In a significant move to promote Nigeria's traditional combat sport, Dambe, the African Warriors Fighting Championship (AWFC) has secured an exclusive partnership with DAZN, the London-based sports streaming service. This collaboration will bring Dambe to a global audience, with DAZN becoming the official global streaming partner for the Dambe World Series, a five-event tournament featuring Nigeria's top fighters against international contenders.

Dambe, a combat sport with roots in West African warrior traditions, has already gained traction online, attracting over 15 million YouTube views via AWFC's broadcasts. However, DAZN's global reach could elevate its profile much like the UFC did for mixed martial arts. This partnership marks a major step in the globalisation of Dambe, which has the potential to follow in the footsteps of other combat sports, evolving from a regional tradition into a globally recognised competition with mainstream appeal.

In 2023, AWFC teamed up with Stake, the online casino known for sponsoring global sports like football and Formula One, marking Dambe's first international partnership. The upcoming Dambe World Series, which kicks off in June 2025, will build on this momentum, with AWFC aiming to attract sponsorship deals, merchandising opportunities, and a broader international fanbase.

Founded in 2018, AWFC promotes and organises professional Dambe events to develop the sport's global presence. Its 2024 "King of Dambe" tournament featured the sport's first European competitor. The organisation stages fights across Nigeria through a network of partner arenas, drawing paying spectators from various parts of the country. The matches are also streamed online, attracting viewers from the US and Brazil—two regions with dedicated Dambe followings, according to Maxwell Kalu, founder of AWFC.

DAZN, often referred to as the "Netflix of Sport," boasts 20 million subscribers across 200+ countries and holds streaming rights to major sports, including boxing, football, and the NFL. The company reported $2.8 billion in revenue in 2023, with backing from investors, including billionaire Sir Len Blavatnik's Access Industries. By securing exclusive broadcasting rights to Dambe's biggest events, DAZN is betting on the sport's crossover appeal.

"Dambe is a sport with deep cultural roots and immense athletic appeal," said Kalu. "Partnering with DAZN allows us to introduce it to a global fanbase. We are confident that 2025 will be the year Dambe captures the attention of fans worldwide." Kalu also noted that the biggest challenge for Dambe is raising awareness, but with the sport's vibrant ecosystem and high production standards, he is optimistic about its future.

This partnership could be a turning point for Dambe's commercial viability, and its success could pave the way for other regional combat sports to gain global recognition. As the sports streaming landscape continues to evolve, collaborations like this one will play a crucial role in shaping the future of combat sports.