MAX Goes Global with Live DVD Event Deal

by Scott Douglas

Thursday, July 10th, 2008

Mixed Martial Arts (MMA) promoter MAX Xtreme Fighting is continuing to forge its impressive reputation in the sport by releasing special edition DVDs of its hit 2008 Belfast and Glasgow shows.

MAX Xtreme Fighting has signed a deal with DVD labels giant ILC Media, the official DVD partner for Chelsea FC, to launch its first title Scotland the Brave in September

A second production, Celtic Rage, will be issued in November and there are plans to release a techniques DVD with UFC and Cage Rage champion Mark Weir.

An initial 3000 discs of Scotland the Brave will be sold throughout the UK at sites including high-street store HMV and online sites Amazon and Play.

Johnny Burrows, MAX Xtreme Fighting spokesman, said the move to DVD sales establishes the Irish-based promotion as a main player in the European MMA Market and places them in a strong position in the MMA world Market.

He said: “As a brand we are constantly looking at new ways of developing and reaching new, untapped markets.

“MMA is the fastest growing sport in the world and presently makes up only a small proportion of the DVD market. Launching MAX Xtreme Fighting into mainstream shops and websites really gets us where we need to be and that is the number one European brand.

“This is an extremely exciting time for the brand and we are confident this latest chapter will succeed as the popularity of MMA continues to soar.”

The MAX Xtreme Fighting show in Belfast was a sell-out and thousands turned out to the Glasgow show.

The two hour-long DVD will feature some of the sport’s best-known, most talented and up-and-coming athletes including UFC legend Dan “The Beast” Severn, Glasgow’s Andy Hillhouse and Scotland’s most promising young fighter Graham “After Burner” Turner, as well as the best of today’s Irish and European talent.

Johnny added: “The live events are spectacular but not everyone is able to get to those events so the shows in Belfast and Glasgow are perfect for DVD – and will now give thousands more fans a range of explosive MMA action to view at home.

“The events attracted some very well-known fighters who put on a great show. There are also great fights from young and up-and-coming fighters that look set to make a mark on the MMA scene such as Lee McKibbin, Colin McKee, James Orso, Jimmy Mills, Chris Stringer, Peter Duncan and Daniel Abrol.

“The DVDs, coupled with the eagerly-awaited MAX European Grand Prix, will make MAX Xtreme Fighting the number one European brand in MMA.”

ILC Media is one of the most recognisable names in the UK’s DVD sports market and can boast an impressive list of titles, including work with football giants Chelsea, Arsenal, Liverpool and Rangers football clubs.  ILC Media has also produced many hit specialty and fitness DVDs.

The UK DVD industry is worth £2.16bn a year, with sports making up around £32m of that. Extreme sports constitutes for £9m of sales annually and ILC believes the MAX Xtreme Fighting product could tap into 10-15% of that marketplace totaling a potential £1m of sales in its first year.

Dan Gray, at ILC Media, said the demand for MMA DVDs has never been higher and MAX Xtreme Fighting is entering the marketplace at the right time.

He said: “There is a massive untapped market for MMA DVDs. By releasing the first two in quick succession, followed by a techniques DVD featuring one of the sport’s most well-known men, will establish the brand firmly on the shop shelves.”

MAX Xtreme Fighting will soon be announcing dates and locations for the MAX Grand Prix 2008/2009 will see MAX leading the way in European MMA.

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