Super Fight League

What Super Fight League does

Super Fight League (legal entity: Super Fight Promotions Pvt Ltd) is an MMA promotion company founded in 2012 by Bill Dosanjh, with Olympic medalist and former world boxing champion Amir Khan as co-promoter. The company is headquartered in Dubai and operates from offices in New Delhi, Mumbai, London (Mayfair), and Beverly Hills, with a reported 24 employees. SFL runs two core event formats — standalone Fight Nights and a franchise-based league — with the league format structured around 8 corporate- or celebrity-owned teams fielding 6 fighters across 5 male and 1 female weight category. A proprietary point-scoring system (Draw +1, Referee Decision +3, TKO +4, Submission +5, KO +6) differentiates league outcomes.

SFL monetizes the property through four revenue streams: (1) one-time franchise team sales to corporations such as Hero Cycles, Jaura Group, Dabur, Vi John, 3 Capital Limited, and 8k Miles Media, plus celebrity co-ownership by Tiger Shroff, Jacqueline Fernandez, Arbaz Khan, and Salim Sulaiman; (2) broadcasting rights licensed to networks including Sony ESPN, MTV/Viacom 18, Fox Network, Tencent, Sky Television, Eleven Sports, and ABS CBN, with League 2 reaching an estimated 900 million households across 50+ countries; (3) sponsorship revenue, with Net Sponsorship Value rising from USD 16 million in League 1 to USD 52 million in League 2; and (4) franchise-based SFL Gyms offering MMA, boxing, Muay Thai, BJJ, and fitness training across Indian cities and Afghanistan. The reported operational footprint includes 503 bouts across 82 fight nights in 30 global markets since 2012, with promoters publicly committing Rs 200 crore (approximately USD 26 million) of investment over three years starting in 2017.

Distribution is driven by a celebrity-endorsement-led marketing approach combined with linear TV partnerships, while supporting ecosystem assets include a talent discovery program (SFL Contenders), a reality-television format (SFL Challengers), and a stated ambition to produce 2,500 hours of digital content annually across 30+ countries by 2030. There is no public disclosure of pricing for franchise rights, gym memberships, or broadcast deals, and no external institutional funding is on record.

Name

Super Fight League

Legal name

Super Fight Promotions Pvt Ltd

Website

https://superfightleague.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Super Fight League operates a franchise-based mixed martial arts promotion founded in 2012, monetizing through corporate and celebrity-owned team sales, global broadcasting rights, sponsorship, and a franchise gym network serving the Indian Subcontinent and broader international markets.

Ownership category

akta.pro rank

Product category

Combat Sports Promotion & League Operations

NAICS

Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Combat Sports Sanctioning & Title Organizations (Promotion-owned) (MPAKAHAJ)

akta.pro secondary industry

Fantasy Integrity, Compliance & Responsible Play Services (MPAEAHAJ)

Keywords

• Mixed martial arts league
• MMA promotion services
• Combat sports events
• Franchise sports league
• MMA gym franchises

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Franchise Team Sales: Selling franchise rights to corporations and celebrities to own teams in the SFL league format. Franchisees include multinational corporations like Hero Cycles, Jaura Group, Dabur, Vi John, 3 Capital Limited, 8k Miles media, and Bollywood celebrities such as Tiger Shroff, Arbaz Khan, Jacqueline Fernandez, Salim Sulaiman.
2. Broadcasting Rights: Television broadcasting deals with major networks including Sony ESPN (League 1), Viacom 18's MTV, Fox Network, Tencent, Sky Television, Eleven Sports, ABS CBN. League 1 reached 32 million cumulative TV viewers; League 2 reached 45.2 million globally.
3. Sponsorship Revenue: Net Sponsorship Value (NSV) of USD 16 million in League 1, growing to USD 52 million in League 2 (225% increase). MTV served as title sponsor for League 2. Multiple corporate sponsors support fight nights and league events.
4. Gym Memberships and Franchises: Franchise-based model for MMA specialized gyms offering training in MMA, Dojo, Boxing, Muay Thai, Wrestling, BJJ, Strength Training, Zumba, Cardio, Functional Training, Fitness Spa. Revenue streams for brand and partners through gym operations and sub-franchising.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Super Fight League (SFL) is a professional mixed martial arts (MMA) promotion that organizes and produces franchise-based league competitions (SFL India League) and standalone fight cards (SFL Fight Nights). It monetizes through the sale of franchise rights to corporate and celebrity team owners, broadcast licensing to television networks, sponsorship inventory, and a chain of branded SFL Gyms operated through franchise partners.

