MMA: 20 Blue Chip Companies and the MMA Fighters They Should Endorse

MMA fighters are always looking for new sponsorship opportunities to help supplement their sometimes surprisingly low pay checks, but it usually ends up with them being sponsored by MMA t-shirt companies.

Sure, t-shirt companies probably pay fairly well, but the real opportunities lie in what NASCAR has done with their marketing by getting some of the world’s biggest corporations to sign on as sponsors for cars.

With MMA quickly rising as one of the world’s fastest growing sports, it only seems logical that these corporations will eventually start looking at sponsoring fighters as a way to break into that ever-important 18-to-24-year old male demographic that has really helped the sport of MMA grow to new heights.

In an effort to cut down on some of the marketing research needed by these corporations, I’ve taken the time to pair 20 of the world’s most successful blue-chip companies with an MMA fighter they should sponsor.

3M (NYSE: MMM)—B.J. Penn

3M, formerly known as Minnesota Mining and Manufacturing Company, is a corporation known for their innovative adhesives, laminates, dental products, medical products and electronic materials. They are perhaps most famous for being the company that invented the Post-It note.

3M’s tagline is simply, “Innovate,” which B.J. Penn does perhaps better than any fighter in MMA. Whether it’s his amazing transitions, his unbelievable balance and takedown defense or his now famous arm-in rear naked choke, Penn fits right in with 3M’s Innovation.

The Walt Disney Company (NYSE: DIS)—Royce Gracie

Disney is the world’s largest media and entertainment conglomerate in terms of revenue.
Though they are known for their animated films, many of which are some of the most famous ever created, children know Disney more for their theme parks in Florida and California—Disney World and Disneyland.

Though Royce Gracie is anything but what you would think of as a childish fighter, he did make some heads turn when, after winning UFC 1, he announced, “I’m Going to Disneyland!”

He might as well get paid for the endorsement, right?

The Coca-Cola Company (NYSE: KO)—Cody McKenzie

If you’re from America, you know the Coca-Cola brand and the famous soda created by John Stith Pemberton in 1886. This famous brand is everywhere from sporting events to cafeterias, hospitals and the set of American Idol.

The company has long branded a simple slogan, “Enjoy Coke,” (or Enjoy Coca-Cola) on advertisements. Some people have seen play off of this slogan, “Enjoy Choke,” used on a t-shirt.

This t-shirt would actually be perfect for both Coca-Cola and UFC fighter Cody McKenzie.

While the shirt doesn’t actually say the company’s name, Coca-Cola doesn’t need that at this point. They’re as big as it gets when it comes to branding identity. They simply need to get people thinking about “Enjoying a Coke” and the t-shirt would do just that.

Meanwhile, prior to his recent loss to Yves Edwards, Cody McKenzie had won 10 straight fights by way of one move—the guillotine choke. The “Enjoy Choke” t-shirt would be a hilarious warning for his opponents that even though you know it’s coming, you’re still going to end up tapping to the guillotine at some point.

Hewlett-Packard (NYSE: HPQ)—Kazushi Sakuraba

Commonly referred to now as “HP,” Hewlett-Packard is one of the world’s largest informational technology companies. The “HP” in their NYSE abbreviation is self-explanatory, but the “Q” actually stands for Compaq, a company which merged with HP in 2002 and is famous for branding the “Q” logo on all of its products.

The company’s tagline is now “Invent.” What fighter better fits that tagline than Japanese fighter Kazushi Sakuraba, who might have invented more strikes and takedowns than any fighter in the modern era?

Wal-Mart Stores, Inc. (NYSE: WMT)—Nick Diaz

The world’s largest public corporation by revenue in 2010 has done an amazing job of promoting their brand as being the place for consumers to go to save money. Whether it’s electronics, groceries, clothing or just random knickknacks, Wal-Mart has it—and probably for cheaper than anywhere else in the area.

Nick Diaz constantly talks about how he’s underpaid, even though it was recently announced that he made $150,000 for his fight with Evangelista “Cyborg” Santos.

I wonder what $150,000 could buy at Wal-Mart.

Exxon Mobil Corporation (NYSE: XOM)—Shane Carwin

Exxon Mobil is an oil and gas corporation created in Nov. 1999 when Exxon and Mobil merged and is a direct descendant of John D. Rockafeller’s Standard Oil company. The corporation is the largest of the six oil supermajors and is one of the largest publicly traded companies in the world.

This is kind of a cheap shot, but Shane Carwin, who is often criticized for his lack of “gas” in the cage, should be sponsored by this massive gas corporation.

Shane has fun with his own shortcomings, so it wouldn’t be that ridiculous to think that he might actually accept a sponsorship from Exxon Mobil if they were to ever offer him anything.

