• Latest
  • Trending
  • All
  • News
  • TV/Radio Deals
  • Film partnerships
  • New appointments
  • Production
  • TV Channels
Bringing the fight to the UAE

Bringing the fight to the UAE

May 10, 2021
Audio Visual Gateway Media announces transfer of ownership

Audio Visual Gateway Media announces transfer of ownership

September 22, 2023
YouTube reveals AI-powered tools to empower creators globally

YouTube reveals AI-powered tools to empower creators globally

September 22, 2023
Yahsat receives $5.1bn mandate from UAE government

Yahsat receives $5.1bn mandate from UAE government

September 22, 2023
StarzPlay reveals viewership trends in Saudi Arabia in 2023

StarzPlay reveals viewership trends in Saudi Arabia in 2023

September 22, 2023
Advanced Media to host CINE workshops in UAE and Saudi Arabia in October

Advanced Media to host CINE workshops in UAE and Saudi Arabia in October

September 22, 2023
Omantel collaborates with Al Rusayl Industrial City

Omantel collaborates with Al Rusayl Industrial City

September 21, 2023
Sidus Space to launch LizzieSats on SpaceX Bandwagon mission

Sidus Space to launch LizzieSats on SpaceX Bandwagon mission

September 21, 2023
AST SpaceMobile reports 5G call via satellite in space

AST SpaceMobile reports 5G call via satellite in space

September 21, 2023
Oscars 2022 opens ‘fan-favourite’ awards for Twitter users to vote

Iranian filmmakers call for alternative Oscar entry to represent Iran

September 21, 2023
Decoding AI and new technologies in media

Decoding AI and new technologies in media

September 21, 2023
MAD Solutions grants $20,000 to Jordanian film ‘Soon We Will Be History Here’

MAD Solutions grants $20,000 to Jordanian film ‘Soon We Will Be History Here’

September 21, 2023
Samsung Electronics records surge in multi-televisions sales per household in MENA

Samsung Electronics records surge in multi-televisions sales per household in MENA

September 21, 2023
  • Advertise
  • Subscribe
  • Magazine Archive
  • Directory
  • Contact
Friday, September 22, 2023
BroadcastPro ME
  • News
    • All
    • Podcasting
    • Cinema Theatres
    • Esports
    • TV/Radio Deals
    • Film partnerships
    • New appointments
    • Production
    • Mergers/Acquisitions
    • Satellite/Comms
    • AV
    • OTT/Video Streaming
    • International News
    • Analyst Reports
    • Satellite/Broadcasting
    Audio Visual Gateway Media announces transfer of ownership

    Audio Visual Gateway Media announces transfer of ownership

    YouTube reveals AI-powered tools to empower creators globally

    YouTube reveals AI-powered tools to empower creators globally

    Yahsat receives $5.1bn mandate from UAE government

    Yahsat receives $5.1bn mandate from UAE government

    StarzPlay reveals viewership trends in Saudi Arabia in 2023

    StarzPlay reveals viewership trends in Saudi Arabia in 2023

    Advanced Media to host CINE workshops in UAE and Saudi Arabia in October

    Advanced Media to host CINE workshops in UAE and Saudi Arabia in October

    Omantel collaborates with Al Rusayl Industrial City

    Omantel collaborates with Al Rusayl Industrial City

    Sidus Space to launch LizzieSats on SpaceX Bandwagon mission

    Sidus Space to launch LizzieSats on SpaceX Bandwagon mission

    AST SpaceMobile reports 5G call via satellite in space

    AST SpaceMobile reports 5G call via satellite in space

    Oscars 2022 opens ‘fan-favourite’ awards for Twitter users to vote

    Iranian filmmakers call for alternative Oscar entry to represent Iran

    MAD Solutions grants $20,000 to Jordanian film ‘Soon We Will Be History Here’

    MAD Solutions grants $20,000 to Jordanian film ‘Soon We Will Be History Here’

    Trending Tags

    • broadcast
    • MENA broadcast
    • ConnecTech2019
  • Tech Features
    • All
    • CASE STUDIES
    • Virtual Production Series
    • REVIEWS
    • TV/Radio Deals
    • New Media
    Decoding AI and new technologies in media

    Decoding AI and new technologies in media

    Embracing the diversified media supply chain

    Embracing the diversified media supply chain

    Exploring the evolution of graphics with next-level data handling

    Exploring the evolution of graphics with next-level data handling

    How the IS-12 control protocol can help simplifying IP workflows

    How the IS-12 control protocol can help simplifying IP workflows

    Creating cricket for a multi-platform viewership

    Creating cricket for a multi-platform viewership

    Is Arabic content ready to compete at the Content Olympics?