Product overview

Super Fight League (SFL) is the World's only mixed martial arts league with a franchise team format and a unique point scoring system. The company offers a portfolio of products including SFL Fight Nights (singular standalone fight events), SFL India League 1 and League 2 (league-format competitions with 8 franchise teams), SFL Gyms (franchise MMA training facilities), SFL Contenders (talent hunt program), SFL Challengers (reality show), and Content (digital media content). The ecosystem allows talent development at grassroots level through gyms and contests, while producing professional MMA events globally.

Differentiator

Problem solved

Functional benefit

Products and services

• SFL Fight Nights Individual professional MMA event cards produced and promoted by Super Fight League, staged as standalone fight nights for live audiences and broadcast partners. Targeted at MMA fans, broadcast partners, sponsors, and franchise team owners.
• SFL India League Franchise-team professional MMA league operating over multiple seasons (Season 1 and Season 2), where corporate and celebrity team owners compete using SFL's proprietary point scoring system. Sold to franchise buyers, broadcasters, sponsors, and MMA fans.
• SFL Gyms Branded chain of MMA training centers operated under a franchise model by Super Fight League, offering certified coaching, training programs, and membership access to combat-sports enthusiasts. Sold to gym franchisees and to individual fitness members.
• SFL Content Digital media content produced and distributed by Super Fight League across an app, website, and social media platforms, extending MMA programming beyond linear television to on-demand digital audiences.

Quantifiable outcome

• Net Sponsorship Value grew from USD 16 million (League 1) to USD 52 million (League 2) - 225% increase
• +3 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

19 partnerships are on record, tiered core and flagship.

