After announcing a partnership last month, Endemol Shine Brasil and Podpah have aligned with esports organization Furia for a new sports entertainment format, Crew Fight.
The tournament format, combining MMA, entertainment, and gamification elements, arrives on MadHouse TV’s YouTube channel, live from Podpah studios, in December. It follows four athletes as they compete for the title, each mentored by a member of MMA team Fighting Nerds. It aims to bring MMA closer to a young, digitally connected audience.
Grupo Podpah started as a podcast brand and has evolved into a multiplatform offering with originals and digital channels like Podpah TV and Madhouse TV. It boasts a social media community of more than 32 million followers.
“Crew Fight is born from our ambition to create new formats that connect entertainment, sport and community,” said Nani Freitas, CEO of Endemol Shine Brasil. “This project is our first step into sportainment, expanding our portfolio in this fast-growing category and underlining the value of collaborating with leading partners such as Grupo Podpah and Furia.”
“The commitment of Podpah has always been to speak directly with our community and break away from traditional formats,” added Victor Assis, Grupo Podpah CEO. “With Madhouse TV, our goal is to transform the way young audiences consume sport. They look for dynamism, interactivity, and real entertainment. Crew Fight reflects this vision to connect our engagement strength with Endemol Shine Brasil’s format expertise. We are very excited to open the doors to our studio to create a milestone in national sportainment.”
“Furia always believed in the potential of connecting different communities through sports and entertainment, and Crew Fight represents another opportunity to explore new formats and connect audiences with experiences that extend beyond traditional competitions,” added Guilherme Chequer, commercial leader at Furia. “This is a project that speaks directly to our vision to expand Furia’s presence in different cultures and entertainment territories.”
