The last few months have seen plenty of discussion around linear channel Vice TV’s shift to a “sports-first model.” In December, they announced partnerships with Omaha Productions and The Volume, as well as “more than 50 hours of sports-themed docuseries, programs, events, and podcasts for global distributors across television and digital.”
Vice TV’s efforts after that announcement have included docuseries such as Calipari: Razor’s Edge and Pitino: Red Storm Rising. They’ve also featured specials like the Chris Russo-hosted Brady vs. Belichick: The Verdict. They have four original Vice Studios series en route, including Dark Side of the Cage, The Grudge, Sports Gone Wrong, and the sixth season of their key Dark Side of the Ring wrestling documentary franchise.
They’re also adding live sports events, partnering with BYB Bare Knuckle Boxing for 13 prime-time events this year.
VICE TV today announced it has reached a landmark multi-year media rights agreement with BYB Bare Knuckle Boxing, the world’s oldest and largest bare knuckle fighting company. VICE Sports will televise 13 live events in prime time this year, with most airing on Saturday nights, kicking off with BYB 37 Denver Brawl IV on Feb. 22. BYB will have the distinction of being VICE TV’s first live sports event series as the 40M plus subscriber cable television network continues its programming shift to a sports-first model.
“We look forward to adding live BYB Bare Knuckle Boxing, our first live event series, as a mainstay of the VICE TV schedule as VICE Sports continues to fill its programming slate with compelling sports-themed docuseries, programs, live events, and podcasts,” said Pete Gaffney, President of VICE TV. “BYB is a combat sport surging in popularity, and having it on VICE TV helps us fulfill our mission of featuring provocative sports programming that our audience now expects.”
“Bare Knuckle Boxing is growing faster than any other sport, with a trajectory that mirrors MMA twenty-five years ago, and that growth and popularity will only accelerate as VICE TV builds out VICE Sports,” said BYB CEO Greg Bloom. “BYB, like VICE TV, prides itself on being an industry innovator and disruptor, and we look forward to being a tentpole partner as VICE Sports continues to elevate exciting original and live programming.”
BYB has been on an interesting growth trajectory of its own. That company started in South Florida with backyard fights from founder Dada 5000 and has evolved into a much wider brand since 2015. They’ve brought in top combat sports broadcasting talents such as Mike Goldberg, Kody “Big Mo” Mommaerts, and Danielle Moinet (formerly Summer Rae in WWE), and boosted their international stature with moves such as the May 2024 acquisition of British promotion BKB and August 2024 acquisition of rights to the Police Gazette Diamond Belt.
And they’re set for another big event shortly: BYB 37 Denver Brawl IV next Saturday, which will now air on Vice TV.
For Vice TV, it will be interesting to see if this represents just a single dip of a toe in the live events space or the prelude to other moves. They’ve made it quite clear that they’re highly focused on sports now, and many other sports properties could use a linear TV boost. But it’s also possible that BYB was a particular fit here, and they’re not looking for a wider slate of live events. We’ll have to see on that front, but seeing them make this move is notable.
About Andrew Bucholtz
Andrew Bucholtz has been covering sports media for Awful Announcing since 2012. He is also a staff writer for The Comeback. His previous work includes time at Yahoo! Sports Canada and Black Press.