Eternal MMA continued to assert its dominance as the premier Australian combat sports organisation in 2024, delivering a year marked by unprecedented growth, strategic expansion, and unparalleled industry leadership. Through an unrivalled strength of schedule, industry-leading production, and exceptional matchmaking, we have solidified our position as the definitive leader in Australia’s combat sports scene.
2024 saw Eternal MMA’s profile grow significantly both at home and abroad. We increased our live gate attendance, achieving new records for both individual event attendance and annual totals. Eternal events have become major calendar highlights, with fan demand for our shows continuing to surge. In line with this growth, our commercial partnerships expanded, not just in volume, but also in value, underlining the immense confidence the industry places in our brand.
We also successfully integrated Sydney, NSW, into our regular event calendar, joining Gold Coast and Perth as permanent fixtures on the Eternal MMA schedule. Looking ahead to 2025, we are excited to announce plans to add one more Australian city to our roster, further increasing our national footprint.
Leading the Region
Eternal MMA is the only Australian MMA promotion operating as a fully structured sports organisation. This distinction sets us apart from competitors and reaffirms our position as the clear market leader across all key metrics, including live event broadcast distribution, on-demand original content, strength of schedule, event attendance, and social media engagement. Our unrivalled ability to consistently deliver exceptional events, combined with cutting-edge production, continues to elevate the sport in Australia and beyond.
Our commitment to engaging with fans in innovative ways has paid off, with notable growth in our social media presence. Eternal MMA’s YouTube channel has become the most followed and viewed combat sports channel in Australia and New Zealand, boasting over 15 million total views and averaging more than 150,000 unique views per month. This engagement highlights our ability to reach a global audience, and positions us as a key player in the world of combat sports content distribution.
Expanding National & International Footprints
The demand for live sports, particularly in combat disciplines, is at an all-time high. Eternal MMA is primed to meet this demand with a clear strategy for both national expansion and increased international visibility. The last 24 months have seen us develop a global viewership base, strengthen relationships with international fighters, teams, and managers, and create some of the most competitive and entertaining matchups in the sport. This international reach allows us to showcase not only Australian athletes to the world, but also bring top-tier international talent to Australian audiences, providing a truly global experience.
Unrivalled Athlete Promotion & Brand Building
Eternal MMA has built a reputation as the region’s leader in athlete promotion and brand building. Our alumni continue to excel on the world stage, with a remarkable 27-5 UFC record that underscores the quality of fighters we nurture and promote. This success reflects our commitment to creating career-defining opportunities for our athletes while also strengthening our brand as a beacon for talent and opportunity.
The Road Ahead: Shifting to World Titles
As we move into 2025, Eternal MMA will take another bold step forward by changing our Australian titles to World Titles. This shift is a direct response to the growing international nature of our events, as we increasingly feature global talent on our cards. Our expansion is not just about increasing viewership; it’s about positioning Eternal MMA at the forefront of global MMA, further enhancing our reputation as a world-class organisation with a truly international impact.
Quote from Cam O’Neill, Managing Director & Founder of Eternal MMA
“As we leave another year in the rearview mirror, it’s very satisfying to look back on some great moments from 2024. We continued to showcase the region’s best athletes and put on some amazing fights, our digital team helped take our live broadcast experience to another level, and our alumni continue to make positive noise at the highest level, performing in the UFC Octagon. Moving forward, we will double down on our quest for continuous improvement, national and international expansion, while helping our athletes become household names and achieve their dreams.”
Quote from Ben Vickers, Executive Director of Eternal MMA
“2024 was another epic year for Eternal, we saw the instant classic of Webb Vs Kophamel at a packed HBF Stadium ahead of UFC 305, over 3,000 screaming Australian MMA fans on their feet throughout as we witnessed a record breaking number of strikes being thrown and neither fighter taking a backward step. This is what makes Eternal the best, the quality of fight centre cage. In 2024 we did that every time we set up the venue, the stands were packed with Australian MMA fans and we blew them away with our fights and production, in 2025 we will do it again, more often and bigger! “
Conclusion
2024 was an extraordinary year for Eternal MMA. We have proven time and again that our strength lies not only in the calibre of our athletes and the quality of our events but also in our ability to adapt and innovate in an ever-evolving market. As we continue to build on this momentum, the future is bright, and Eternal MMA is poised to redefine the landscape of combat sports in Australia and around the world.
