Criticism of the UFC's marketing campaigns is commonplace, and it's just. The UFC routinely puts out generic posters relying on the brand itself to market the fights instead of telling a story about the fighters on the card.
They began the UFC 214 campaign with a fresh take on a well-designed poster featuring the two rivals. It was the start this campaign needed.
UFC 214 has one of the most compelling arcs of any fight in UFC history, though. Jon Jones' rise and fall, his personal turmoil and his rivalry with Daniel Cormier serve as the backdrop heading into their clash in Anaheim, California, on July 29.
The UFC finally put out a series of well-produced promos to sell the narrative and tell the story. It's engaging. It's captivating. It's exactly what the UFC should have been doing all along.
The UFC has put its promotional muscle behind the Jones-Cormier rematch with an engrossing trailer and four separate 30-second spots.
If only we could get this kind of marketing on the regular. MMA would be better off for it.