Successful UFC Management & Marketing Strategy; New York Has To Commision MMA

By: Derek Crouse

   The art of combat has been passed down through countless generations. From the ancient martial arts of Asia to Rome where wrestling was the preferred style, it is a fact that humans have primal aggressive tendencies and movements can be perfected to devastate an opponent.

   Throughout history, fighting has been an exciting form of entertainment. Whether it be between wild animals or humans, it produces breathtaking action. While some people believe that these types of sports are barbaric or uncivilized, all have to agree that the sport has to respected due to the physical and mental peaks and valleys a fighter endures.

   The UFC has devised to textbook system for the way the sport should be marketed and structured. Initially, UFC was marketed as a no-holds-barred brawl to see which styles and systems of combat worked best. It had an almost carnival attraction to it. You had 150 pound guys taking on 300 plus brawlers. There was no gloves, no rules, and many groups were fighting to burn the UFC at the stake. Political activists were getting shows cancelled and the UFC was on its way to bankruptcy.

   The UFC knew that if they wanted to appeal to the casual fan with a different moral compass, rules and regulations would have to be implemented. The UFC became domesticated with 4-ounce gloves and a weight system similar to boxing. A 5 minute round system was put in to have the fighters develop strategies with a championship bout lasting 5 rounds. A specialized point system for takedowns and striking and uniform regulations were also put in place.

   The weight class system gave each class its own type of unique fighters and styles. Instead of having one championship belt which leaves only one highly anticipated fight maybe four to six months apart, more belts equals more fights to be promoted in a rapid succession. Exposure is the golden goose of the fight game.

   Athletes with personality sell tickets and pay-per-views. When there are heroes, villains, and heels to put on the screen, viewers can’t help but to be drawn in. Then you add in the fact they are going to try to crush each other in a cage what else is there to say. When you look back to boxing from Ali to Tyson, the backstory of pre-fight somewhat determines the bottom line, whether it be Vegas odds, PPV buys, or ticket sales. Now with fighters like Brock Lesnar, Rampage Jackson, and Randy Couture star power is all over the UFC now. If only Howard Cosell was around to cover some of these guys.

   All over the U.S. you can see people from all ages and factions with TapouT, Affliction, and UFC gear from their cars to their clothes. Most other sports franchises market their team subjectively whereas the UFC markets as a whole. For example, we see a lot of Cubs and Sox t-shirts at local establishments, but the actual MLB logo isn’t a focal point. More people wear the UFC gear than having gear of their favorite fighter.

   Also the grass roots movement of MMA has helped build a large and very loyal fanbase. Many gyms that once focused on a certain martial art have put in a hybrid type of style that incorporates everything for Vale Tudo, Brazilian Jiu-Jitsu, Muay Thai, Jeet Kune Do, and Wrestling just to name a few. Where once a child would earn a belt in karate, now he is learning styles from all parts of the world. Many amateur organizations are popping up from Bloomington to Chicago with a lot of hungry talent. The Midwest is one of the best pools for MMA talent.

   Unlike the three major sports where a player’s career is routed from high school, college, and a draft, anybody will enough skill and desire to prove himself has a chance to be successful at this sport. This means that talent can be picked very carefully due to the fact that academic levels are not a precursor for entering the pro-level, but a fighter is purely judged by what he does in the octagon.

   The Ultimate Fighter, which airs on Spike, shows the paths of fighters who might not of been able to have the GPA to play football or basketball, but excelled in combat sports which are not mainstream. Like American Idol, these fighters grow and people learn to love them or hate them. It was a great idea to showcase young talent in this format because reality television is such a vital part of our culture now.

   After the initial shock of Mixed Martial Arts, people like Chuck Liddell are on Dancing With the Stars and Randy Couture is in The Expendables. Like an aquired taste, MMA might seem a bit bitter at first but then you learn to love it. MMA is a softened version of the Gladiators, without the threat of imminent death.

  Currently New York has not passed sanctions for MMA bouts. They don't mind seeing boxers getting standing 8 count concussions, while the refs in MMA stop the bout indefinetly if the opponent looks defenseless. The politicians will see the revenue that the sport brings to cities like Boston and Chicago and like in life "follow the money", which politicians have a knack for. Picture UFC at Madison Square Garden...the electricity and hype that city brings to everything!