ONE Championship continues to make tremendous strides in both the consumer and business worlds, and Senior Vice President of Marketing Strategy & Partnerships Erica Kerner recently shared some insight into the organization’s immense success.
On the “Leaders Week” fireside chat, Kerner spoke with co-hosts James Emmett and David Cushnan about the secret sauce that turned ONE Championship into Asia’s largest global sports media property and one of Nielsen’s top 10 global sports properties.
“I think we’re all really lucky in that sports is truly a global language,” she said. “And we have over 500 athletes in 80 countries around the world on six continents, so even though we are headquartered in Singapore in the east, our athletes and our fans are truly global.”
During the 12-minute segment, Kerner talked extensively about ONE Championship’s three major keys to building a massive footprint, the organization’s digital approach, and the non-traditional “east-to-west” route the company has pioneered.
She also talked about the importance of learning and understanding the consumer audience’s behavior to build an engaging community, and discussed how ONE Championship is expanding its content stacks beyond the martial arts, esports, live event, and studio products.
“We’re only 10 years old, so we’re still at the beginning of this curve, and we have seen significant growth year on year on all of our global platforms,” Kerner said.
That enormous growth in RFE (Reach, Frequency, Engagement) has also led to countless monetization opportunities, further proving that ONE Championship’s unique and aggressive model can set the standard for other Asian start-ups looking to grow their business into a billion-dollar company.
“It’s really been digital first. And we’ve done that by creating a flywheel of content across streaming, OTT, social, apps, and other platforms in the digital space,” Kerner added.
Click play on the video above to watch Kerner’s segment on “Leaders Week.”