Scott Coker's New MMA Promotion Takes Shape

Scott Coker's upcoming MMA promotion is building its leadership structure, announcing six executive hires across content, operations, athlete relations, European production, media rights, and communications as the $60 million venture moves closer to its targeted 2027 launch.

The appointments bring significant combat sports and mainstream business experience into the organisation, with several names carrying direct ties to the UFC's own rise to prominence — a detail that will not be lost on the sport's existing power structures.

Kevin Kay's appointment as Chief Content Officer carries particular weight given his history. His work at Spike TV included a direct role in launching The Ultimate Fighter — the reality series widely credited with saving the UFC from financial collapse in 2005 and introducing the promotion to a mainstream American audience.

Rich Chou provides the roster-building expertise the promotion will need from day one. His experience spans some of the most significant MMA organisations outside the UFC — Bellator, Strikeforce, Elite XC, and Rumble on the Rock — giving him a network of fighter relationships and industry knowledge that aligns directly with Coker's stated approach of building from the ground up.

Tom Fox's background at Gatorade and Nike brings mainstream commercial infrastructure thinking to a promotion that has outlined an aggressive scaling plan — twelve events in 2027, eighteen in 2028, and twenty-two in 2029 across American, European, and Asian markets. The European production appointment of Paulo Boccotti reflects that international ambition directly. Coker had big plans moving forward

"The one thing that I can do to contribute is we have star-identified and star-built fighters from the ground up better than anybody else. We're going to go back to doing that. We're going to have scouts all over the world. We're going to be looking for that next diamond in the rough.

“They're out there, but they need to be discovered. We're going to go sign top young talent as well, as part of this offering, and I'm excited about that because they're going to come and they're going to bring it. If you look at the track record, Daniel Cormier, when I signed him, he had no fights, and neither did Tyron Woodley or Luke Rockhold. There's a list that goes on,” Coker