Scott Coker's new MMA promotion lands former ESPN and NFL Network CEO Steve Bornstein

Steve Bornstein, one of the most decorated executives in American sports media history, has joined the advisory board of Scott Coker’s new global MMA promotion as the organisation continues building toward its planned 2027 inaugural season.

Bornstein previously served as the youngest president and CEO in ESPN history before moving on to lead NFL Network and serve as executive vice president of media for the National Football League. He currently holds the position of president of North America at Genius Sports, where his work centres on data, technology, artificial intelligence and interactive products in sport.

In his advisory role, Bornstein will counsel the promotion on media strategy, distribution, technology, fan engagement and commercial development — areas central to any new league attempting to establish itself on a global stage.

“Steve Bornstein is one of the great builders in the history of sports media,” Coker said in a press release. “His experience connecting fans to premium live sports is invaluable as we continue to build.”

Bornstein expressed enthusiasm for the project, citing the sport’s worldwide reach. “The opportunity to advise his new global MMA league at this stage is incredibly exciting,” he said. “MMA is a global sport with enormous potential, and this group is approaching it with the right combination of ambition, respect for the art and the athletes, and a long-term vision.”

Bornstein joins an advisory board that already carries considerable weight across media, finance and entertainment. Its existing members include former TelevisaUnivision CEO Wade Davis, Oaktree Capital co-founder Steve Kaplan, former Sony Pictures Television chairman Steve Mosko and Visional founder Swimmy Minami.

The addition of Bornstein signals that Coker’s promotion is prioritising its media and distribution infrastructure well in advance of launch — a deliberate strategy for a league that will need to compete for attention in a market currently dominated by the UFC.