Bellator MMA is using Fedor Emelianenko's wild popularity to break further ground in its European strongholds
- Bellator MMA has three events in five weeks in Europe.
- It has received a big reaction from fans in multiple European cities, but is excited to head to Russia.
- Russia is a hotbed for fighting, and the presence of Fedor Emelianenko is a boon for the brand.
LONDON - Bellator MMA is using Fedor Emelianenko's wild popularity to break further ground in its European strongholds.
Emelianenko's celebrity status in Russia is so high that cardboard cutouts of his 6-foot-1, 235-pound frame appear behind the windows of banks, as advertising for credit cards.
That's according to head of Bellator Europe, David Green, who has been tasked with bringing the Los Angeles-based company back to London, to Dublin, and to enter new territory with a show in Moscow.
Here are Bellator's upcoming event dates in Europe:
- Friday, October 1 - Bellator 267: Lima vs. MVP 2 - London, England
- Saturday, October 23 - Bellator 269: Fedor vs. Johnson - Moscow, Russia
- Friday, November 5 - Bellator 270: Gallagher vs. Mix - Dublin, Ireland
Insider has reported previously from its London and Dublin shows, and both are home runs for the promotion - particularly in Ireland, where fervent crowds provide unforgettable atmospheres.
But after speaking to numerous people at Bellator this week, it is clear that the company is excited about entering the Russian market.
It is a chance to have Emelianenko not only compete under the company's banner, but provide an ambassadorial role for the promotion in a country where MMA is life.
"The plan is to do European shows, and more of them, under the Bellator name," Green told us earlier this week, ahead of an MMA event that will opens its doors for a maximum capacity.
"We've been waiting for so long, and now we've got three events in five weeks. We're happy to be back in London, to be back in Dublin, but we've been trying to break Moscow for a long time. It's a great market for us."
The stars have been aligning for some time. Bellator, via Green, struck a TV deal with Russia's Okko Sport in 2020.
The Bellator MMA President Scott Coker confirmed to Insider earlier this year that a show in Russia would happen in 2021.
And, over recent years, the promotion has signed numerous talents from the region.
"Okko is a big and ambitious company, which is key to getting a foothold in the country," said Green.
"When you look at that, combined with the roster we've signed, well, the Russian roster is one of the strongest nations we've got on the Bellator roster.
"With Fedor at the top and his guys, and then the new guns coming out there, it makes sense to have an event when we could.
"And so we pulled the trigger on this one about three months ago, and it's probably the best MMA card somebody's put on in Russia, when you look down that list."
Here are some of Bellator's notable athletes from Russia:
- Fedor Emelianenko, heavyweight
- Valentin Moldavsky, heavyweight
- Vadim Nemkov, light heavyweight
- Usman Nurmagomedov, lightweight
- Islam Mamedov, lightweight
Bellator is trying to replicate its Irish success in Russia
The Straight Blast Gym owner and coach John Kavanagh, famed for training Conor McGregor, is routinely praised by those at Bellator, and has been regarded as integral to Bellator's growth in that region.
Speaking to Insider this week, Green said that his plans in Russia are similar to how Bellator approached the boon of the sport in Dublin.
"To go into a market and really try and build the traction there, you have to have a few things in your armory," said Green.
"We have that in Ireland. We have a full house at the 3Arena, a great card, and great fans. I'm hoping for the same thing in Russia.
"Fedor's a talisman for MMA in Russia, and it's not until you go there when you realize how big the guy is. He's out there on the windows of banks advertising credit cards! Where would that happen in the world? He is a true legend over there.
"So, to have him on our books, for him to lead a strong gym," where he mentors Nemkov, who "has dominated our light heavyweight division - he just looks great, is a great ambassador for us over there, and represents the next-gen."
The baton, Green said, is being passed from Fedor to Nemkov, but they're not the only high-caliber Russians competing for the fight firm.
"We also have the guys coming out of Khabib Nurmagomedov's gym, like his cousin Usman. There's a younger generation coming through.
"We're in a really good spot, over there. And it's nice for me because it means it's less US focused, and we've got a more global look in our roster."
Bellator wants to get rid of its reputation as a place for old men
Bellator's recent strategy has been curious, as its focus on A.J. McKee, 26 - an American who has only ever fought for Bellator - and 28-year-old Yaroslav Amosov, a Ukrainian who is unbeaten in pro MMA, are both champions in the featherweight and welterweight divisions.
There's then other homegrown up-and-comers like Aaron Pico, 25, in America, and Usman Nurmagomedov, 23, from Russia.
Bellator has consciously been trying to move away from its stereotype as an old man's league that willingly signs fighters cut from the UFC.
"The turnaround in the last four to five years has been really interesting," Green said. "And it's been a big part of Scott's plan to get behind that, and build it upwards.
"What has happened is, we've got great scouts around the world. But, also, the MMA world has gotten a lot smaller over the years.
"Talented guys in Russia go to train in America, and very quickly people will get to know about them. It's a small community.
"I also think fans are more accepting of pure talent now. And people don't talk about that.
"We're maturing as a sport. People might have wanted to see the same guys, which made it hard from a promotional point of view, because, to build a guy is expensive and takes time.
"But people now really understand MMA, and are well-versed in MMA. So you can truly get these new gems coming through, and get fans who are interested to see how they get on."
Bellator will hold events in key European cities, as well as new ones, in 2022
Bellator is not only focused on the UK, Ireland, and Russia, though.
It held a hat-trick of events in Milan during the pandemic, was one of the first organizations to hold an event in Paris after France backtracked on the sport's ban in 2020, and it is trying to develop MMA in Germany, where "the sport is in its infancy," according to Green.
Though planning events is tricky while COVID-19 continues to circulate, and restrictions can be imposed at short notice, Bellator will plan more events in 2022.
"We'll get these three events out the way in 2021, and I'm more confident of booking more events in 2022," Green confirmed.
"I think when we're trying to build, it's important to go back to where you've had success," he said, indicating where fight fans can expect Bellator MMA shows to take place.
"Friday will be our best London event, headed by a fantastic card. Ireland is always brilliant. And Russia is very strong, as we've got the roster to play with over there.
"I'd like to see us back there, but also add a few new cities to the Bellator world tour."
Friday's Bellator show will be broadcast on BBC iPlayer in the UK, and Showtime in the US.