Scott Coker is set to return to the front lines of MMA, launching a new promotion in January 2027 backed by significant investor funding.
The former head of Strikeforce and Bellator has secured $60 million from investors for the startup, which is expected to debut at the start of 2027. Coker will serve as CEO and co-founder alongside Peter Levin of Griffin Gaming Partners.
Coker outlined an ambitious but measured event schedule for the promotion’s rollout. "We're going to do 12 fights first year," he said, adding, "I think eventually, a good fight company could do 24 fights a year. The thing is, when you have pay-per-view, it's different because you opt to buy in or you opt to buy out. The psychology of pay-per-view is very funny because when you watch a boxing fight – let's say you use boxing as an example."
He also shared his view on the current MMA landscape, noting how often major events are now available. "To me, it's kind of weird because if you say 'name four champions from the UFC in their weight classes,' I don't think I could do it right now. And I think a lot my friends can't do it right now. I don't know what it is. It's on every week in front of your face too much. Maybe it is (oversaturation)."
On the difference between pay-per-view and free broadcasts, Coker added, "It's not on pay-per-view now, but it's free. It doesn't feel as special to the consumer, I think. 'Oh, it's not on pay-per-view?' Because they're so used to buying pay-per-view for the big, mega fights. So, when they get it for free, maybe they don't look at it like this is a special enough fight for me to engage in."
