ONE Championship Partners with CAA Brand Management for Asia-Wide Licensing

ONE Championship™ (ONE) has officially appointed CAA Brand Management as its exclusive licensing agent across Asia.

As the official agent, CAA Brand Management, a division of Creative Artists Agency (CAA), will oversee the development and execution of an impactful licensing program.

The initiative will span ONE’s diverse content pillars, including MMA, Muay Thai, kickboxing, and submission grappling, with a strategic focus on lifestyle categories such as wellness, self-improvement, and community-building apparel.

Strategic Growth and Market Reach

The timing of the deal coincides with a record-breaking year for ONE, which is scheduled to host 72 events in 2026. This high-frequency content slate, featuring ONE Friday Fights and the ONE Fight Night series, provides a constant media “always-on” environment for brand integration.

Commenting on the partnership, co-founder and group president of ONE Championship, Hua Fung Teh, said: “Partnering with a global leader like CAA Brand Management allows us to deepen our connection with these martial arts fans beyond our live broadcasts.”

“We will leverage their incredible expertise to create new, innovative brand experiences that resonate with our multi-generational audience,” Teh said. 

Leveraging Regional Expertise

CAA Brand Management will utilise its extensive APAC infrastructure, led by Elaine Chiu, to integrate the ONE brand into the daily lives of fans in key “home” markets. “At this pivotal moment of exponential growth for ONE, establishing its licensed consumer products in these key home markets is very exciting,” Chiu noted.

Key elements of the licensing roadmap include:

• Lifestyle & Wellness: Products focused on the “martial arts way of life,” including training gear and fitness supplements.
• Multi-Generational Appeal: Developing merchandise that caters to a fanbase ranging from Gen Z digital consumers to long-time martial arts traditionalists.
• Regional Specificity: Tailoring product launches to resonate with local cultures across Southeast Asia, Japan, and Greater China.

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