Bellator Fighting Championships: Launching a New Sports Brand


Launch and differentiate a new mixed martial arts promotion in a monopolistic market dominated by UFC, a large competitor with a very loyal following.


Prior to its first season, Bellator had no brand recognition and a limited marketing budget.


Due to budget constraints with little room for advertising, Alpaytac had to maximize reach through creative and resourceful tactics. We determined that the mainstream MMA customer is very online-driven, which led to a targeted, multi-tiered viral and online marketing campaign. Through Twitter, Facebook, YouTube and a personalized blog, Bellator was able to efficiently and effectively build a relationship with fans.

To gain interest from mass media, Alpaytac leveraged creative angles including personal stories on specific fighters, upcoming event buzz, and specific results from fights.


Alpaytac’s successful launch of Bellator led to a PRWeek nomination for Bellator as a finalist for the 2012 Arts, Entertainment & Media Campaign of the Year. Alpaytac’s strategic media relations strategy garnered more than 3 billion impressions.

Furthermore, due to Bellator’s rapidly increasing fan base, the broadcast, which originally only aired on ESPN Deportes, was picked up by FOX Sports Net, NCB and Telemundo after its first season.


Through their dedication, creativity and attention to detail, Alpaytac far surpassed our expectations by making our brand’s launch a huge success. I can’t say enough about the Alpaytac team.

They are consummate professionals who were integral in every facet of Bellator’s marketing strategy – securing tremendous editorial coverage, directing our Web site development, generating widespread social media buzz and helping us to secure a record breaking distribution agreement for our second and third seasons.

Bjorn Rebney, CEO / Founder - Bellator