In a recent interview with Taruka Srivastav of iSportConnect, Alexander Engelhardt, President of the Global Association of Mixed Martial Arts (GAMMA), provided insight into the organization’s strategic vision, mission, partnerships, and growth prospects.
Engelhardt underscored GAMMA’s current strategy, which aims to establish mixed martial arts as a prominent force in global combat sports. He stressed the importance of seeking recognition from the Olympic movement and utilizing MMA as a positive influence on a global scale. Engelhardt also emphasized the significance of promoting a culture of sportsmanship and upholding the spiritual values of traditional martial arts, including humility, discipline, and respect.
Additionally, Engelhardt highlighted the uncompromising commitment to governing with integrity, while simultaneously striving to set new standards, drive innovation, and garner trust and respect within the international sports community.
With regards to the upcoming Paris 2024 Olympics, Engelhardt expressed optimism about the introduction of new disciplines such as breaking, skateboarding, and surfing. He views this as a positive indication of the International Olympic Committee’s (IOC) willingness to showcase sports that resonate with younger audiences. Engelhardt believes that this shift paves the way for the potential future inclusion of mixed martial arts, citing its appeal to younger generations and its exponential growth since the early 90s.
When discussing GAMMA’s commercial, digital, marketing, and content strategies, Engelhardt emphasized the organization’s focus on strengthening the GAMMA brand and highlighting the appeal of GAMMA MMA in the Olympic tournament format. He articulated a proactive approach to pursuing commercial opportunities through hosting rights fees, broadcast and digital partnerships, while also underscoring GAMMA’s potential in terms of youth participation and community engagement.
Engelhardt acknowledged the challenge of overcoming negative perceptions of MMA as one of GAMMA’s primary obstacles. However, he noted a recent cultural and legal shift and expressed confidence in MMA’s potential to contribute positively to the Olympic movement.
In terms of partnerships, Engelhardt cited substantial core sponsorship from ONE Championship and other private donors, which has provided GAMMA with a solid foundation for future development. He also highlighted GAMMA’s collaboration with the Johan Cruyff Institute to offer educational pathways for MMA participants.
As for expansion plans, Engelhardt disclosed that GAMMA currently has 73 formally registered members and anticipates reaching 100 by the end of the year. He outlined the organization’s focus on driving the development of National Federations and increasing their financial opportunities to pave the way for commercialization.
In conclusion, Engelhardt expressed a willingness to collaborate with entities that align with GAMMA’s values and passion for sport, indicating an exciting journey ahead for the Global Association of Mixed Martial Arts.