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Fountainhead executes India’s first Mixed Martial Arts league

by EVENTFAQS Bureau | Corporate/Brand Marketing | March 13, 2012

In the wake of its foray into the sports entertainment genre with Ring Ka King, Colors took another step to mark its dominance in the alternative sports entertainment genre by collaborating with Raj Kundra and Sanjay Dutt of the Super Fight League (SFL), a Mixed Martial Arts league, and acquiring the broadcast rights for the same. The on-ground aspects of this fighting league are being managed by Fountainhead Events & Promotions.


Speaking about the association with Colors, Raj Kundra, Chairman and Founder, Super Fight League said: "As Chairman and Founder of Super Fight League, India's first professional Mixed Martial Arts League, it gives me utmost pleasure to have inked the broadcast deal with Colors, the leading general entertainment channel in India. We have a long term vision for this league and the eyeballs that Colors brings takes this sport to another level. We pride ourselves on being able to break this cricket dominated market with a new form of sport and entertainment for the audiences of India. We are ready to make history as India's first MMA event is unleashed and some of the best Indian fighters are introduced to the world. I take this opportunity to welcome our broadcast partners into the SFL family."


Raj Nayak, CEO, Colors added: "Colors has always been at the forefront of experimenting with new formats and differentiated programming, thereby fulfilling the role of a complete general entertainment channel. ‘Mixed Martial Arts' is currently a craze in the US on television, and we are excited to partner with the Super Fight League in India."


The Super Fight League, India's first professionally organized Mixed Martial Arts fighting league, kicked off on March 11 at the Andheri Sports Complex in Mumbai. Building on the growing interest in alternative and non-cricket sports entertainment, a unique format has been adopted for the Super Fight League. It involves real freestyle fighting, preceded by 45 minutes of live Bollywood-style entertainment from leading stars like Bipasha Basu.


Speaking about their mandate, Owen Roncon, Director, Fountainhead Events & Promotions said: "Raj Kundra approached us to manage the on-ground aspects of the league. For the launch event, we managed the setup, the stadium and the ring, the stands, backstage area and the artists. The event saw an audience of around 5,000 people."


Over the course of one year, the Super Fight League will travel to Delhi, Chandigarh and six other cities.


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