Is GLORY Losing Popularity? What Its Enfusion Partnership Means
GLORY Kickboxing is expanding its GLORY Rivals series through a renewed partnership with Enfusion, with multiple events planned for 2027. While the collaboration creates new opportunities for emerging fighters, it also raises an important question about the direction of kickboxing’s biggest promotion: is GLORY losing its grip on the sport?
According to the announcement, the partnership will deliver four GLORY Rivals events throughout 2027, beginning on January 16 at the Topsport Center in Almere, Netherlands. The remaining events are expected to take place later in the year, although their dates, fight cards and broadcast details have yet to be announced.
The agreement follows GLORY’s decision to expand the Rivals series through collaborations with regional promotions, including RingFight Promotions. Rather than relying exclusively on its traditional numbered events and major COLLISION shows, GLORY appears increasingly interested in working with other organisations to expand its event calendar and develop emerging talent.
However, the timing of the Enfusion partnership is significant. GLORY has faced questions about its commercial direction, international ambitions and ability to maintain its position following the departure of several recognisable fighters.
Rico Verhoeven, who dominated the heavyweight division for more than a decade, vacated his GLORY heavyweight title in 2025. Other established names have also moved on from the promotion, creating a challenge for an organisation that has historically relied on elite talent and recognisable champions to attract audiences.
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Can Enfusion Help GLORY Rebuild?
The partnership offers GLORY a potential solution to one of its biggest challenges: developing new stars while keeping its existing roster active.
Enfusion has an established presence in European kickboxing, giving GLORY access to a wider pool of fighters, regional audiences and potential matchups. The two promotions previously collaborated on GLORY Rivals events in 2022, making this a renewed relationship rather than an entirely new experiment.
For rising fighters, the arrangement could provide a clearer route towards competing on GLORY’s biggest stages. For fans, it could introduce new rivalries and future contenders before they become established names.
Nevertheless, staging more events alone will not solve every problem. GLORY still needs recognisable fighters, compelling rivalries, consistent broadcasting and strong ticket sales to compete for attention in an increasingly crowded combat sports market.
Its decision to strengthen ties with regional promotions does not automatically mean GLORY is declining. It could instead represent a more sustainable approach to building its roster and expanding its reach.
The real test will be whether these events produce fighters capable of becoming the next generation of kickboxing stars. If GLORY can turn promising prospects into genuine attractions, the Enfusion partnership could prove valuable. If not, the promotion risks adding events without significantly increasing fan interest.
For now, GLORY is betting that the future of kickboxing depends on developing its next generation rather than relying on established stars. Whether that strategy restores its wider appeal remains to be seen.
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