    Is Arabic content ready to compete at the Content Olympics?

    Shaping the narrative

    Shaping the narrative

    Lights, Camera, Generative AI!

    Lights, Camera, Generative AI!

    Monitoring solutions transition to active mode

    Monitoring solutions transition to active mode

    Warming up to cloud technologies

    Warming up to cloud technologies

    Trending Tags

    • Videos
      Panel Discussion : TV Broadcasting 2.0: Innovations in Generative AI, Cloud, and Streaming for the Future

      Presentation: Optimising Playout Costs: Maximising Automation Potential

      Panel Discussion : TV Broadcasting 2.0: Innovations in Generative AI, Cloud, and Streaming for the Future

      Panel Discussion : TV Broadcasting 2.0: Innovations in Generative AI, Cloud, and Streaming for the Future

      AR Rahman at the launch of the Reinvent docu-series from Firdaus Studio, Expo City Dubai

      AR Rahman at the launch of the Reinvent docu-series from Firdaus Studio, Expo City Dubai

      The BroadcastPro ME Manufacturer Awards 2023 – a more detailed video

      The BroadcastPro ME Manufacturer Awards 2023 – a more detailed video

      The BroadcastPro ME Manufacturer Awards 2023 – highlights

      The BroadcastPro ME Manufacturer Awards 2023 – highlights

      Tajani Bouqentar highlights ST Engineering iDirect’s new products at CABSAT

      Tajani Bouqentar highlights ST Engineering iDirect’s new products at CABSAT

      Said Bacho speaks about Editshare’s special presence at CABSAT

      Said Bacho speaks about Editshare’s special presence at CABSAT

      Tim Banks shares Grass Valley’s Middle East success stories at CABSAT

      Tim Banks shares Grass Valley’s Middle East success stories at CABSAT

      Exclusive: Video of the construction of the AlUla studio complex

      Exclusive: Video of the construction of the AlUla studio complex

    • Opinion
      Unlocking the power of data

      Unlocking the power of data

      New normal inspires fresh storylines and alternative filming strategies

      KSA drives content transformation in GCC

      Exploring the landscape of Arab cinema: Insights from Amman Projects Market 2023

      Exploring the landscape of Arab cinema: Insights from Amman Projects Market 2023

      An exploration of challenges brands face when implementing AR/VR at events

      An exploration of challenges brands face when implementing AR/VR at events

      Tapping into the metaverse for news production

      Tapping into the metaverse for news production

      New normal inspires fresh storylines and alternative filming strategies

      The impact of AI on the broadcast industry

      FAST Track to Success: The New Era of Streaming

      FAST Track to Success: The New Era of Streaming

      New normal inspires fresh storylines and alternative filming strategies

      Will Du also take the same path as Etisalat by e& with regards to beIN?

      NBA 2023: A spectacular showdown of basketball brilliance and riveting storylines woo viewers

      NBA 2023: A spectacular showdown of basketball brilliance and riveting storylines woo viewers

      New normal inspires fresh storylines and alternative filming strategies

      My biggest takeaway from NAB this year

    • Interviews
      • All
      • Lounge
      Plotting an independent path

      Plotting an independent path

      New ASBU cloud platform offers silver lining to members

      New ASBU cloud platform offers silver lining to members

      Exclusive: Omar Hilal on ‘Voy! Voy! Voy!’ ahead of theatrical release

      Exclusive: Omar Hilal on ‘Voy! Voy! Voy!’ ahead of theatrical release

      Building on the Bedrock of Streaming

      Building on the Bedrock of Streaming

      Total inspiration

      Total inspiration

      Exploring France Médias Monde’s Middle East quest

      Exploring France Médias Monde’s Middle East quest

      Advanced Media’s Pejman Ghorbani on DJI’s new launches in MENA

      Advanced Media’s Pejman Ghorbani on DJI’s new launches in MENA

      Reel of Fortune

      Reel of Fortune

      Wired for adventure

      Wired for adventure

      Shaping the narrative

      Shaping the narrative

    • Products
    • Magazine Archive
      • BroadcastPro ME Magazine
      • PRO Directory
    • Events
      • Upcoming Events
      • News from Events
      Dubai International Content Market 2023

