Industry Updates

EFC Africa Voted One Of The Top 6 Sport Brands In SA

04 Nov 2012

Nominated For Sport Brand Of The Year

EFC AFRICA has been rewarded for its massive growth over the last year by being named as one of the top six sport brands in the country. On Wednesday it was announced that Africa’s premier mixed martial arts (MMA) promotion is a finalist in the Sport Brand of the Year category at the 2013 Virgin Active Sport Industry Awards.

With over 100 of the continent’s most highly skilled MMA athletes exclusively contracted to EFC AFRICA, the sporting entertainment phenomenon continues to grow and innovate. Sixteen events have been successfully hosted in South Africa since its inception in November 2009.

“This is the second year running that EFC AFRICA has been nominated for Sport Brand of the Year, once again proving the massive impact that the brand is having in South Africa and on the continent,” says EFC AFRICA president Cairo Howarth. “With millions of viewers tuning in to watch the live events, this is the fastest growing sport brand in Africa.”

EFC AFRICA has been nominated alongside the MTN Lions, Nike, Orlando Pirates, Powerade and the Springboks U20s in the Sport Brand of the Year category.

The past year has been a year of highlights on the commercial front including an increased turnover by over 60%, broadcast reach extended to millions of viewers in 107 countries across 8 worldwide TV networks, five newly signed corporate sponsors and a clothing and equipment merchandising partnership signed with Mr Price Sport. Recently EFC AFRICA also won two categories at the prestigious 2012 international MMA: ITC Awards and launched an innovative athlete development and community upliftment programme with the South African National Defence Force.

“EFC AFRICA is the most dynamic sporting brand in the country and is re-writing the rulebook on how to build a commercially successful sports franchise. EFC AFRICA offers a world class sporting entertainment experience for fans and a huge return on objectives for sponsors,” says Richard Glover, MD of Frontiers Sport & Entertainment, EFC AFRICA’s commercial partner. “We are working with EFC AFRICA on some ground-breaking commercial projects and 2013 promises to be the most exciting in the organisation’s history.”
For more information on the Sport Industry Awards visit

Also see a short video highlighting some of EFC AFRICA's growth in the past 12 months:

About EFC AFRICA™ – The Extreme Fighting Championship™

Headquartered in Johannesburg, South Africa, EFC AFRICA™ now produces 8 live Mixed Martial Arts (MMA) events annually, all hosted on the African continent. With over 100 athletes exclusively signed to the promotion from across the continent (from Angola, DRC, Nigeria, Egypt, South Africa and more), EFC AFRICA is the biggest MMA promotion and showcases the toughest athletes on the continent.
EFC AFRICA™ events are broadcast live in 49 countries on, Africa's largest English TV channel, to millions of viewers across the continent. The events are also broadcast live to millions of homes in the USA, Canada and the Caribbean on FIGHT NOW TV, America's only 24-hour combat sports and entertainment channel. Furthermore, EFC AFRICA™ programming is broadcast across the African continent on FX, part of the Fox International Channels network as well as throughout Europe on EUROSPORT. The live internet broadcast on is watched by viewers around the world, and the events are also broadcast live to all NU METRO cinemas across South Africa giving thousands of additional MMA fans a larger than life event experience.
EFC AFRICA™ also boasts a powerful international presence with bouts and promo videos from the latest events being covered heavily by local and international MMA and mainstream sports, entertainment and news media., the official website, receives unprecedented unique visitor numbers for an African sports organisation and EFC AFRICA also has a massive and rapidly growing Twitter and Facebook following, proving once again that EFC AFRICA™ is the fastest growing sport brand in Africa.