One Championship launches esports series with Dentsu

One Championship has announced it is creating a new esports championship in a joint venture with Japanese media agency Dentsu.

The ‘One eSports’ championships is expected to piggyback on the MMA promotion’s 30 martial arts events scheduled for next year.

According to a press release, One will invest $50m in the new venture, and broadcast live events, documentaries, reality shows, weekly magazine shows, highlights, video blogs and other content related to the new championship in over 130 countries.

It is not known which games will be used for One’s competitions, but titles published by Activision Blizzard and Riot are highly unlikely to be used. These companies operate their own tournaments and do not sell IP rights to third-party tournament operators.

Former UFC flyweight champion turned One Championship fighter Demetrious Johnson will act as chief brand ambassador for the new competition. Johnson is a prominent individual streamer on gaming platform Twitch and has an audience that spans gaming and MMA fans.

“We see a natural crossover between martial arts and gaming fans in Asia and an opportunity to bring them together under Asia’s home of millennial live sports,” said One Championship chief executive Chatri Sityodtong in a press release.

“One Championship is committed to bringing its same brand of large-scale event production and live broadcast capabilities, unique world-class content production, global media distribution, storytelling expertise, and marketing experience to One eSports. Our mission is to celebrate Asia’s esports heroes on the global stage. The establishment of One eSports transforms One Championship into Asia’s largest producer of millennial sports content.”