UFC 130 Results: Are UFC 130's Big Sponsorships Much Ado About Nothing?

One didn't need a keen eye to notice the Dodge ads littered throughout the UFC 130 broadcast or on the top of the Octagon's walls. The same can be said for the Xbox 360 endorsements on the garments of Demetrius "Mighty Mouse" Johnson.

These sponsors, along with Bud Light, are among the most mainstream sponsors that the UFC or a UFC fighter has ever had.

Does the presence of these sponsors spell bigger things for the UFC, or is it just much ado about nothing?

The answer is somewhere in between the two extremes.

First, many theorized that the addition of Bud Light as a sponsor would herald a new era for the UFC and for UFC sponsorships. While the UFC has enjoyed a popularity boost since then, there hasn't exactly been a massive sponsorship push from other major companies like MMA fans had hoped.

Because of this, there is no reason to claim that just because Dodge and Xbox 360 (or Microsoft since they manufacture the console) were on board that dozens of other businesses will immediately follow.

Despite this, the sponsorships are still a positive thing since the sport will gain more credibility from having such mainstream sponsors, as well as more money and therefore more growth.

In addition, it is possible that other large brands will take note of the UFC and sponsor it now that several already have. They will see that Dodge, Bud Light and Microsoft did it, and may decide to jump on (although this process may take time to don't misconstrue this as saying that sponsorships will increase dramatically, the notion that I just refuted).

Is there a downside to the sponsorships?

The only "downside" is that all of these big sponsors have had one thing in common: Their primary market is consistent with that of the UFC males age 18 to 34. While it is common sense that sponsors would make sure their brand appears wherever their target audience is looking, the amount of large, credible sponsors the UFC receives is going to be hampered by its limited demographic.

For example, the NFL is watched almost universally within the United States and the varying commercials that run during NFL games, as well as the numerous brands sponsoring the half time show or what have you, is proof of that.

The primary concern of the UFC should be expanding its demographic within the United States. Ones that happens, the bigger sponsors will follow.