Aussie fight entrepreneur launches new combat sport ‘Brawling’ and eyes global takeover

It is the new combat sport ready to take over the world. ‘Brawling’ has been invented by an Australian fight entrepreneur and he has bold plans to become the next Dana White.

Peter Badel

@badel_cmail

3 min read

October 11, 2025 - 5:00AM

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It is the new combat sport aiming to become a $1 billion worldwide juggernaut.

Welcome to the International Brawling Championship, a revolutionary combat sport invented by a Melbourne-born fight entrepreneur who has set his sights on becoming “the Dana White of Australia”.

The IBC is basically UFC without wrestling. The first show on the Gold Coast in August was such a success it had two million views on social media in 24 hours, and has attracted interest from television executives who believe ‘brawling’ can emulate the gargantuan rise of the UFC.

The IBC’s founder and president, Daniel Mac, raised in Mildura and now living on the Gold Coast, has spent more than $400,000 on the concept and will stage a second card at Brisbane’s Nissan Arena on November 28.

One of Australian boxing’s knockout artists, Issac ‘The Headsplitter’ Hardman, was so blown away by the IBC’s debut in August he has signed a five-fight deal to be the poster boy for brawling.

IBC president and founder Daniel Mac wants to be the Dana White of Australian combat sports. Picture: Supplied.

Thirty years ago, the UFC started out with modest origins, but the mixed-martial arts organisation overcame the knockers and the haters to become a $15bn global phenomenon.

Mac, 36, accepts there will be critics of his homespun IBC combat concept, but believes his one-man operation can grow into a bona fide worldwide sport.

“The simplest way to describe this as UFC without the wrestling element,” he said.

“There is nothing like this in the world.

“It’s the first of its kind and I’m putting everything I’ve got into it.

“Every single aspect of this show I’ve come up with myself.

“The great thing is it can be shown on television because it’s not as gruesome or savage as bare knuckle fighting.

“The way I see it, this will either be a $1 billion valuation or it will go bankrupt.

“But I believe in the concept, I believe in the sport and it’s my vision to go global with the IBC and become the Dana White of Australia.”

Australian boxing knockout artist Issac Hardman has signed with the IBC. Picture: Getty Images.

White has been president of the Ultimate Fighting Championship for two decades, amassing more than $500 million in personal wealth and turning the UFC into one of the most recognisable brands in the world.

Mac has registered the IBC with the Australian Securities and Investments Commission and is taking out a worldwide patent on his IBC logo.

Under brawling rules, fighters wear four ounce gloves, similar to the UFC, and throw down over four, two-minute rounds inside a five metre by five metre six-foot cage.

The X-factor is the IBC’s diamond logo situated in the middle of the ring.

Once per round after the opening frame, the fighters have the option of calling ‘The Final Stand’ — a furious brawl inside the tiny diamond logo zone in a winner-takes-all slugfest.

“The reaction after that first show was incredible. We had two million views in 24 hours,” he said.

Hardman gives the IBC ‘genuine credibility.’ Picture: AAP Image/Regi Varghese

“We’re doing everything professionally. This is not a backyard joke.

“I’ve registered the company and I’m talking to Combat Sports authorities here to put on other shows around the country.

“Why can’t it succeed? People bagged the UFC in the early years and look at it now. The UFC is now valued at $15 billion.

“The response has been unbelievable. My inbox has exploded with interest. I’ve got 14 fights on my next card locked in and I have enough interest to put fighters on for another three shows.”

Brisbane-born Hardman has won 15 of 18 fights as a professional boxer and Mac says the signing of the Headsplitter is a crucial early coup.

Dana White has turned the UFC into a global juggernaut.

“Issac came to the first show as a spectator and he loved the event so much he has signed up to fight on our next card,” Mac said.

“It’s confidence boosting. Having Issac gives us genuine credibility. He is a big puncher and could do some real damage in this sport.

“We are taking safety seriously. We are having 90-second rest breaks between rounds, not 60 seconds, to give doctors time to assess a fighter if they have suffered a concussion or can’t fight.