination after conquering Asia

Joy Chakravarty 07:48 26/08/2014
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  • Going global: Victor Cui believes ONE FC can become one of the biggest sports media properties in the world.

    From a very young age, Victor Cui had an entrepreneurial streak in him. Now 42, the Canada-born Filipino is on the cusp of realising his dreams with ONE Fighting Championship, the Singapore-based mixed martial art promotion company which is taking Asia by storm.

    Cui, a black belt in taekwondo himself, gave up his 15-year career in sports media, which included stints at ESPN STAR Sports, where he was responsible for developing events for six years, and with PGA Tour – Golf Canada as its Director of Communication before that, and set up ONE FC in 2011.

    In just three years, ONE FC claims to have captured 90 per cent of the market share and has put on several impressive events across Asia.

    On Friday, August 29, Cui and his team will bring their first-ever event to the Middle East – the Reign of Champions at Dubai World Trade Centre – which prom­ises to be an extravaganza with three world championship bouts headlining a nine-fight card.

    Cui spoke to Sport360º to dis­cuss various facets of his business, including the purchase of minority stakes in the company by the leg­endary Filipino boxer, Manny Pac­quiao.

    Q How does the future look for ONE FC?
    A ONE FC is the fastest grow­ing sport in the world. We are experiencing exponential growth in every region in Asia. We are packing 20,000 capacity arenas all over Asia so it is easy to forget that the sport is still in its infancy.

    If we continue on this trajectory, ONE FC can become the largest sports media property in the world.

    You have stated in the public domain that you want to become a billion-dollar company. Three years into the business, where do you think you stand?
    The rapid progress that ONE FC has made has exceeded even my expec­tations. In three years, ONE FC has more than 90 per cent of the market share in Asia with a global audience tuning in to every event. We are get­ting calls from interested investors and potential partners everyday who see what ONE FC is doing and are excited to be a part of the move­ment. So, we are getting there.

    How important is the 10-year TV deal that you have signed with FOX Sports?
    ONE FC puts on world class events that top networks in the world are attracted to. It was a landmark deal that redefined the landscape of mixed martial arts in Asia.

    It shows the commitment that they have to mixed martial arts and the poten­tial greatness they see in ONE FC. It’s why we are broadcast in more than 70 countries all over the world.

    What is the biggest challenge ONE FC faces as it continues the growth phase?
    ONE FC has gotten so huge at such a fast pace we are always trying to find venues that will be able to fill the demand. We need to find arenas that have the infrastructure for our event.

    We have celebrities, singers, actors all attending our star-stud­ded events and we are always on the lookout for potential venues to hold such world-class events. We are also on the lookout for world-class talent to join as we are constantly expanding our operations.

    How difficult is it to recruit the right talent/fighters?
    Our vice-president of operations is Matt Hume. He is a legend of the sport with a wealth of knowledge to impart. I trust him with most of the decisions regarding our mixed mar­tial arts stars.

    We have some of the greatest mixed martial arts stars on our roster, such as Ben Askren, Bibiano Fernandes and Shinya Aoki (below). The top fighters in the world want to compete in ONE FC. They hear how we have the best shows, the best crowds to fight for and they want to be a part of it.

    Would you agree that for ONE FC to succeed, you have got to devel­op local fighters?
    I have always emphasised the need to create local heroes, and that is a goal that ONE FC has set out to achieve from day one.

    We want to provide the mixed martial artists from Asia the oppor­tunity to compete against some of the very best in the world.

    ONE FC is the first major mixed martial arts organisation to crown a Filipino world champion, we have stars like Adam Kayoom who get to test themselves against elite competition and prove that Asia has more talent that the rest of the world. We already have fighters from several Asian countries.

    How important are women fight­ers to the growth of ONE FC?
    I have always believed that there should be a place for women in mixed martial arts. That’s why we had a women’s fight at our third event and it was a rousing success. The media loved it, the fans loved it and women all over the world took notice of the huge opportunity.

    We have expanded our roster and now feature stars like former boxing champion Ana Julaton and Malay­sia’s first female mixed martial art­ist, Ann Osman.

    If you have to rank the three most important things that make a fight night successful, what would those be and why?
    ONE FC events have always had great fights, great fans and great atmosphere. Our events combine the sporting excellence of the World Cup and Olympics with the extrava­gance of a Las Vegas style produc­tion, making it a night to remem­ber!

    You are having your first event in the Middle East with the Reign of Champions in Dubai. How important is the region in your whole business plan?
    Dubai and the Middle East have such a fervent passion for the mar­tial arts. This will be our first event in Dubai but it will definitely not be our last.

    We are committed to developing the sport in the region and it begins with this show.

    What are your plans for two of the biggest markets in Asia – China and India? You haven’t had any events there till now?
    We have just signed a blockbuster agreement that will guarantee 10 events in China in the upcoming months. It is a monumental breakthrough for the sport of mixed mar­tial arts in the mainland.

    We will be the first major mixed martial arts organisation to hold an event in Chi­na and we will kick off with a grand show in Beijing later this year.

    Manny Pacquiao has bought a stake in ONE FC. Given his stat­ure in world sport, how signifi­cant is his involvement in your business?
    Manny is a global sporting icon and him coming on board as a minority stakeholder shows the interest lev­el of the sport and how far ONE FC has come in such a short time. Pac­quiao is excited to be a part of the organisation and is looking forward to being a fixture at future ONE FC events in the Philippines.

    Has Manny shown any interest that he might step into the cage one day after his boxing career is over?
    Manny has a huge boxing bout com­ing up shortly, but when he tried on our ONE FC gloves, you could tell he was calculating the amount of damage he can do with those gloves. 

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