rkena: a new word in georgian mma

For a whole month now, all of Georgia has been humming Rkena’s Sachidao.

 

So many tears were shed over our captain’s story, as if all that injustice and sadness had turned into one huge beginning. Something new. Something much, much better.

 

The city was buzzing with an atmosphere of victory, zeal, and determination. It was against this backdrop that a new brand was born—on November 29th, right before our eyes, we were introduced to Rkena: A new standard. A new word. A new stage in the Georgian sports ecosystem.

 

And we’re thrilled that the minds&marketing team witnessed it all firsthand and got the chance to experience every emotion right there on the spot. I have to say, those feelings are still with us, and that’s how you know everything was done right.

 

Let’s talk about Rkena.

 

The Birth of a Brand: How Rkena Was Forged

Rkena is a new Mixed Martial Arts organization, founded in 2025, with Setanta Sports as its main supporter.

 

 

Georgian word, Georgian zeal, Georgian spirit—these are the foundations upon which the brand’s vision and mission are built: to give a platform to young fighters and help them carve a path onto the international stage, while simultaneously developing the MMA culture in Georgia.

 

Rkena was born in the country of Ilia Topuria and Merab Dvalishvili—right time, right place—and that speaks volumes. The new generation, for whom these two are inspiring heroes, now has the opportunity to take their first steps on the long MMA journey right here at home.

 

It’s rare to see a brand launch in Georgian sports with such a clear vision and strategy—and Rkena is the first, exemplary case of exactly that.

 

Let’s dive into how they pulled it off…

 

The Experience: Something We Struggle to Create in Georgian Sports

We often talk about how one of the main challenges in Georgian sports remains fan engagement, interest, and filling up the arena…

 

Rkena’s journey began with decoding this exact problem. The brand didn’t position itself as just a sporting event; it was an experience, a major sports happening with the fan at its epicenter.

 

From the birth of the idea to its execution, the supporter was involved in every single process.

 

It didn't matter if you were an MMA fan or not. The music, content, and visual packaging were crafted so perfectly that they sparked interest anyway: "Something good is happening here... maybe I should watch?"

 

First, there was the "Saichidaos" (Wrestling) video, then Sharikadze's interview, after which the tearful fans, hurt by the injustice, had a seed of hope planted in their hearts—that they would see their captain in sports again, this time in a new capacity, Buka in the octagon…

 

This only ramped up the anticipation for Rkena.

 

The issue of sponsorship is also worth noting, as it remains another huge headache in Georgian sports. Rkena had multiple sponsors for its very first event, and this was despite those companies having no chance to rely on past numbers or a real basis for expectation, as this was a completely new, debut event.

 

This fact speaks volumes about the trust the brand earned from its very first steps and the sense of success Rkena created right from the start.

 

As November 29th approached, the invitations began to be sent out…

 

I can confidently say that I have rarely seen such an originally conceptualized invitation. It made you feel even more strongly that you, the fan, were the main creator of the process—putting on the glasses, picking up the hammer, breaking the stone, and answering the question carved onto it: "What does victory need?" with "You!"

 

This is precisely how great sports brands are built.

 

Rkena Has Begun!

The evening of November 29th finally arrived. The fighting spirit, the atmosphere, and the emotion were palpable near the Sports Palace.

 

As soon as we entered the hall, we knew we were about to witness something special. From that moment, it was clear that the brand knew exactly what it was doing—behind it all stood a unified, tight-knit team and a very clear, meticulously planned strategy.

 

The architecture of the show was so polished in every component—be it the lighting, sound, music, script, media coverage, or communication—that you were filled with pride remembering that all of this was happening in Georgia, and the creators were Georgians.

 

The event lasted nearly four hours, but time flew by without us even realizing it, as the entire audience was completely engaged and experiencing these incredible, electric emotions.

 

It was a new standard for Georgian sports and MMA, a new word, and a true show.

 

Our captain's victory ceremoniously capped off the evening—Buka won!

 

What’s Next?

A packed Sports Palace, positive feedback across social media, and ecstatic fans—that pretty much says it all: Rkena is a success!

 

And what a debut it was!

 

There’s no need to write much more; everything has already been said through action.

 

A sports brand that starts with the right strategy, is executed correctly, and is tailored to the fans always wins.

 

Rkena is just beginning—and this is only the first step on a road that Georgian MMA has been waiting for for a long time.