Bellator CEO Bjorn Rebney insists that his relationship with Spike TV is that of advisor, not a possible television partner.
Media giant Viacom owns Spike and MTV2, Bellator's current TV home. Although Spike today cut ties with the UFC, Rebney insists his promotion isn't lying in wait.
"At this stage, the only group that we're working with that are actually putting fights on with Bellator is MTV2, and they've been doing an amazing job," Rebney today told MMAjunkie.com (
www.mmajunkie.com).The question, though, is what happens next for Spike TV. The channel would seem a logical next step for the tournament-based promotion, and the channel will run dry on MMA programming when it loses the rights to UFC programming such as "The Ultimate Fighter" and "Unleashed" in 2013.
The UFC, of course, today announced a seven-year deal with FOX that will see four major events broadcast on the network as well as "The Ultimate Fighter" going to subsidiary FX.
Rebney admitted the while UFC's recent deal with Fox has "shifted the landscape," he isn't sure whether it's going to have a direct impact on Bellator's business.
It's without question, though, that the promotion could get help from Spike TV, and vice versa. Spike TV is available in 96 million homes while MTV2 is available in 80 million homes. The success of the UFC has raised the cable channel's profile, which has paved the way for greater advertising dollars. That's not lost on parent companies such as the one that owns both channels.
"I hope to God he's right, but I can't see Viacom going, 'Ah well, he's on MTV, we're going to honor that contract," said Bud Brutsman a partner at Shark Fights who's deal with FOX subsidiary FUEL TV expires this year. "They can move them if they want to."
Rebney, however, said no move is imminent, and Bellator's relationship with the channel hasn't changed since the UFC's departure.
"I don't know if it will get more open now that they're not focused on another mixed martial arts brand, but I've been really pleasantly surprised at how open they've been and willing to assist and to help us build things, helps us create things, give us concepts up to this point," Rebney said.
Bellator undoubtedly has capitalized as other promotions have expired or been purchased by the UFC. But Rebney insists his promotion is not tied to the fate of the industry-leader.
"We're a very different format," he said. "We're a very different organization. What we do and how we do it is distinct and unique from how the UFC does it. The UFC utilizes the principle of matchmaking, which they are apparently going to continue to use, where they just sit behind a desk and decide what happens, and who fights for what when. We don't. We're a pure sports organization."
So as speculation of the promotion's future heats up, the executive is instead focused on what lies ahead. Bellator 48 takes place Saturday at Mohegan Sun Casino in Uncasville, Conn., and features the finals of the "Summer Series" featherweight tournament between Marlon Sandro and Pat Curran.
MTV2 cameras will be trained on the action.
"Our job is to put on incredibly exciting fights, recruit world-class fighters, (and) constantly evolve the level of production," Rebney said. "That's ultimately going to dictate how successful we are going into season five and the next three years."
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