Market Overview

Alliance MMA, Inc. Retains Kings Highway Media as Strategic Media Rights Consultancy

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Alliance
MMA, Inc.
("Alliance MMA" or the "Company") (NASDAQ:AMMA), the
largest group of regional mixed martial arts (MMA) sports organizations
in the U.S., announced today the retention of Kings Highway Media, LLC
for the purposes of domestic and international omni-channel media rights
distribution. The partnership supports Alliance MMA's focus on key
revenue drivers including live events, content and sponsorships.

Kings Highway Media, founded in 2012 and led by Managing Partner Andrew
Whitaker, is headquartered in Rowayton, CT. Alliance MMA, headquartered
in New York City, currently holds more than 60 events a year, with plans
to execute over 125. Regionally, Alliance MMA can be seen on CBS Sports
Net (Cage Fury Fighting Championships' CFFC63 airs this Thursday at
10:30pm) and Comcast SportsNet Chicago.

"Kings Highway understands there are so many ways to deliver content
today. The amount of time spent daily in front of screens, and answering
the questions of who is watching those screens and most critically, what
devices they are watching on, all come into play," said Robert Haydak,
President of Alliance MMA. "We are confident Kings Highway will pursue
all the right avenues for us."

Andrew Whitaker, Kings Highway's Managing Partner, is notable for his
success in creating and then leveraging the international market and its
appetite for the professional wrestling organization, World Wrestling
Entertainment, Inc. (NYSE:WWE). He, along with his team, currently
consults for a global clientele, which includes rugby union, cricket,
horse racing, boxing, wrestling and select media rights agencies.

"Alliance MMA intends to take their linear and non-linear content to new
markets globally, and Kings Highway looks forward to sitting down with
our friends worldwide to introduce them to all that is Alliance MMA. We
couldn't be more excited." said Whitaker.

Alliance MMA currently operates eight regional MMA promotions across the
country: Atlantic City-based Cage Fury Fighting Championship
(CFFC), Washington-based Combat Games MMA (COGA), Chicago-based Hoosier
Fight Club (HFC), Memphis-based V3 Fights, Baltimore-based Shogun
Fights, Ohio-based Iron Tiger Fight Series (IT Fight
Series), Miami-based Fight Time Promotions, as well as a San Diego-based
promotion. The Company expects to acquire up to twelve additional MMA
promotions over the next eight months.

About Alliance MMA, Inc.

Alliance MMA (NASDAQ:AMMA) is a mixed martial arts organization offering
premier promotional opportunities for aspiring mixed martial arts (MMA)
fighters who wish to advance to the sport's highest level of
professional competition. Alliance MMA's mission is to identify and
cultivate the next generation of fighters and champions for the Ultimate
Fighting Championship (UFC) and other premier MMA promotions.

With some of the world's leading MMA promotions under the Alliance MMA
umbrella, the organization aims eventually to host in excess of 125
events per year, showcasing more than 1,000 fighters. Alliance MMA is
also dedicated to generating live original sports media content,
attracting an international fan base, and securing major brand
sponsorship revenue for live MMA events, digital media and Alliance MMA
fighters.

MMA is the world's fastest growing sport with worldwide fans of
approximately 300 million according to sports marketing research firm
Repucom. MMA is a full contact sport that allows a wide range of
fighting techniques, including striking and grappling from various
martial arts and disciplines including Boxing, Wrestling, Brazilian Jiu
Jitsu, Karate and Muay Thai. Professional MMA fights are legal and
regulated by state athletic commissions in all 50 states.

Alliance MMA, Inc. was incorporated in 2015 for the purpose of acquiring
businesses that engage in the promotion of mixed martial arts (MMA)
events. In 2016, the company completed an initial public offering that
culminated in a listing on the NASDAQ stock exchange. Alliance MMA is
the only mixed martial arts promotion company that is publicly-traded.

For more information visit, www.alliancemma.com

Forward-Looking Statements

This press release contains forward-looking statements within the
meaning of the federal securities laws. These statements relate to
anticipated future events, future results of operations or future
financial performance. In some cases, you can identify forward-looking
statements by terminology such as "may," "might," "will," "should,"
"intends," "expects," "plans," "goals," "projects," "anticipates,"
"believes," "estimates," "predicts," "potential," or "continue" or the
negative of these terms or other comparable terminology. Actual results
may differ materially from historical results or those indicated by
these forward-looking statements as a result of a variety of factors
including, but not limited to, those discussed under the heading "Risk
Factors" in our registration statement on Form S-1 (Registration No.
333-213166) declared effective by the Securities and Exchange Commission
on September 2, 2016. Alliance MMA encourages you to review other
factors that may affect its future results in Alliance MMA's
registration statement and in its other filings with the Securities and
Exchange Commission.

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