The mixed martial arts organization Bellator MMA is planning to expand its brand beyond the ring with the help of All-American Licensing & Management Group.

“As the Bellator brand continues to grow exponentially, securing an innovative licensing partnership was vital,” says Bjorn Rebney, chairman and chief executive officer, Bellator. “AALMG’s experience, expertise and industry leading knowledge of sports licensing made them the perfect fit.”

AALMG will develop a line of lifestyle products for the brand including apparel, accessories, video, interactive and mobile games, sports and fitness equipment, nutritional products and workout gear.

Bellator just completed its ninth tournament season, which averaged more than 750,000 viewers per week.

“As the recent ratings have shown, Bellator MMA is truly the fastest-growing combat sports’ promotion in the world,” says Al Ovadia, partner, AALMG. “The product concepts that we’ll be introducing will be perfectly targeted to the growing base of Bellator MMA fans.”