      Dubai International Content Market 2023

      E-Ramadan Content Market 2023

      E-Ramadan Content Market 2023

      IBC 2023

      IBC 2023

      BroadcastProME Manufacturer Awards 2023

    No Result
    View All Result
    BroadcastPro ME
    • News
      • All
      • Podcasting
      • Cinema Theatres
      • Esports
      • TV/Radio Deals
      • Film partnerships
      • New appointments
      • Production
      • Mergers/Acquisitions
      • Satellite/Comms
      • AV
      • OTT/Video Streaming
      • International News
      • Analyst Reports
      • Satellite/Broadcasting
      Audio Visual Gateway Media announces transfer of ownership

      Audio Visual Gateway Media announces transfer of ownership

      YouTube reveals AI-powered tools to empower creators globally

      YouTube reveals AI-powered tools to empower creators globally

      Yahsat receives $5.1bn mandate from UAE government

      Yahsat receives $5.1bn mandate from UAE government

      StarzPlay reveals viewership trends in Saudi Arabia in 2023

      StarzPlay reveals viewership trends in Saudi Arabia in 2023

      Advanced Media to host CINE workshops in UAE and Saudi Arabia in October

      Advanced Media to host CINE workshops in UAE and Saudi Arabia in October

      Omantel collaborates with Al Rusayl Industrial City

      Omantel collaborates with Al Rusayl Industrial City

      Sidus Space to launch LizzieSats on SpaceX Bandwagon mission

      Sidus Space to launch LizzieSats on SpaceX Bandwagon mission

      AST SpaceMobile reports 5G call via satellite in space

      AST SpaceMobile reports 5G call via satellite in space

      Oscars 2022 opens ‘fan-favourite’ awards for Twitter users to vote

      Iranian filmmakers call for alternative Oscar entry to represent Iran

      MAD Solutions grants $20,000 to Jordanian film ‘Soon We Will Be History Here’

      MAD Solutions grants $20,000 to Jordanian film ‘Soon We Will Be History Here’

      Trending Tags

      • broadcast
      • MENA broadcast
      • ConnecTech2019
    • Tech Features
      • All
      • CASE STUDIES
      • Virtual Production Series
      • REVIEWS
      • TV/Radio Deals
      • New Media
      Decoding AI and new technologies in media

      Decoding AI and new technologies in media

      Embracing the diversified media supply chain

      Embracing the diversified media supply chain

      Exploring the evolution of graphics with next-level data handling

      Exploring the evolution of graphics with next-level data handling

      How the IS-12 control protocol can help simplifying IP workflows

      How the IS-12 control protocol can help simplifying IP workflows

      Creating cricket for a multi-platform viewership

      Creating cricket for a multi-platform viewership

      Is Arabic content ready to compete at the Content Olympics?

      Is Arabic content ready to compete at the Content Olympics?

      Shaping the narrative

      Shaping the narrative

      Lights, Camera, Generative AI!

      Lights, Camera, Generative AI!

      Monitoring solutions transition to active mode

      Monitoring solutions transition to active mode

      Warming up to cloud technologies

      Warming up to cloud technologies

      Trending Tags

      • Videos
        Panel Discussion : TV Broadcasting 2.0: Innovations in Generative AI, Cloud, and Streaming for the Future

        Presentation: Optimising Playout Costs: Maximising Automation Potential

        Panel Discussion : TV Broadcasting 2.0: Innovations in Generative AI, Cloud, and Streaming for the Future

        Panel Discussion : TV Broadcasting 2.0: Innovations in Generative AI, Cloud, and Streaming for the Future

        AR Rahman at the launch of the Reinvent docu-series from Firdaus Studio, Expo City Dubai

        AR Rahman at the launch of the Reinvent docu-series from Firdaus Studio, Expo City Dubai

