It’s no secret that country music juggernaut and CEO of The Grizzly Rose Country Bar and Nightclub, Scott Durland, sees a huge opportunity in the world of combat sports. Now he has bought into one of the fastest growing promotions in the country, Sparta Combat League! Sources close to this announcement have not released numbers, but tell us it had to be something very substantial for SCL CEO Jeff Cisneros, to part with such a large percentage of shares in his dream and vision!
Jeff Cisneros has been on an incredible journey that began eight years ago with only five hundred bucks to his name. Over those years, with an excellent vision for finding great fighters and recruiting staff who enjoy what they do, Jeff and Rebecca Cisneros have built such a highly respectable combat sports promotion! Sparta Combat League went from just a few hundred fans in a small venues in Colorado to selling out large arenas with up to 5400 excited fans in multiple states with plans to go international!
“This was another step in the journey, another power move that gives legitimate backing to the powerhouse known as Sparta Combat League!” Jeff Cisneros said when asked of the deal.
It wasn’t something that happened over night, Cisneros mentioned that the conversation with Scott started almost three years ago. Just last July during a late night road trip to Cheyenne, Wyoming, during the Frontier days, is when the conversation started getting serious.
“We began talking during the trip, about where SCL was going, and how exciting it was to see the brand exploding.” Jeff recalled.
“The conversation continued for some months until finally in January of 2017... We just had a killer show!” Said Cisneros, “Another sold out event at The Grizzly Rose and this was the same day the UFC had their event in town!”
After their SCL event, Jeff and Rebecca attended the UFC at Pepsi Center. From the front row Jeff noticed that across from him was Scott Durland on the other side of the arena sitting in the front row as well! Jeff quickly snapped a picture with his cellphone (right) and immediately sent it to Scott with a message stating “I know that look, we should talk Monday!” Durland responded quickly with, “Yes, we should!”
Jeff knew exactly what Scott was thinking about that night while at his first ever UFC event.
“This is very exciting, Sparta Combat League is thriving. This thing has unlimited potential, truly limiteless!” Scott spoke of the deal, and what ultimately sold him on it. It was Jeff Cisneros’s knowledge of the market and the product he has! “He really knows the numbers and facts of this business. Jeff and Becca’s work ethic is unparalleled! It didn’t hurt that Jeff was so damn persistent!”
Rumors were going around that SCL had other offers on the table, Jeff cleared that up. “Yes, we had a few other offers on the table. But in the end, Becca and I decided they were not the best for us. I really wanted the deal with Scott, he's been my mentor and role model for many years. At the time, possibly getting an opportunity to work with your mentor is a rare thing in the world of business! I've seen first-hand what Scott is capable of, he has built an empire!"
You can hear the passion in Cisneros’s voice, “I want that as well, together we believe that we will become the number one combat sports brand in the world!”
When we asked Jeff for some numbers on the deal he just smiled. “I wanted security for my girls and that’s what I got. But this deal will allow us to help more people in the community and that means the world to me!”
It has been quite a year for Sparta Combat League, there is no doubt the promotion is making giant moves in the industry! Landing a deal with Altitude Sports, also partnering with NBC and 9News, now the deal with Scott Durland and we are also hearing that this may include the acquisition of Cisneros’ supplement company, Spartan Labs!
Before we let Jeff go we had to ask him what advice he would give to others out there chasing their dreams just as he has for the last eight years. He wasted no time with his response, "Never Give Up! I have failed more times than I can ever count, but every time I got back up and went after it again! Let me serve as proof you can come from nothing and have anything you're willing to work for! Too often people turn around before the blessing happens. Keep going!"