ONE Championship appointed CAA Brand Management as its official licensing agent for Asia, moving merchandise infrastructure in-house after years of ad-hoc partnerships. The deal covers apparel, collectibles, gaming accessories, and beverage tie-ins across fourteen territories including Thailand, Indonesia, Japan, and the Philippines. Financial terms were not disclosed, but comparable combat-sport licensing deals in the region carry $8M–$12M annual minimum guarantees with escalators tied to fight-night viewership.
The timing follows ONE's $150M Series D close in March and its expanded broadcast deal with Amazon Prime Video, which added 47 live events annually across Southeast Asia. CAA Brand Management, which also handles UFC's European licensing and McLaren's consumer products, will coordinate product rollouts with ONE's existing sponsorship calendar. The first category launches—fight shorts, training gloves, and a capsule streetwear line—are scheduled for Q4 2025, ahead of the promotion's December title card in Bangkok. A beverage partnership is already in late-stage negotiations with a Thai energy-drink conglomerate that sponsors three fighters on the current roster.
The licensing push addresses a structural revenue gap. ONE generates roughly 60% of its income from media rights and 25% from live gates, leaving sponsorship and consumer products underdeveloped relative to peers. UFC, by comparison, derives 18% of annual revenue from licensing and merchandising, a margin ONE has struggled to replicate despite holding events in higher-population markets. CAA's Southeast Asia office, which opened in Singapore two years ago, already manages brand extensions for the NBA and Formula E in the region. The agency's regional director, a former Adidas executive who oversaw the brand's APAC football partnerships, will lead the ONE account.
The appointment arrives as Western combat properties tighten their grip on Asian merchandising. UFC signed a $90M five-year licensing extension with Fanatics in January, covering Asia-Pacific for the first time. Bellator, now owned by the PFL, is in discussions with a Japanese toy manufacturer for limited-edition fighter figures. ONE's move with CAA preempts that encroachment and positions the promotion to cross-sell at live events, where 22,000–30,000 attendees per card create immediate point-of-sale volume. The promotion's athlete roster includes names like Stamp Fairtex and Adriano Moraes, whose social reach in Thailand and Brazil respectively offers direct-to-consumer channels CAA plans to activate through exclusive drops.
Watch whether CAA secures a footwear partner before the Bangkok card. ONE has no official shoe sponsor, and three fighters—two Thai, one Filipino—are currently in individual Nike deals that expire in November. A consolidated footwear play would signal whether the licensing strategy is incremental merchandising or a precursor to a larger kit supplier negotiation. CAA's UFC work included facilitating Venum's $100M six-year outfitting agreement; a scaled version for ONE would likely sit in the $35M–$50M range given audience size. Also in motion: discussions with a Singaporean gaming peripheral company for co-branded headsets and a potential hard-goods line (water bottles, gym bags) timed to ONE's 2026 expansion into the Middle East.
The first revenue test comes in sixty days when CAA's Bangkok product launch coincides with the promotion's highest-grossing event of the year.
The takeaway
ONE locks Asia licensing with CAA as combat properties militarize merchandising; watch for footwear consolidation ahead of Q4 Bangkok card.
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