Scott Coker’s new MMA venture just landed a media titan. Steve Bornstein has joined the promotion’s Advisory Board ahead of its planned 2027 launch.
What We Know: Bornstein will advise on media strategy, distribution, technology, fan engagement, and commercial development. He built his reputation at ESPN, becoming the network’s youngest President and CEO while overseeing major growth in television, digital, and live events. Later, he led NFL Network and served as the NFL’s EVP of Media, launching NFL.com, the NFL App, and NFL RedZone. Today, he’s President, North America at Genius Sports — squarely aligned with the promotion’s tech and distribution needs.
What They Said: CEO, Scott Coker: “Steve Bornstein is one of the great builders in the history of sports media. Throughout his tenure as CEO of ESPN and later the NFL Network, Steve set the bar for excellence in sports television and was instrumental in bringing the culture of global sport into the world’s living rooms. Steve has consistently been ahead of where sports, media and fans are going. His experience connecting fans to premium live sports is invaluable as we continue to build.”
Steve Bornstein: “Scott Coker has spent his career building real trust with athletes, fans and partners around the world. The opportunity to advise his new global MMA league at this stage is incredibly exciting. MMA is a global sport with enormous potential, and this group is approaching it with the right combination of ambition, respect for art and the athletes and a long-term vision.”
What Remains Unclear: Specific media and distribution deals haven’t been finalized. Additionally, the league hasn’t confirmed further advisory board additions or a launch beyond stating 2027. The promotion says more details are reportedly coming soon.
What It Means: Bornstein’s addition signals serious media-industry backing for Coker’s new MMA promotion. Moreover, his track record building ESPN and NFL Network suggests real distribution muscle behind the newfound promotion. For a startup league chasing credibility, that experience matters — especially as it competes for eyeballs against established MMA brands.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.