Elite Boxing Acquires Australia’s Number One Muaythai
Bangkok 14 January 2014
After extended negotiations, Elite Boxing has confirmed that it has now acquired the full rights to Australia’s number one muaythai brand, Evolution. Following the acquisition, Evolution will now be marketed to a global audience alongside Elite Boxing’s other established brands that include Thailand VS Challenger and Elite Fight Night. The first international Evolution event is set to take place later this year in Malaysia, while there will also be a dedicated Evolution channel on Elite Boxing’s EB-TV platform.
The move finally sees Evolution take the success it has enjoyed in the Australian market onto a global stage. For more than a decade, Evolution has been the undisputed champion of the muaythai market in Australia with crowds of up to 5,000 attending a total of 26 events. Evolution has also been responsible for launching the careers of Australia’s muaythai superstars like John Wayne Parr, Nathan Corbett and Bruce MacFie.
With the brand firmly established in Australia and interest from overseas growing, the owners of Evolution became increasingly focused on tapping into their brand’s international potential. Having taken a break from organizing events in Australia to explore their options, a deal with Elite Boxing of Thailand has now been reached. While a partnership was initially considered to be the most likely outcome, it has now been confirmed that Elite Boxing has acquired the full rights to the Evolution brand with immediate effect.
The acquisition is the latest step in a relationship that has been developing between Elite Boxing and Evolution over the last year. As part of his fact-finding trip, Evolution co-founder Nugget McNaught based himself temporarily at Elite Boxing’s EB Fight Club in Bangkok. In addition to working as an international matchmaker for EB’s event, Nugget also accompanied EB’s management on trips to Asia and Europe to gain a better understanding of the company’s international operations.
With a better understanding of the logistical and marketing requirements for expanding Evolution internationally, Nugget and his Evolution co-founder Josh Sexton have agreed to sell full rights to EB. As part of the deal, fight fans will have full access to a video library of more than 180 fights from previous Evolution events on a dedicated Evolution channel on Elite Boxing’s EB-TV platform. Evolution will also be launched internationally at an event scheduled for Malaysia later this year.