Joe Hand Promotions

The business acquires or manages commercial distribution rights for premium live sports and entertainment programming, then resells those rights to hospitality venues for public exhibition. Value is created by converting fragmented venue demand into a repeatable B2B licensing model, combining access rights, event packaging, purchasing infrastructure and promotional support. The company sits between rights holders and commercial venues, monetising the ability to legally show premium events in public settings.

Joe Hand Promotions is a private US company that distributes commercial exhibition rights for live sports and sports entertainment programming to bars, restaurants and other hospitality venues. Its offer centres on selling lawful access to premium event content such as UFC, AEW, WWE, boxing and ESPN+ for Business, typically packaged as either recurring subscriptions or single-event licences for public display in commercial settings.

The company makes money by charging venues for commercial access to these events and packages, often with pricing linked to venue size or occupancy. It also supports customers with self-service purchasing tools, event schedules and marketing materials intended to help venues promote fight nights and increase food-and-beverage sales. Its customers are not consumers; they are business operators that want licensed sports content to drive in-venue footfall and spending.