It's Showtime
Corporate brand
UnclaimedIt's Showtime was a Dutch kickboxing and mixed martial arts promotion that became one of Europe's leading combat-sports brands before being acquired and absorbed into GLORY in 2012.
Last updated August 26, 2026
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Overview
It's Showtime was a Netherlands-based kickboxing and mixed martial arts promotion founded by Simon Rutz in 1998 and headquartered in Amsterdam. The organization staged its first event in 1999 and developed into one of the most prominent European platforms for professional kickboxing. Although it operated in the shadow of Japan's K-1 during much of its early history, It's Showtime built a substantial roster, promoted championship bouts across multiple weight divisions, and helped connect European fighters with international audiences. The promotion's business centered on live combat-sports events, fighter contracts, title competition, television distribution, and promotional partnerships. Its shows were frequently organized or broadcast in cooperation with K-1 and with other European combat-sports promoters, including organizations in Italy, Belgium, and England. This cross-promotional approach gave the brand access to established fighters and broadened its reach beyond the Netherlands. Events were distributed through a range of broadcasters, including Setanta Sports, J Sports, TV Esporte Interativo, The Fight Network in Canada, and AXS TV, formerly known as HDNet. The exact availability varied by event and territory. It's Showtime also experimented with entertainment formats beyond conventional event promotion. In December 2007, Eurosport broadcast the first season of the It's Showtime Reality Show, which featured 19 fighters from different countries. The program offered a more personality-driven presentation of the roster and extended the brand's visibility beyond individual fight cards. The promotion used K-1-style rules for its kickboxing contests. Standard bouts were generally scheduled for three rounds of three minutes, while title fights were generally five rounds of three minutes. Its championship structure covered eight divisions: MAX 61 kg, MAX 65 kg, MAX 69 kg, MAX 73 kg, MAX 77 kg, MAX 85 kg, MAX 95 kg, and heavyweight. This multi-division format allowed It's Showtime to promote both established champions and emerging European talent. The organization's relationship with K-1 became more complicated as K-1 encountered serious financial difficulties. In January 2011, Simon Rutz stated that some It's Showtime fighters had not been paid for K-1 appearances. In March 2012, It's Showtime announced an agreement involving EMCOM Entertainment and the newly established K-1 Global Holdings Ltd. in Hong Kong. The arrangement was intended to place a number of It's Showtime fighters under contracts for future K-1 Global events, but it occurred during a period of considerable instability in the wider kickboxing market. At its peak, It's Showtime was described as Europe's leading kickboxing promotion and, for a period before its acquisition, as the leading promotion globally. In 2012, Glory Sports International purchased the promotion and merged its operations and assets into the emerging GLORY organization. It's Showtime staged its last event near the end of 2012 and subsequently ceased to operate as an independent promotion. Its legacy is closely associated with the professionalization and international expansion of European kickboxing, its cooperation with major broadcasters and promoters, and the transition of prominent fighters and promotional infrastructure into GLORY.
History
It's Showtime was established in the Netherlands by Simon Rutz in 1998, with its first event taking place in 1999. From the outset, the organization operated as a professional combat-sports promoter, with kickboxing as its principal activity and mixed martial arts also included within its event portfolio. Based in Amsterdam, it became an important platform for European fighters seeking international exposure. During its active period, It's Showtime regularly worked with K-1 and with other European promoters. These relationships enabled joint events, fighter exchanges, and wider distribution of bouts. K-1 remained the most influential global kickboxing promotion for much of the period, but It's Showtime grew into a major European competitor and partner. Its events were carried by broadcasters in several territories, including Setanta Sports, J Sports, TV Esporte Interativo, The Fight Network in Canada, and AXS TV, previously known as HDNet. This distribution helped the organization reach audiences outside the Netherlands. The promotion developed a structured championship system based on eight weight divisions: MAX 61 kg, MAX 65 kg, MAX 69 kg, MAX 73 kg, MAX 77 kg, MAX 85 kg, MAX 95 kg, and heavyweight. Its bouts generally followed K-1-style rules, with regular contests scheduled for three three-minute rounds and title fights for five three-minute rounds. The format supported recurring championship narratives and gave the brand a recognizable competitive identity. In December 2007, Eurosport broadcast the first season of the It's Showtime Reality Show. Featuring 19 fighters from around the world, the program expanded the promotion's content beyond live fight cards and presented its athletes as entertainment personalities as well as competitors. The cooperation between It's Showtime and K-1 became more difficult as K-1 entered a period of worsening financial problems. In January 2011, Simon Rutz said that some It's Showtime fighters had not received payment for K-1 fights. In March 2012, It's Showtime announced a relationship involving EMCOM Entertainment and K-1 Global Holdings Ltd., a new Hong Kong company. The agreement was intended to enable contracts for It's Showtime fighters to compete in upcoming K-1 Global events. By the period immediately before its acquisition, It's Showtime was regarded as Europe's leading kickboxing promotion and had reached a position of major international prominence. In 2012, Glory Sports International acquired the promotion and merged it into GLORY. The final It's Showtime event was held near the end of 2012, after which the brand no longer operated as an independent promotion. Its promotional infrastructure, fighter relationships, and event legacy contributed to the formation and early development of GLORY.
