Banijay Media Germany, Innovation launch martial arts partnership with live event

L-R: Ingrid Langheld, Christian Nienaber and Lukas Band

Banijay Media Germany has struck a strategic partnership with European martial arts and live events specialist Innovation Media, marking a new move into the combat sports arena.

The collaboration will officially kick off with The Ultimate Hype, a new live martial arts event set to take place on October 4 in Oberhausen, Germany.

The partnership brings together Banijay Media Germany’s experience in events, marketing and distribution with Innovation’s background in staging large-scale martial arts spectacles. The alliance aims to tap into the surging popularity of combat sports, building on the global momentum seen with UFC, the Professional Fighters League, ONE Championship and Bellator.

The Ultimate Hype will bring reality stars and content creators into the ring across a range of combat disciplines, including boxing and MMA. In the lead-up to the event, participants will receive professional training, with their journeys documented across multiple platforms for audiences.

“Boxing and martial arts are booming, supported by millions of enthusiastic fans online,” said Christian Nienaber, MD of Banijay Media Germany. “We’re doing something new – training celebrities and creators in various disciplines, accompanying them and letting them compete against each other live. Ultimately, it’s the symbiosis of live event and storytelling across media, and with Innovation Media, we’ve found the perfect partner.”

Banijay and Innovation have collaborated previously on ticketing for martial arts events, but this marks their first full-scale joint project. “We’ve previously worked with Innovation Media in the area of ticketing for high-profile martial arts events. Now we’re joining forces and building our first project together,” said Ingrid Langheld, also MD at Banijay Media Germany.

The partnership reflects Banijay Entertainment’s broader investment in sports and live experiences, following the launch of Banijay Sports and Banijay Live, its specialist division focused on live events and experiential content.