        The BroadcastPro ME Manufacturer Awards 2023 – a more detailed video

        The BroadcastPro ME Manufacturer Awards 2023 – a more detailed video

        The BroadcastPro ME Manufacturer Awards 2023 – highlights

        The BroadcastPro ME Manufacturer Awards 2023 – highlights

        Tajani Bouqentar highlights ST Engineering iDirect’s new products at CABSAT

        Tajani Bouqentar highlights ST Engineering iDirect’s new products at CABSAT

        Said Bacho speaks about Editshare’s special presence at CABSAT

        Said Bacho speaks about Editshare’s special presence at CABSAT

        Tim Banks shares Grass Valley’s Middle East success stories at CABSAT

        Tim Banks shares Grass Valley’s Middle East success stories at CABSAT

        Exclusive: Video of the construction of the AlUla studio complex

        Exclusive: Video of the construction of the AlUla studio complex

      • Opinion
        Unlocking the power of data

        Unlocking the power of data

        New normal inspires fresh storylines and alternative filming strategies

        KSA drives content transformation in GCC

        Exploring the landscape of Arab cinema: Insights from Amman Projects Market 2023

        Exploring the landscape of Arab cinema: Insights from Amman Projects Market 2023

        An exploration of challenges brands face when implementing AR/VR at events

        An exploration of challenges brands face when implementing AR/VR at events

        Tapping into the metaverse for news production

        Tapping into the metaverse for news production

        New normal inspires fresh storylines and alternative filming strategies

        The impact of AI on the broadcast industry

        FAST Track to Success: The New Era of Streaming

        FAST Track to Success: The New Era of Streaming

        New normal inspires fresh storylines and alternative filming strategies

        Will Du also take the same path as Etisalat by e& with regards to beIN?

        NBA 2023: A spectacular showdown of basketball brilliance and riveting storylines woo viewers

        NBA 2023: A spectacular showdown of basketball brilliance and riveting storylines woo viewers

        New normal inspires fresh storylines and alternative filming strategies

        My biggest takeaway from NAB this year

      • Interviews
        • All
        • Lounge
        Plotting an independent path

        Plotting an independent path

        New ASBU cloud platform offers silver lining to members

        New ASBU cloud platform offers silver lining to members

        Exclusive: Omar Hilal on ‘Voy! Voy! Voy!’ ahead of theatrical release

        Exclusive: Omar Hilal on ‘Voy! Voy! Voy!’ ahead of theatrical release

        Building on the Bedrock of Streaming

        Building on the Bedrock of Streaming

        Total inspiration

        Total inspiration

        Exploring France Médias Monde’s Middle East quest

        Exploring France Médias Monde’s Middle East quest

        Advanced Media’s Pejman Ghorbani on DJI’s new launches in MENA

        Advanced Media’s Pejman Ghorbani on DJI’s new launches in MENA

        Reel of Fortune

        Reel of Fortune

        Wired for adventure

        Wired for adventure

        Shaping the narrative

        Shaping the narrative

      • Products
      • Magazine Archive
        • BroadcastPro ME Magazine
        • PRO Directory
      • Events
        • Upcoming Events
        • News from Events
        Dubai International Content Market 2023

        Dubai International Content Market 2023

        E-Ramadan Content Market 2023

        E-Ramadan Content Market 2023

        IBC 2023

        IBC 2023

        BroadcastProME Manufacturer Awards 2023

      No Result
      View All Result
      BroadcastPro ME
      No Result
      View All Result
      Home Interviews

      Bringing the fight to the UAE

      Vijaya Cherian by Vijaya Cherian
      May 10, 2021
      in Interviews
      Bringing the fight to the UAE

      Mohamad Yehya, Founding Director, IP Studios has been actively involved in the regional sports media business, promoting everything from falconry and Arabian horse racing to extreme sports and powerboat racing

      ShareTweetPostEmail

      Muay Thai and kickboxing are recent additions to the UAE sports scene, with a great opportunity to attract a younger audience. In an exclusive interview with Vijaya Cherian, Mohamad Yehya, the man tasked with raising the profile of the two sports in the UAE, shares his strategy.

      The UAE hosts a number of major sports events – Formula One, tennis championships, rugby sevens, and golf, football and cricket tournaments – to try to make the small Arab nation a big player on the world map. Now two combat sports have joined this list, thanks to the UAE Muay Thai and Kickboxing Federation (MKFED).

      UAE MKFED has worked closely with Mohamad Yehya, a well-connected regional broadcast veteran and founder of IP Studios, a cross-platform media agency in Abu Dhabi that develops, produces and manages a wide range of sports productions, documentary films, short format content, motion graphics animation, and digital and branded entertainment.

      The federation approached Yehya in 2019 with an ambitious project to bring muay Thai and kickboxing to Abu Dhabi, with the aim of making the UAE the new home of the two combat sports and creating an entire ecosystem for them to flourish.