IBM (NYSE: IBM)—Fedor Emelianenko

IBM is one of the world’s oldest and most successful computer companies, having created what is assumed to be the world’s first “self-learning” program in 1956.

Their slogan, “I Think, Therefore I Am,” fits right along with the psychological advantage that Fedor Emelianenko attempts to gain before his fights. Emelianenko is almost shockingly tranquil prior to even his biggest fights. When he walks to the cage, there are no smiles, no snarls at the camera, not even the slightest acknowledgement of anything other than the task at hand.

Emelianenko is simply in a zone. He thinks, therefore he is.

Microsoft Corporation (NYSE: MSFT)—Jon “Bones” Jones

Microsoft, creator of the world’s most-used computer operating system Windows, is a company that prides itself on being at the forefront of technology. They are constantly refining their existing products and looking for opportunities in new areas.

Microsoft recently sponsored fighter Demetrious Johnson for his fight at UFC 126, but may find more success sponsoring a man who will be fighting for the UFC Light Heavyweight Championship at UFC 128, Jon “Bones” Jones.

Microsoft began their new branding campaign, “Be What’s Next,” in 2011.

Jon Jones is what’s next.

The Home Depot (NYSE: HD)—Clay Guida

This one should be fairly obvious.

Home Depot is an American retailer that specializes in home improvement tools and construction products.

With the nickname “The Carpenter,” Clay Guida fits right in with The Home Depot.

Clay could win his fight and give us “Clay’s Building Tip of the Day” while talking to Joe Rogan. Brilliant.

Chevron Corporation (NYSE: CVX)—Georges St. Pierre

Chevron is one of the world’s six supermajor oil companies and has been consistently ranked recently as one of America’s top five largest corporations by Fortune 500.

The company’s “Human Energy” slogan is personified by the UFC Welterweight Champion, Georges St. Pierre.

Though he has gone the distance in numerous five-round MMA title fights, St. Pierre always looks ready to go another five. His incredible motor is truly “Human Energy” at its finest.

DuPont (NYSE: DDPRA, DDPRB, DD)—Rich Franklin

E. I. du Pont de Nemours and Company, better known simply as DuPont, is an American chemical company founded in 1802.

The company is one of the world’s largest developers of polymers including nylon, neoprene, Vespel, and Kevlar; but its biggest claim to fame for most people may actually be its NASCAR sponsorship of Jeff Gordon and his Hendrick Motorsports #24 Chevrolet Impala.

“Our sponsorship of Jeff Gordon helps keep DuPont brands and products in the public eye,” DuPont said about their NASCAR sponsorship. “Branding is a key component of the DuPont knowledge intensity strategy for achieving sustainable growth.”

MMA isn’t quite at the popularity level of NASCAR yet, but it’s getting there.

Rich Franklin recently lost a fight, and subsequently a bet, against Forrest Griffin at UFC 126. The two men agreed that the loser would get a tattoo of the winner’s choice somewhere on his body.

We don’t exactly know where Franklin got his tattoo yet or what it is of, but this actually might open up a world of possibilities for Franklin in the way of marketing. Certainly if the tattoo idea came from Forrest, it’s something completely off the wall and ridiculous.

So Rich, why not pull a NASCAR and turn your body into a walking advertisement for companies? Perhaps a tramp stamp of the DuPont logo would be a good start.

Intel Corporation (NYSE: INTC)—Randy Couture

Intel is the world’s largest semiconductor chip maker. Their x86 series of microprocessors are the processors found in most personal computers.

Most people believe that “Intel” is short for intelligence but it is actually short for the company’s original name, Integrated Electronics Corporation, founded in 1968. Still, Intel is wise to not market against this misconception. What’s wrong with people associating your company with “intelligence” anyway?

Intel could actually market themselves as being short for intelligence by sponsoring MMA legend Randy Couture.

Couture is widely considered to be among the very smartest MMA fighters ever. His game plans are second to none and he has made a career of being the victorious underdog in many of the biggest fights of his career.

An “Intel Inside” t-shirt on Couture would be a humorous way of advertising Couture’s almost computer-like game planning perfection.

Johnson & Johnson (NYSE: JNJ)—Anthony “Rumble” Johnson

Johnson & Johnson is a pharmaceutical, medical devices, and packaged goods manufacturer founded in 1886 and was called the world’s most respected company by Barron’s Magazine in 2008.

With the name Johnson & Johnson, it seems only logical that they would sponsor a fighter whose last name matches their own, Anthony “Rumble” Johnson.

Johnson missed the entire year in 2010 because of a knee injury, but is set to make his return to the Octagon against Dan Hardy at UFC Fight Night 24.

