ONE Championship, founded in 2011 by Chatri Sityodtong and Victor Cui, is a premier global combat sports organization. Chatri Sityodtong, Chairman and CEO of ONE, is a self-made entrepreneur and lifelong martial artist from Thailand. Headquartered in Singapore, ONE celebrates Asian martial arts disciplines, including Muay Thai, MMA, kickboxing, and submission grappling. It is recognized as one of the top five largest combat sports media properties worldwide. ONE Championship has made significant strides in Thailand, particularly by introducing “ONE Friday Fights” at Lumpinee Boxing Stadium in Bangkok. This has transformed Muay Thai into an international spectacle, leveraging Thailand’s cultural heritage as a tourist attraction.
Strategic Use of Intellectual Property
The success of ONE Championship can also be attributed to its strategic use of intellectual property (IP), which has allowed it to stand out in the market and build a global image and fanbase. The organization has expanded its brand through various ventures, including merchandise, mobile games, reality, and other shows, such as “The Apprentice: ONE Championship Edition.” All these endeavors and initiatives are heavily based on the strategic use of various IP rights.
Unique features of ONE Championship are protectable by IP rights, such as:
- Trademarks: ONE Championship holds several registered trademarks for its name and logo. Atotal of eight trademarks, all featuring the element “ONE”, are central to the brand’s identity, appearing in broadcasts, on merchandise, and in promotions. These trademarks are applied across a range of media and merchandise categories. For greater international reach, ONE has pursued 13 national and two international trademark applications (under the Madrid system – IRN175832 and IRN1325296). National applications span countries including Thailand, Indonesia, Malaysia, Singapore, Vietnam, Cambodia, the Philippines, India, Australia, Italy, Brazil, Canada, and the USA. Protecting these marks ensures consistency in its branding and prevents misuse in domestic and international markets.
- Copyright: Original fight broadcasts, documentaries, fighter profiles, website contents, and promotional materials are all protected by copyright. This enables ONE to control distribution, monetize content via licensing deals, and secure lucrative broadcasting partnerships. The protection of this content allows the organization to maintain exclusive rights over how its media is consumed worldwide.
- Related Rights: From a legal point of view, fighters are considered as performers, and as such, they enjoy Related Rights protection, which are systematically considered and duly remunerated in contractual agreements with One Championship. In addition, ONE Championship, through exclusive Fighter Contracts, holds exclusive rights to the images and likenesses of its contracted athletes. These rights allow for extensive use in merchandising, service promotions, and multimedia productions, transforming fighters’ images into valuable assets.
IP Management and Global Reach
ONE Championship’s ability to control its image, content, and marketing assets through IP has given it a distinct edge in the global combat sports arena. By retaining ownership of its media rights, it has been able to secure high-value broadcasting deals, including a 10-year media partnership with ESPN Star Sports in Asia and a multi-year agreement with Amazon Prime Video to broadcast 12 live events annually in the U.S. and Canada. Its flexible approach to content—short-form clips for social media to long-form documentaries and live streaming, all protected under copyright —allows the organization to reach diverse audiences. This strategy has not only generated additional revenue but also expanded the brand globally, bolstering the brand’s identity as a premium sports experience tied to the rich heritage of martial arts.
ONE Championship has a dedicated web team that monitors and manages IP infringement. Through proactive measures, such as working with internet service providers (ISPs), the organization has mitigated significant challenges related to unauthorized content distribution. This proactive approach towards IP protection and enforcement is proving successful. There have been no major reports of IP infringements that have affected ONE’s growth, largely due to the robust prevention and monitoring systems and policies they have in place.
Economic and Cultural Impact in Thailand
ONE Championship’s IP portfolio has been pivotal in its profitability and market expansion. The company earned approximately US$400 million from the sale of IP rights to Group ONE’s U.S. subsidiary in 2020, leading to a profit of US$340.6 million. This transaction underscores how valuable the organization’s IP assets are in monetizing its brand across global markets.
Moreover, the organization’s control over its IP allows tailored content for different markets, creating culturally relevant experiences that boost local engagement—especially in countries like Thailand, where Muay Thai is deeply rooted in the culture.
ONE Championship’s entry into Thailand has had substantial economic and social impact, mainly through its partnership with the Sports Authority of Thailand (SAT). The creation of the ONE HERO SERIES MUAY THAI helped foster grassroots talents while promoting the sport globally. This initiative has provided a platform for local athletes to launch international careers, contributing to the overall growth of Muay Thai as both a sport and an industry.
The weekly “ONE Friday Fights” at Lumpinee Boxing Stadium has also enhanced Thailand’s appeal as a sports tourism destination. Increased brand recognition—50% of Thais aged 18 to 45 are now familiar with ONE—has drawn domestic and international spectators. This growth translates into economic gains for the local tourism industry through ticket sales, sponsorships, and related services like hospitality, food and beverages, and transportation.
One of the most remarkable stories from ONE Championship is that of Stamp Fairtex, a Muay Thai fighter from a remote Thai village. Stamp’s rise to fame—becoming the first two-sport world champion in ONE Championship history—has not only inspired young athletes in Thailand but has also brought international attention to the sport of Muay Thai. By strategically leveraging her image and story through IP rights, ONE has turned her into a global ambassador for the brand, boosting both the organization’s and Thailand’s profile in the global martial arts community and attracting thousands of fans worldwide.
ONE Championship’s successful integration of IP into its business strategy has propelled the organization to the forefront of the combat sports industry. The organization’s contributions to Thailand’s sports tourism and economy showcase how IP can be used not just for profit, but also for cultural promotion and national development. Through careful IP management, ONE Championship has created a sustainable, globally recognized brand that resonates with millions of fans worldwide.