      Mohamad Yehya (r) in the OB van with Roland Daou (l), Managing Partner of Media Mania, for the coverage of a big muay Thai fight night in Dubai.

      “We have a young audience here that doesn’t particularly watch traditional sport,” says the soft-spoken Yehya. “And if you look at all the statistics with regard to sport today, combat sports seem to be getting a lot of eyeballs.”

      He takes us through some impressive figures that show how well combat sports are faring in comparison to traditional sport. The WWE in 2019 topped the charts with 14.6bn video views, followed by the NBA and the NFL. Singapore-based ONE Championship had 5.6bn views, with UFC in fifth position with 3.8bn video views. Closer to home, the UFC championship in Abu Dhabi during the 2020 pandemic drew 1.3m viewers and made $78m in TV rights revenues.

      In Tokyo, a big muay Thai and kickboxing event attracted 85m global viewers in 145 countries. Perhaps the biggest was the Floyd Mayweather versus Conor McGregor fight in 2017, which had a whopping 6.7m pay-per-view buys generating more than $700m in revenue.

      With so many big numbers, Yehya is sure that if they do it right, the UAE can also capitalise on the potential of these two sports. The team has a clear three-step plan.

      “Step one was to get to know our audience, and this is where data came in. Step two was to turn our audience into fans, and this is where content creation was critical. To guarantee the sustainability of the growth of your audience, we needed to ensure we could continuously generate good content. The third step was to turn our fans into customers. The good thing about combat sports is that it has the ability to combine a mix of the actual physical sport and the entertainment element – making it ideal for showbiz.”

      “Sports now is about creating experiences and promoting a certain lifestyle. We have created a fashion line with some international designers. Our retail store will open just after Ramadan at Khalidiya Mall in Abu Dhabi; we will have a retail outlet in Dubai also” – Mohamad Yehya, Founding Director, IP Studios

      Demographics help. The GCC countries have an affluent native population, with a whopping 65% of people below the age of 35 – a generation of cord-nevers that have grown up with smart devices and have a penchant for gaming, combat sports and streaming entertainment.

      Well-versed with the whole chain of action required to take a sport from concept to stadium, TV and OTT platforms, Yehya and his team worked in tandem with the UAE MKFED to develop a complete ecosystem, with a regular annual calendar of events to ensure that the right ambience is created to grow new talent, develop existing talent and create a new and growing fan base. For this, IP Studios collaborates with international partners like the International Federation of Muaythai Associations (IFMA) in Thailand and the World Association of Kickboxing Organizations (WAKO).

      The Cruiserweight title fight between Egypt’s Medhat Shehabldin and the UAE’s Ibraheem El Hammadi, part of the February Muaythai Underground Series.

      The aim is to develop and produce local matches that bring together regional and global fighting talent to provide a great on-site experience for fans, while also developing broadcast media rights opportunities, creating a dedicated streaming platform with a growing fan base and launching merchandise to ensure that the brand’s visibility is amplified by fans.

      Yehya admits this project is the most ambitious he has ever undertaken and requires the combination of business, technical and strategic skills he has honed over the years in leadership roles at Abu Dhabi Media Company, as GM of Majid Entertainment, and as an active member of the sports media business. He promoted Arabian horse racing for more than a decade in elite circles, including Hollywood, and produced and developed falconry, camel racing and powerboat events, among others.

      “My idea was to create a sport as entertainment, and it was inspired by the American way of promoting sports, whether it be the NFL or the NBA. They always add an element of entertainment along with the main sports event itself. We have tried to do the same and applied it to martial arts. It centres around all aspects of the game, including creating a whole lifestyle around it. We have created our first collection of merchandising and dedicated muay Thai outfits that will go on sale in our retail stores just after Ramadan.”

      Yehya has deep insights about the local market, and the backing of the UAE government.

      “We have a lot of experience with cultural sports. Most people are focused on sports like football, which already have a well-established framework and you have to play by the book. There is very little room for innovation, while in lesser-known sports there is an opportunity to improve on it.”

      Yehya has done this before. While the world chased after thoroughbreds, his company helped launch the Global Arabian Horse Racing Conferences, supported by the His Highness Sheikh Mansoor bin Zayed Al Nahyan Racing Festival.

      A photo opportunity with the referees of the big fights.

