Who is watching MMA if it’s not the UFC? In mainland Europe, it seems they all are.
Dana White’s combat goliath is synonymous with the sport. To the ever-lucrative casual audience, the UFC equals MMA. Such brand dominance can often spell doomsday for competitors, unable to get a foothold in the wider perception. However, one promotion is proving you don’t need to be the UFC to blaze the trail in the industry.