- 2012
K-1 Global arrangement announced
[1]It's Showtime announced an agreement connected with EMCOM Entertainment and K-1 Global Holdings Ltd. concerning future fighter contracts and events.
- 2012
Acquired by Glory Sports International
[1]Glory Sports International purchased It's Showtime and merged it into GLORY.
- 2012
Final event
[1]It's Showtime held its last event near the end of 2012 before ending as an independent promotion.
- 2011
Payment concerns emerge around K-1 appearances
[1]Simon Rutz publicly said that some It's Showtime fighters had not been paid for fights in K-1 amid K-1's financial problems.
- 2007
Reality show reaches Eurosport
[1]The first season of the It's Showtime Reality Show was broadcast by Eurosport in December, featuring 19 international fighters.
- 1999
First event held
[1]The promotion staged its first show, beginning its run as a Dutch and European kickboxing organizer.
- 1998
Promotion founded
[1]Simon Rutz founded It's Showtime in the Netherlands as a professional combat-sports promotion.
Products and positioning
A premium European combat-sports promotion focused primarily on international kickboxing, championship competition, major fighter matchups, and broad television distribution.
Kickboxing and combat-sports events · 1999
It's Showtime live events
The core offering was a series of live professional combat-sports events, primarily kickboxing cards featuring international fighters, championship contests, and cross-promotional matchups. Events were staged for in-person audiences and distributed through television partners in multiple countries.
Sports championships
It's Showtime championships
It's Showtime organized title competition across eight divisions ranging from MAX 61 kg through heavyweight. Standard kickboxing contests generally used three three-minute rounds, while championship fights used five three-minute rounds under K-1-style rules.
Reality television · 2007
It's Showtime Reality Show
A fighter-focused television format that presented 19 competitors from around the world and extended the brand into reality programming. The first season was broadcast on Eurosport in December 2007.
Controversies
2011
Unpaid K-1 fighter purses
Simon Rutz claimed that some fighters associated with It's Showtime had not been paid for fights in K-1. The allegation occurred during K-1's broader financial deterioration and affected the promotion's relationship with its principal international counterpart.
Brand decisions
2012
Agreement connected to K-1 Global HoldingsStrategyBackground
K-1 was experiencing significant financial problems, while EMCOM Entertainment had established K-1 Global Holdings Ltd. in Hong Kong.
Action taken
It's Showtime announced an agreement under which a number of its fighters could sign contracts to appear in planned K-1 Global events.
Aftermath
The arrangement was followed in the same year by Glory Sports International's acquisition of It's Showtime and its merger into GLORY.
2012
Sale and merger into GLORYM&ABackground
It's Showtime had become a leading European kickboxing promotion, but the international kickboxing market was undergoing organizational and financial disruption.
Action taken
Glory Sports International purchased It's Showtime and integrated the promotion into the GLORY organization.
Aftermath
The It's Showtime brand ceased operating independently after its final event near the end of 2012, while its promotional legacy and associated fighters contributed to GLORY's development.
Sources1 sources
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