      “We wanted to bring Arabian horses back to the frontlines. We travelled around the world for this, doing conferences in Berlin, Rome, London, Texas and so on, where we educated and informed people about the Arabian horses. Alongside this, we did the actual racing events and also managed and produced three award ceremonies at the Dolby Theatre in Hollywood, just after the Oscars in Beverly Hills. By taking it to that level, we were able to put Arabian horse racing back on the map. We broadcast it live through more than 10 TV channels and had big celebrities from Hollywood join us.”

      Rather than take traditional Arab sports to the world, however, this time Yehya envisions bringing two international sports to the UAE and engaging the nation’s youth.

      “We wanted to make these stories part of the local set-up and align our sports strategy with the UAE government’s vision, which is quite unique in our region. Elsewhere, regions undertake such projects purely from a commercial point of view. The UAE wants to invest in its youth. We hosted a couple of big events and included two of the biggest championships in this field. One was the Asian Cup in Abu Dhabi in December 2019, where 300 athletes came to be a part of this championship. We also organised the IFMA Muaythai World Championship, with expected participation from more than 800 athletes around the world. It was initially meant to happen in June 2020, but with Covid it has been postponed to later this year.”

      HE Abdulla Al Neyadi, President of UAE MKFED, with Yehya, who was honoured by Dr Sakchye Tapsuwan (r), President of the IFMA, for successfully hosting the Asian Championship in the UAE.

      One of the first things IP Studios did as part of this project was to create a commercial arm for the local federation.

      “A commercial arm is more flexible in connecting and communicating with different parties and helps to collaborate with international parties. This is how we created the United Arab Muaythai (UAM) youth academy as part of the UAM brand, which also has a commercial/retail unit and an athletes’ management arm. Through this, we approach talent to come and sign up with us. It is in charge of creating championships and monetising the content and creating different revenue streams. It covers everything related to the legal and commercial aspects of the business. We as a company are in charge of managing this entity and creating the right image for these two sports in the region.”

      “Most people are focused on sports like football, which already have a well-established framework and you have to play by the book. There is very little room for innovation, while in lesser-known sports there is an opportunity to improve on it” – Mohamad Yehya, Founding Director, IP Studios

      Data is also an important aspect. According to Yehya, the formula for creating a successful project depends on a “combination of market data, content availability and striking the right partnerships” because it helps “grow the audience and move them to being fans and consumers”.

      Face-off for the K1 Royal Battle at the Emirates Palace Abu Dhabi.

      “Getting to know your audience and understanding who is interested in the game was hugely important for us from the start. We began by creating amateur championships. There are several training institutes and gyms involved in presenting these sports. So we got them to join us and bring along some of their top players. The local schools also have their own kickboxing teams.

      “Our first couple of amateur events for the kids were so good. Our junior championships for 11- to 15-year-olds also got a tremendous response. Most would come with their families and friends, and it became a fun event. Interestingly, combat games instil a huge sense of discipline in young people and bring about a major personality change, so a lot of parents found this channelled their children’s energy in a positive direction.”

      During three days of around 200 amateur and youth fights, there were also 10 to 12 rounds with professionals. “We had fighters joining us from different parts of Europe, Asia and other countries in the region. They were either fighting for a belt or for the main trophy.”

      The team had a clear strategy in place, with specific timelines to hit each milestone. Creating an annual calendar was an important element of this strategy.

      “To be part of a broadcast setup, we had to build our calendar to ensure we had enough events and fights. Once you create any championship, you have to build the momentum. We started creating the calendar, and then we reached a point where we had a good number. With professional championships, it was not just about bringing the audiences … it was also about bringing the whole package,” explains Yehya, adding that Covid has caused disruption.

      But the team didn’t just rely on the actual fights. IP Studios used its production expertise to create additional content like training videos on how to be a muay Thai or kickboxing athlete. “This formula brought in more audiences and they become fans very quickly,” explains Yehya.

      Mohamad Yehya with Tareq Al Muhairy (r), Executive Director of the UAE MKFED, official patron of muay Thai and kickboxing in the UAE.

      In parallel, Yehya’s team also worked to create stars.

      “To create loyal fans, you need to give them proper heroes and create a fan base. This is what we worked on. We produced our first Arabic language documentary on the ‘Tiger of the Ring’. It centres around one of the champions of the sport from the UAE who won the Intercontinental belt in the last event we did. It was so inspirational; we did a screening at the Emirates Palace auditorium. The main purpose was to highlight the work that goes into supporting the sports and to help the heroes.”

      Then came monetisation. The team initially worked with local sports channels, but Yehya eventually decided he wanted to monetise these events properly. They stopped airing FTA and created their own platform.