Verizon Communications, Inc. (NYSE: VZ)—Brock Lesnar

Verizon is one of the world’s largest telecommunications companies established when it split from AT&T in 1984.

The company has long been marketing its “Can you hear me now? Good.,” tagline and it may be time for a new face to help them fend off their biggest competitor, AT&T.

Brock Lesnar famously screamed out “Can you see me now?,” after his first UFC victory over Heath Herring at UFC 87. The former WWE superstar is always looking for ways to make money and simply re-tagging the phrase to “Can you hear me now?” would be a great way to do it.

AT&T (NYSE: T)—Cain Velasquez

AT&T is the world’s largest mobile phone service, providing to over 95.5 million customers, just ahead of Verizon Wireless’ 93.2 million as of Jan. 2011. The two companies are currently entrenched in a business and advertising battle with both sides claiming to have better service.

If Verizon were to go with Brock Lesnar as their spokesperson as suggested in the last slide, AT&T would be wise to counter with their own powerful heavyweight—the current UFC Heavyweight Champion, Cain Velasquez.

Velasquez took the title from Lesnar in dominating fashion at UFC 121 and sports an undefeated professional record of 9-0.

Caterpillar Inc. (NYSE: CAT)—Anderson Silva

Caterpillar Inc., also known as “CAT,” designs and sells heavy machinery, engines, and financial products to their customers worldwide.

Caterpillar machinery is recognizable for its “Caterpillar Yellow” color and “CAT” logo, in the same way that many recognize UFC Middleweight Champion Anderson Silva for his regular black and yellow cage attire.

Anderson’s nickname, “The Spider,” is well known, but wouldn’t it be funny to see him start promoting himself as “The Caterpillar” instead?

The Boeing Company (NYSE: BA)—Shonie Carter

Boeing is among the largest global aircraft manufacturers in the world, bringing in a record $68.3 billion in 2009 according to Forbes magazine.

Though the airline industry has been down for nearly a decade, Boeing continues to expand in both the commercial airlines area as well as in military and space.

Shonie Carter is one of MMA’s most colorful personalities and is known as “Mr. International” by his fans and peers. Carter has fought in 11 different countries throughout his career and would make for a great spokesperson for Boeing and their commercial airliners.

Though Carter recently announced his retirement, it’s hard to imagine him actually hanging it up even after his fifth straight loss. But even if he does retire, Carter’s crazy personality could make for some hilarious TV commercials for Boeing or any company lucky enough to hire him.

American Express Company (NYSE: AXP)—Brian Stann

American Express is best known for its credit card business which accounts for about one out of every four credit card transactions in the United States—the highest of any card issuer.

“All American” Brian Stann would be the obvious choice for this multi-billion dollar company to sponsor. Not only does he wear fight shorts that resemble the American flag, Stann is a proud former member of the Marine Corps.

“He has been an ideal spokesperson and role model,” Lt. Col. Mike Zeliff told the Marine Corps Times of Stann in Feb. 2009.

Stann would be an inspirational story that American Express could use to further their brand while also continuing to establish themselves as a truly American company.

United Postal Service (NYSE: UPS)—Mike Brown

Commonly known as UPS, the United Postal Service is a package delivery company that delivers more than 15 million packages per day.

UPS is well known for its brown trucks and employee uniforms, a color known as Pullman Brown. The color is also mentioned in the company’s former advertising slogan, “What Can Brown Do For You?”

Though the company recently went away from that tagline in favor of their new one, “We [heart] Logistics,” the former tagline is certainly more well known.

Former WEC Featherweight Champion Mike Brown may be in need of some help from UPS as he is currently on a two-fight losing streak since coming back to the UFC in January. That said, Brown is still one of the premier fighters in the world at 145-pounds.

What could Brown do for Mike Brown? Give him money to wear their t-shirt.

McDonalds (NYSE: MCD)—Roy Nelson

Oh come on, don’t act like you didn’t see this one coming.

McDonalds is the world’s largest chain of hamburger fast food restaurants and serves more than 58 million customers daily.

Judging by the physique on Roy Nelson, he may be about half of those 58 million.

Certainly McDonalds would be hesitant to put their logo on a man who looks like Nelson when they’re trying to get away from the “McDonalds makes you fat” stigma but no one is actually buying that they care about their customers’ health, are they?

I say the quicker McDonalds accepts that they are what they are and begins sponsoring Roy Nelson, the better.

Most fighters like to use water to rehydrate, but can you imagine Roy Nelson chugging down a Shamrock Shake between rounds? Maybe he could even treat himself to a double quarter pounder with cheese during the post-fight interview.

Roy Nelson is most certainly, “Lovin’ it.”