BusinessWire
MediaCo Holding Inc., the publicly traded media‑technology group listed on Nasdaq under the ticker MDIA, disclosed its official U.S. Spanish‑language broadcast and streaming plan for the 2026 season of COMBATE GLOBAL. The schedule, which will be carried on EstrellaTV, promises a consistent weekly slot for mixed‑martial‑arts (MMA) fans who prefer Spanish commentary, and it aligns the fight series with a multi‑platform distribution model that includes traditional linear TV, an over‑the‑top (OTT) app, a free‑ad‑supported streaming (FAST) channel, and connected‑TV environments.
The move reflects a broader industry trend: broadcasters and content owners are increasingly segmenting audiences by language and cultural affinity, especially as the Hispanic demographic continues to command a larger share of U.S. media consumption. By pairing a high‑profile combat sport with a dedicated Spanish‑language outlet, MediaCo is positioning EstrellaTV as a go‑to destination for live, adrenaline‑charged programming that advertisers can target with precision.
Season kickoff and fight card highlights
The 2026 COMBATE GLOBAL season is slated to begin on Thursday, February 26, at 10 p.m. Eastern and Pacific Time. The inaugural event will feature Mexican television personality and MMA competitor Jawy Méndez squaring off against Puerto Rican veteran John “El Sicario” Padron. The bout is billed as a marquee matchup that should draw both existing combat‑sports enthusiasts and casual viewers attracted by the fighters’ regional fame.
Following the premiere, EstrellaTV will air a new COMBATE GLOBAL event every Thursday, maintaining a weekly rhythm that should simplify audience planning and improve measurement for advertisers. The schedule is expected to evolve throughout the year as additional fight cards are announced, with updates posted on the dedicated landing page landing page www.estrellatv.us/combate.
Distribution strategy: Linear meets digital
All COMBATE GLOBAL events will be produced live from Los Angeles and transmitted over EstrellaTV’s national broadcast feed. Simultaneously, the fights will be streamed on the network’s digital assets, including:
- EstrellaTV app – a native iOS and Android experience that supports live playback and on‑demand re‑watching.
- FAST channel – a free, ad‑supported stream that appears in the “live TV” sections of major OTT platforms.
- Connected‑TV environments – integration with devices such as Roku, Amazon Fire TV, and Apple TV, allowing viewers to watch on larger screens without a traditional cable subscription.
By offering the same live feed across these channels, MediaCo hopes to capture viewers wherever they consume content, while also providing advertisers with multiple inventory sources tied to a single audience. The approach mirrors other sports rights holders that have embraced “dual‑screen” distribution to hedge against cord‑cutting trends.
Executive perspectives
“COMBATE GLOBAL brings adrenaline driven viewership from a highly engaged audience to all of our platforms,” said Rene Santaella, Chief Operating Officer of MediaCo. “With a consistent live schedule across linear and streaming, fans know exactly where and how to watch every fight, every moment, and every victory on EstrellaTV.”
Santaella’s comment underscores the strategic intent behind the schedule: a predictable timeslot reduces viewer friction and improves ad inventory sell‑through. The emphasis on “all of our platforms” also signals MediaCo’s confidence that the combined reach of broadcast and OTT will exceed what either could deliver alone.
COMBATE GLOBAL CEO Campbell McLaren added, “EstrellaTV is the perfect partner for COMBATE as they are demonstrating that the Hispanic audience is now mainstream.” McLaren’s remark highlights the growing recognition that Spanish‑language audiences are not niche; they are integral to the overall media landscape, with buying power that rivals English‑dominant segments.
Why the schedule matters for ad tech
From an ad‑tech standpoint, the announcement opens several avenues for programmatic advertising and measurement:
- Unified audience IDs – By streaming the same live feed on the app, FAST channel, and connected‑TV, MediaCo can assign a single identifier to a viewer across devices, enabling cross‑device frequency capping and attribution.
- Dynamic ad insertion (DAI) – The FAST and OTT streams support server‑side ad insertion, allowing advertisers to serve tailored creative based on viewer demographics, location, and previous exposure.
- Addressable TV – EstrellaTV’s linear broadcast infrastructure is increasingly equipped for addressable advertising, meaning households can receive different ads within the same program slot.
- Enhanced analytics – Real‑time reporting on viewership metrics (e.g., minute‑by‑minute engagement, completion rates) will be available through MediaCo’s analytics platform, providing advertisers with granular performance data.
These capabilities align with the broader industry push toward “holistic” advertising, where a single campaign can be executed across broadcast, OTT, and connected‑TV while maintaining consistent measurement and optimization.
Competitive context: Spanish‑language sports rights
The U.S. sports rights market has traditionally been dominated by English‑language broadcasters, but the last few years have seen a surge in Spanish‑language acquisitions. Networks such as ESPN Deportes, Fox Deportes, and Univision have secured rights to soccer, NFL, and NBA games, recognizing the lucrative Hispanic viewership. COMBATE GLOBAL’s partnership with EstrellaTV adds MMA to that growing portfolio.
While the UFC remains the premier MMA brand in the United States, COMBATE GLOBAL differentiates itself through a bilingual storytelling model and a focus on Latin American talent. By delivering fights in Spanish and featuring fighters who already have a following in Hispanic markets, the league aims to carve out a niche that complements rather than directly competes with the UFC’s English‑language dominance.
Implications for advertisers and brands
For marketers, the new schedule offers a clear, weekly window to reach a demographic that is often under‑served in mainstream media buys. Brands targeting younger, active consumers—such as sports apparel, energy drinks, and mobile gaming—will find a natural fit within the high‑energy environment of live MMA.
Because the fights will be available on both linear TV and OTT, advertisers can choose between traditional spot buys and programmatic campaigns that leverage data‑driven targeting. The presence of a FAST channel also introduces a cost‑effective inventory tier for brands looking to test creative or reach audiences that primarily consume free, ad‑supported streams.
Moreover, the dedicated website digital platforms will serve as a hub for supplemental content—fight previews, athlete interviews, and behind‑the‑scenes footage—that can be packaged into branded experiences or sponsorships, extending the value of a single ad slot across multiple touchpoints.
Looking ahead: What to watch for
MediaCo has indicated that the fight schedule will be updated regularly throughout the season, with additional dates, cards, and broadcast details posted on the COMBATE GLOBAL landing page. Stakeholders should monitor the site for:
- New fight cards – Additional marquee matchups could attract higher viewership peaks.
- Special events – Pay‑per‑view or championship bouts may be introduced, offering premium inventory.
- Technology upgrades – Enhancements to DAI, addressable TV, or analytics could further refine ad targeting.
As the season progresses, measurement firms will likely release viewership and engagement data that could validate the effectiveness of the dual‑distribution model. Early indications suggest that the combination of a fixed weekly slot, multilingual commentary, and cross‑platform accessibility may set a benchmark for future Spanish‑language sports programming.
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