      “Our vision was to reach our audiences directly and have greater control over our data, and we couldn’t do that with FTA. So we created our own streaming platform. UAMpro is now available on the App Store, and at present we have around 13,000 downloads in just this market.

      “This was the best decision we made. We worked with service providers in the region to create this platform, which is in both Arabic and English. We post a lot of content out there, including fights, training videos, VOD content, reviews and so on. We started with the free model and hoped to move to an SVOD model once we had the numbers. We even had a rich calendar, with some events being hosted outside the UAE in Amsterdam, Vegas, London, Thailand and Brazil. Sadly, Covid brought these plans to a temporary halt.”

      Not one to give up, Yehya immediately brought forward plans to create a retail concept store, working with international designers.

      “Sports now is about creating experiences and promoting a certain lifestyle. We have created a fashion line with some international designers. Our retail store will open just after Ramadan at Khalidiya Mall in Abu Dhabi; we will have one retail outlet in Dubai also. If you look at the numbers, you can see sportswear designed specifically for different sports. We are focused on the lifestyle part of this sport as well, and Covid-19 gave this a big push. That’s our strategy.”

      But will that be enough? Yehya says the next big thing in sport seems to be betting. “Fans don’t just want to watch a game anymore. Engagement is critical. Sports betting would support the industry if it was brought in a legal manner and if it was in compliance with Shariah law.”

      The K-1 Combat in Dubai for the WAKO Pro Intercontinental Light Heavyweight title between the UAE’s Ilyass Habibali and Ireland’s Damian Darker.

      Yehya echoes the findings of a 2020 PwC sports survey. According to the report, betting and fantasy are predicted to become key industry drivers for the sports business in the next three to five years, with an anticipated yearly growth of 7.2%.

      In the meantime, IP Studios has also finalised its first cartoon feature – the story of Shehab, a human kid and robot mix who uses the secrets of muay Thai that his coach shares with him to fight off robots. Yehya reckons it will be ready for release in time for the spring break.

      Not to leave any stone unturned, the team is also exploring the potential of offering fans an Oculus VR experience on the streaming platform. And there’s more to come, says Yehya, with a mysterious smile.

      Tags: Majid EntertainmentInternational Federation of Muaythai AssociationsWorld Association of Kickboxing OrganizationsIFMA Muaythai World ChampionshipfeaturedpostUnited Arab MuaythaiVijaya CherianIP StudiosMohamad YehyaUAE Muay ThaiKickboxing Federation

      Related Posts

      Abu Dhabi Motorsport announces global esports racing championship with Gfinity

      The future of entertainment is sport

      May 12, 2022
      IP Studios to produce and broadcast world’s biggest Muay Thai tournament at Expo 2020

      IP Studios to produce and broadcast world’s biggest Muay Thai tournament at Expo 2020

      February 24, 2022

      Related News

      The future of entertainment is sport

      The future of entertainment is sport

      May 12, 2022
      IP Studios to produce and broadcast world’s biggest Muay Thai tournament at Expo 2020

      IP Studios to produce and broadcast world’s biggest Muay Thai tournament at Expo 2020

      February 24, 2022
      More Related News

      Popular Stories

      • Digital media hub Blinx officially launches in Middle East

        Digital media hub Blinx officially launches in Middle East

        714 shares
        Share 286 Tweet 179
      • Speedcast appoints new Chief Technology Officer

        691 shares
        Share 276 Tweet 173
      • BeIN Sports to air UEFA and AFC Champions leagues

        681 shares
        Share 272 Tweet 170
      • Sudanese film ‘Goodbye Julia’ to participate in BFI London Film Festival

        666 shares
        Share 266 Tweet 167
      • Netflix reappoints Susan E. Rice to Board of Directors

        635 shares
        Share 254 Tweet 159

      BroadcastPro ME

      • About
      • Advertise
      • Subscribe
      • Magazine Archive
      • Directory
      • Contact
      • Privacy

      Follow us on Social Media

      No Result
      View All Result
      • News
      • Tech Features
      • Videos
      • Opinion
      • Interviews
      • Products
      • Magazine Archive
        • BroadcastPro ME Magazine
        • PRO Directory
      • Events

      Login to your account below

      Forgotten Password?

      Fill the forms bellow to register

      All fields are required. Log In

      Retrieve your password

      Please enter your username or email address to reset your password.

      Log In