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In combat sports, fighters too often take a backseat to the companies and promoters they are under contract with. To help bridge that gap, Spike TV — the home of Bellator MMA, Bellator Kickboxing and Premier Boxing Champions — are embarking on a marketing campaign with the sole purpose of putting “Fighters First.”

“It’s not about the promoter, it’s not about the network … it’s really about the athletes and how they get recognized,” said Spike TV President Kevin Kay. “The most important thing is figuring out a way to platform these guys and give them a real opportunity to build their brand.”

The initiative, which officially kicks off on Friday night when Adrien Broner defends his WBA super lightweight title in a PBC event in Washington, D.C., will help fighters monetize their brands through increased exposure on multiple platforms. Namely, shoulder programming specials and digital features that let fans see a side of them that gets overlooked.

Exclusive Look: Spike TV Launching 'Fighters First' Campaign For Bellator MMA, Combat Sports
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