• Fox Network GroupcoreChannel Partner/ Reseller/ Distributor · 1 January 2018Asian broadcasting deal for SFL League 2 content distribution across Asian markets through Fox Networks.
• MTV (Viacom 18)flagshipChannel Partner/ Reseller/ Distributor · 18 December 2017Title sponsor and broadcast partner for SFL India League 2. MTV entered sports broadcasting with SFL 2018 season. League 2 was televised globally reaching 45.2 million viewers.
• Sony ESPNcoreChannel Partner/ Reseller/ Distributor · 1 January 2017Television broadcast partner for SFL India League 1. The league was televised on Sony ESPN and attained a cumulative TV reach of over 32 million viewers.
• TencentcoreChannel Partner/ Reseller/ DistributorChinese broadcasting partner for SFL League 2, expanding global reach to Asian markets including China.
• Sky TelevisioncoreChannel Partner/ Reseller/ DistributorUK and international broadcasting partner for SFL League 2 content distribution.
• Eleven SportscoreChannel Partner/ Reseller/ DistributorInternational sports broadcasting network partner for SFL League 2 content distribution.
• ABS CBNcoreChannel Partner/ Reseller/ DistributorPhilippines broadcasting partner for SFL League 2 content distribution in Southeast Asian markets.
• Hero CyclescoreStrategic or Co-development PartnerCorporate franchise team owner in SFL League 1 and League 2. Major multinational corporation investing in MMA league franchise.
• Jaura GroupcoreStrategic or Co-development PartnerCorporate franchise team owner in SFL League 1 and League 2.
• DaburcoreStrategic or Co-development PartnerConsumer goods conglomerate acquiring franchise team in SFL League 1 and League 2.
• Vi JohncoreStrategic or Co-development PartnerConsumer goods company as franchise team owner in SFL League 1 and League 2.
• 3 Capital LimitedcoreStrategic or Co-development PartnerInvestment firm acquiring franchise team ownership in SFL League 2.
• 8k Miles MediacoreStrategic or Co-development PartnerTechnology and media company as franchise team owner in SFL League 2.
• Tiger ShroffflagshipGTM or Marketing PartnerBollywood actor taking co-ownership stake in SFL franchise team. Drives celebrity marketing and fan engagement for the league.
• Jacqueline FernandezflagshipGTM or Marketing PartnerBollywood actress with co-ownership stake in SFL franchise team. Key celebrity ambassador for league visibility.
• Arbaz KhanflagshipGTM or Marketing PartnerBollywood actor with co-ownership stake in SFL franchise team.
• Salim SulaimanflagshipGTM or Marketing PartnerMusic composer with co-ownership stake in SFL franchise team, adding entertainment industry credibility.
• ESPN Star SportscoreChannel Partner/ Reseller/ DistributorFive-year broadcast deal signed for SFL fight nights coverage across ESPN Star Sports network.
• Colors (Viacom 18)coreChannel Partner/ Reseller/ DistributorTelevision broadcast partner for SFL Fight Nights on Colors channel, part of Viacom 18 network.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ultimate Fighting Championship (UFC): UFC is the dominant global MMA promotion with the deepest talent roster and pay-per-view economics. While not a direct franchise-league competitor, UFC sets the ceiling on global MMA media value, sponsorship pricing, and fighter talent availability that SFL must navigate.
• Bellator MMA: Bellator MMA (now operating under PFL) was a top-tier US-based MMA promotion with global broadcasting. It is comparable to SFL as a major regional/international MMA league competitor, though at significantly larger scale and with different tournament vs. franchise structures.

Direct peers

• ONE Championship: ONE Championship is Asia's largest MMA and combat sports promotion, broadcasting across 150+ countries. It is the most direct competitor to SFL in the Asian MMA market, with comparable league-format ambitions and Bollywood/celebrity crossover partnerships.
• Professional Fighters League (PFL): PFL runs a season-based MMA league format with playoffs and championship structure, closely mirroring SFL's franchise league approach. It is the most structurally comparable promotion in the West and competes for the same franchise-sport sponsorship wallet.
• Brave Combat Federation: Brave CF is a Bahrain-based MMA promotion with strong Middle East distribution and a national-team franchise format. It directly competes with SFL in the Middle East market and overlaps on franchise-league structuring.
• Matrix Fight Night: Matrix Fight Night is an Indian MMA promotion staging live events in India. It is the most direct domestic competitor to SFL in the Indian MMA market, competing for the same fighters, broadcast windows, and corporate sponsorship wallet.

Regional players

• Cage Warriors: Cage Warriors is a European-based MMA promotion developing talent for top global leagues. It is comparable to SFL in being a regional feeder promotion with a structured event calendar, though primarily serving the UK/European market.
• Rizin Fighting Federation: Rizin is a Japanese MMA promotion with high-production event format and Asian broadcast distribution. It is comparable to SFL's franchise/event hybrid model and competes for Asian sponsorship and broadcast partnerships, though primarily in Japan.

Emerging players

• Kumite 1 League: Kumite 1 League is an emerging Indian combat sports league format focused on martial arts. It targets the same India-based combat sports viewership and franchise-sport sponsorship wallet as SFL, representing a newer franchise-format competitor.

Others

• Super Boxing League: Super Boxing League is a boxing promotion founded and promoted by Bill Dosanjh, SFL's founder. It is a sister organization sharing promoter DNA and combat-sports league format expertise, providing indirect comparability on promoter economics and league operations.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/super-fight-league

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Super Fight League