For decades, the biggest hurdle for pro-wrestling and MMA promotions in the U.S. has been the high cost of broadcast television clearance. Syndication via broadcast TV is very accessible because it can be picked up on local broadcast channels in high definition for free using an HD OTA (over-the-air) antenna and doesn't need an internet connection or a smart device, but buying airtime severely limits a brand's growth when a promoter doesn't know how to work with the situation, and a promoter accepting a fringe-time TV deal in order for their promotion to be seen nationally might not result in being placed in a time slot that the promoter prefers.
FAST (free ad-supported streaming television) is providing a strong alternative. These live TV streaming services including The Roku Channel, Tubi, Pluto TV, and Samsung TV Plus are delivered over the internet via PC, connected TV (CTV) apps, or smart TV interfaces, entirely free- users do not have to pay a subscription fee, sign a contract, or need a login; the service is funded by advertisements (similar to broadcast TV). A FAST channel can expand brand visibility globally without expensive satellite transponder or traditional distribution fees. And rather than compete with a variety of genres on an SVOD dashboard, a wrestling or MMA show on a FAST channel benefits from being discovered by channel surfers browsing combat sports-related grids. FAST is available 24/7, which means both new and archive content can generate ad earnings even while the promoter is asleep. Although the immediate earnings generated from traditional TV carriage deal ad breaks are typically much higher, consumption habits are changing. Streaming is becoming increasingly dominant, with the number of video streamer users worldwide expected to increase to 4.6 billion by 2027.
Launching a standalone linear FAST channel directly on large platforms requires massive scale, high-volume fresh programming, and direct ad-server linking, which means that it's very difficult for most pro-wrestling and MMA promotions to accomplish this unless they are a major organization. Instead, they usually build their FAST footprint by partnering with established combat sports and general sports platforms -such as DAZN Combat, Fubo Sports Network, Swerve Combat, or Fight Network- to gain distribution, with their product being placed directly in front of channel surfers who are looking for these genres of content.
Rather than managing 24/7 broadcast infrastructure, the promotion licenses weekly shows, episode blocks, or event archives to a combat sports or general sports platforms already cleared on major FAST platforms. They handle the technical side, while the promoter's job is to give the platform a high-value product. I recommend that archive content be used to create themed compilations, so that fans can easily watch specific athletes, matches/fights, and feuds.
While going the broadcast TV route requires having to decide between barter vs. time-buy, the FAST model relies entirely on a zero upfront, advertising-revenue split (there may also be guaranteed rights fees involved, but this is rare). Typically, a platform provides the streaming service and app hosting, retains roughly 40% to 50% of the commercial ad inventory to monetize its hosting tech, and gives the promotion the remaining 50% to 60% of the ad slots to sell directly or fill via automated programmatic ads (it's like Wall Street trading, but for commercials). The channel makes money when the content draws eyes, so the longer viewers are glued to the screen during the promotion's scheduled blocks, the higher the bid that the algorithm can command. Although it's not mandatory to secure sponsorships if the advertising-revenue split from the FAST platform covers the promotion's overhead, it would guarantee steady profitability and offset potential low ad payout rates.
FAST can lead to live event attendance growth. A channel surfer could discover the brand on a FAST grid, and the action of the shows would compel them to buy tickets to an event. The shows would basically be a commercial for upcoming live events, which can create a high level of repeat attendees.
Building a FAST-first ecosystem allows wrestling & MMA promotions to operate like media companies. By partnering with combat sports or general sports platforms, promoters can both gain both global visibility and sustainable, passive revenue. There are at least 15 to 20 distribution platforms of this type that are actively acquiring, licensing, or hosting content, and if you are a promoter looking for a distribution home or a content aggregator wanting combat sports content, let's talk. Contact me at info@harold-williams.com to start the conversation.
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