ONE Championship has announced an exclusive partnership with UK broadcast giant Sky Sports.
It's another coup for the Singapore-based promotion, which has significantly expanded its reach in 2023.
The partnership will start with ONE Fight Night 18: Superlek v Mahmoudi, which will air on Jan 18, 2024.
The Sky deal will see ONE events beamed into millions of homes across the UK and Ireland alongside major sporting events like the English Premier League, English Football League, Formula One, and other popular sports such as golf, cricket, tennis and rugby.
After announcing the deal, ONE chairman and CEO Chatri Sityodtong reflected on the milestone.
"For years, our UK fans have been clamouring for ONE to be broadcast on one of the region's major networks," he said this week.
"Today, I'm excited to announce a new partnership with Sky Sports, the premier broadcaster for live sports in the UK and one of the most well-known sports networks in the world.
"This deal marks an important milestone for the celebration of martial arts and the continued expansion of ONE Championship's global footprint."
ONE has a significant roster of fighters from the region, and some of the top stars have welcomed the news.
Two-sport ONE world champion Jonathan "The General" Haggerty is one of the organisation's biggest draws, and he was quick to take to Instagram to express his delight.
"Wow! ONE Championship broadcasting on ! Amazing work. The whole team really are making dreams come true. I am so excited to be showcasing my skills on such a massive platform. And look who's the face of it!" he wrote.
English superstar Liam "Hitman" Harrison is a Muay Thai pioneer in the UK, and he plies his trade at ONE.
He may be nearing the end of his time in the ring, but the 38-year-old believes he still has a few more battles in the tank for the promotion and its new British platform.
"I've been waiting my entire career for this," Harrison said.
"It's a shame it's coming at the back end of my career, but hopefully, I'll get a good year or two showcasing my skills on Sky Sports. It's also an incredible incentive for all the up-and-comers."
Ellis Badr Barboza made a significant splash on debut this past weekend when he stopped Thai knockout artist Thongpoon PK Saenchai at ONE Fight Night 17 on Dec 8.
The British Muay Thai star is also looking forward to strutting his stuff on Sky Sports.
"Being part of ONE Championship just ahead of their collaboration with Sky Sports is beyond my wildest dreams," he said.
"Sky, the powerhouse sports network, holds a special place in the UK, my home country. It's truly surreal to witness Muay Thai reach this global stage, providing us fighters with a golden opportunity for genuine global recognition in the spotlight.