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The UFC constitutes prime sponsorship real estate for any mainstream brand that seeks to target the specific, yet broad demographic of males aged between 18 and 35. The fan base, as Dana constantly reminds us, predominantly consists of this cohort.
By affiliating, and consequently aligning, one’s product or service with the UFC, a company virtually guarantees that it will reach nigh on millions of attentive MMA followers. It represents brand placement 101, successfully positioning a brand that is acutely aware of its customer segmentation (pardon the jargon, I studied towards a marketing degree at university).
UFC is the pinnacle of MMA, the organisation which most successfully markets and brands itself in a polished manner, and has very much achieved a high level of mainstream acceptance. Hence, similarly mainstream brands are no longer reticent to associate themselves with a sport that was once widely perceived to be “human cock fighting” (as John McCain tried to convince us a decade ago).
This negative stigma has been largely eradicated from this professional sport, and so the previous inherent risks from a brand perspective have been significantly reduced. It increasingly makes practical business sense for global brands to readily embrace the world’s fastest-growing sport in order to appear progressive.
Hey, but if you don’t trust my educated patter, then check this from Bob Stohrer, vice president of Marketing at Boost Mobile:
“The popularity of UFC has exploded during the past few years, solidifying its position as a mainstream competitive sport. This is an ideal partner for Boost as the sport aligns well with our competitive nature and will give our brand heightened visibility with UFC’s avid and growing fan base.”