Saturday night will see the first Sky Sports Bellator broadcast as part of the promotion’s recently announced U.K. television deal and Head of Bellator Europe Dave Green believes the platform could see the promotion become the dominant MMA brand in the continent ahead of the UFC.
After Friday’s announcement, the news ran throughout the day on Sky Sports News, the most viewed sports news channel in the region, which gave Green an initial insight to how much of impact the broadcaster can have on Bellator’s brand acknowledgement in the U.K. and Ireland.
“It’s a massive deal for not only Bellator, but U.