ADCC announced yesterday that it has extended its exclusive global video distribution partnership with FloGrappling through 2026, a move that raises more questions than it answers about the future of elite grappling coverage. While the press release touts this as a “multi-year agreement” reflecting “shared vision” the reality appears far more pragmatic: ADCC is sticking with what it knows after a turbulent 2024 that saw the organization’s credibility take hit after hit.
Let’s not forget that just last year ADCC made headlines for all the wrong reasons when it announced a video distribution partnership with the UFC only to unceremoniously abandon the deal amid rumors of unprofessional behavior and vague explanations about the UFC’s inability to broadcast ADCC Opens live. The flip-flopping left fans confused and sponsors wary, hardly the kind of stability one expects from “the world’s most prestigious submission grappling organization.”
The most damning indictment of ADCC’s current position came in 2024 when Craig Jones‘ rival Craig Jones Invitational (CJI) went head-to-head with ADCC’s flagship event and absolutely demolished it in viewership numbers. CJI pulled over a million views on each day of competition while generating genuine excitement and community engagement that ADCC couldn’t match. The contrast was stark: CJI felt fresh, accessible and genuinely committed to elevating athletes while ADCC appeared stuck in its own inertia.
The fact that Craig Jones and ADCC have since “buried the hatchet” and agreed not to compete directly in 2026 might sound like mature conflict resolution but it could just as easily be read as ADCC’s acknowledgment that it can’t win a direct competition for eyeballs and engagement.
ADCC’s renewed partnership with FloGrappling also comes at a time when the platform is facing its own challenges. Recently Ben Kovacs, the new general manager of FloGrappling, made waves when he attempted to rebrand the platform’s $150 annual subscription as “just $12.50” per month, a bit of creative accounting that the grappling community immediately saw through.
The platform has also raised eyebrows with its latest funding round, led by India’s Dream Sports rather than traditional US media investors. While FloSports frames this as international expansion it could just as easily signal that domestic investors are losing confidence in the company’s ability to compete with major platforms.
What’s particularly telling about this partnership extension is what it doesn’t say. There’s no mention of improved production values, better athlete compensation or innovative coverage approaches. Instead we get corporate speak about “pushing the envelope” and “maintaining FloGrappling as the destination for the best promotions.”
The reality is that both organizations find themselves in weakened positions. ADCC got outmaneuvered by CJI while FloGrappling faces questions about its pricing model, funding sources and ability to grow as UFC enters the space. This partnership feels less like a strategic alliance and more like two entities clinging to each other for mutual survival.
Perhaps most frustrating for grappling fans is that this deal likely means more of the same: expensive subscriptions, limited accessibility and the same production approach that has frustrated viewers for years. While other combat sports have found ways to grow their audiences through innovative partnerships and accessible platforms ADCC seems content to double down on exclusivity and gatekeeping.
With Craig Jones hinting that there might not be a third CJI due to “vile characters” in the community—a comment that could reference anyone from internet trolls to industry power brokers—the competitive pressure on ADCC may be decreasing. But that doesn’t necessarily translate to better outcomes for fans.
This partnership extension feels like ADCC playing it safe rather than betting on innovation. In a sport that desperately needs to grow its audience and elevate its athletes, choosing the path of least resistance may be the biggest risk of all.
The grappling community deserves better than a partnership born of limited options and mutual necessity. Whether ADCC and FloGrappling can evolve beyond their current limitations remains to be seen but this deal suggests they’re more interested in maintaining the status quo than pushing the sport forward.
What do you think about ADCC’s decision to stick with FloGrappling? Are there better alternatives for video distribution of elite grappling content?
