CPI Stem Cells Podcast Episode 1: In this episode of the Cellular Performance Institute Podcast, hosts Scott Nelson and Clay welcome Mo Jassim, the driving force behind ADCC (Abu Dhabi Combat Club). Mo shares his journey in transforming ADCC into the world’s premier grappling event, discussing his passion for the sport, the challenges of organizing large-scale tournaments, and his vision for making grappling a mainstream phenomenon.
A Passion Project with Big Ambitions
When Mo Jassim first encountered ADCC in 2000, it ignited a passion that would fuel his career for the next two decades. Over the years, Jassim worked his way up from handing out wristbands at events to becoming the lead organizer, pushing the sport to new heights. His motivation wasn’t money, but a genuine love for grappling and a desire to push the sport to its limits.
This love for the sport led him to organize the ADCC World Championship in Anaheim in 2019, which saw a record-breaking 4,000 attendees. However, Jassim wasn’t content with this success. The 2022 edition, set to take place in Las Vegas, will dwarf previous events, with over 10,000 tickets sold and high demand driving resale prices to over $10,000 per ticket.
From 50 Spectators to Stadium Crowds
The rise of ADCC under Jassim’s leadership is a testament to the sport’s growing popularity. Grappling tournaments in the early 2000s were modest affairs, often drawing no more than 50 spectators. Fast forward to 2022, and ADCC is selling out massive arenas, with over 7,000 tickets sold on the first day of sales alone.
Jassim reflects on this meteoric rise, remembering the early days when events like Grappler’s Quest offered a mere $500 in prize money. Now, ADCC is breaking barriers with larger audiences and an international following. The challenge, according to Jassim, is keeping the sport entertaining and engaging for both grappling fans and newcomers.
Elevating the Game: A Spectacle for Everyone
One of Jassim’s key strategies is not only to appeal to grappling enthusiasts but to broaden the sport’s appeal. His approach focuses on creating a show as much as a tournament. This is where production value plays a critical role. From hiring Bruce Buffer and Pride’s Lenne Hardt to announce fights to installing a 60-foot LED wall—larger than even what WWE uses—Jassim is committed to making ADCC a visually captivating experience.
And it’s not just about aesthetics. ADCC’s success is also built on its ability to attract the best athletes in the sport. Jassim emphasizes that ADCC isn’t just a tournament—it’s an opportunity for fighters to make a name for themselves. Winning at ADCC opens doors for lucrative sponsorships, DVD sales, and seminars. Athletes like Gordon Ryan have capitalized on ADCC success to generate seven-figure incomes from online training materials and seminars, a far cry from the days of prize money being the only reward.
Building a Mainstream Audience
Jassim’s vision extends beyond grappling-specific sponsorships. He is intent on bringing mainstream brands into the fold. He’s currently working on a deal with a major energy drink company valued at over $10 billion, and ADCC has already secured partnerships with large entities like Joe Rogan and One Championship. Jassim’s goal is to elevate grappling to a mainstream sport, complete with professional athletes, high-level sponsorships, and international recognition.
One of the ways Jassim is doing this is by focusing on entertaining matches. For ADCC, it’s not just about winning—it’s about how you win. Boring, grind-out victories are discouraged in favor of exciting, submission-heavy performances. This philosophy aligns with Jassim’s long-term goal: make ADCC and grappling as exciting and accessible as possible for both hardcore fans and the average viewer who may not have much experience with the sport.
Overcoming Challenges and Staying True to the Vision
While Jassim has brought ADCC into the mainstream, he hasn’t done it without facing challenges. From dealing with ticket scalpers to navigating the competitive politics of the grappling world, Jassim’s journey hasn’t been easy. In fact, he shares stories of how some event organizers have attempted to sabotage his efforts by pulling out sponsors just days before tournaments.
Despite these obstacles, Jassim has remained committed to his vision. He’s focused on elevating the sport while ensuring integrity. ADCC is no longer just a tournament; it’s becoming a cultural movement, and Jassim’s transparent approach to addressing issues in the sport has resonated with fans and athletes alike.
A Bright Future for ADCC and Grappling
As we look ahead to ADCC 2022, there’s no doubt that this event will be a turning point for the sport. With 10,000 fans filling the Thomas & Mack Center in Las Vegas, ADCC is poised to enter a new era. Whether it’s through attracting major sponsors, creating memorable live experiences, or growing a new generation of fans, Mo Jassim has laid the foundation for grappling’s rise to mainstream success.
Jassim’s dedication and passion have transformed ADCC into more than just a tournament; it’s now a spectacle that pushes the boundaries of what’s possible in the world of competitive grappling. With ambitious plans for the future and an unwavering commitment to delivering unforgettable events, Mo Jassim is making ADCC an unmissable event for both fans of the sport and the wider public.
Mo Jassim’s vision for ADCC has brought the sport of grappling to unprecedented heights. From selling out stadiums to attracting major sponsors, his leadership has positioned ADCC to become a major player on the international sports stage. As ADCC 2022 approaches, the excitement surrounding the event is palpable, and it’s clear that Jassim’s passion for the sport will continue to drive its growth and success for years to come.
