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SCRAPP! FIGHT MAGAZINE
November - 2014
25
On the other side of the coin,
when promotional efforts are
led by the company name it
keeps influence centralized,
allowing a promotion’s own-
ers to more effectively manage
their reputation without hav-
ing to rely on the good behav-
iour or respectability of its con-
tracted fighters. In a combat
sport like MMA, where some
personalities might be consid-
ered ‘volatile’, this approach to
branding and business growth
reflects the safer option.
This approach is also more sus-
tainable as it does not rely on
the success of a core group
of fighters who carry the risk
of defeat into every fight. As
arguably the face of Pride FC
throughout his tenure with the
organization, it was interest-
ing to observe how Wanderlei
Silva’s consecutive knockout
losses to Mirko Cro Cop and
Dan Henderson paralleled the
promotion’s struggle to find
new broadcast partners after
the Tokyo-based Fuji Televi-
sion Network terminated its
agreement with Pride Fighting
Championships. One might
suggest that ‘The Axe Mur-
derer’s’ new vulnerability high-
lighted the shortcomings of
Pride’s investment into specific
talent.
In the modern day, the UFC’s
brand name stands above that
of any of its fighters. The pro-
motion’s shadow casts so far
that those outside MMA are
known to mistake the sport’s
name for UFC. Since Zuffa
acquired the UFC in 2001 its
leading figures, most notably
Lorenzo Fertitta, have openly
cited this phenomenon as their
reasoning for using the UFC as
an entry point into the sport:
“…against the well-meaning
advice of family and trusted ad-
visors, including our father, my
brother Frank and I purchased
the UFC for $2 million in 2001.
It was a huge risk that at times
looked doomed. But we stuck
with it, confident that those
three letters – U.F.C. – would
become the brand to propel
mixed martial arts into the
same category as the other
elite sports.” (Source)
The debate ties into the much
wider discussion concerning
fighter representation. By pro-
moting its own name above
its talent, the MMA promo-
tion retains a greater leverage
over financial distribution. In
the modern era, broadcasters,
venue owners and PPV carriers
are not asking for the right to
showcase a Jon Jones, Ronda
Rousey, or Anderson Silva, they
are asking for the UFC. While
this outlook has drawn criti-
cism in certain contexts, namely
concerning fighter compensa-
tion, it is also that has allowed
the MMA and the UFC to ex-
pand as rapidly as they have,
especially into foreign markets.
By prioritizing brand promo-
tion ahead of fighter promo-
tion, the sport and its leading
organizations are not bound by
the need to wait for elite do-
mestic talent before entering
a new country. While this oc-
currence is ideal, it is not nec-
essarily essential. Instead, the
UFC can harness the universal
elements of fighting and one-
on-one combat that epitomize
MMA and transcend all cul-
tural boundaries. To quote UFC
President Dana White, “fight-
ing is in our DNA, we get it and
we like it”.
Let’s not forget the untimely
injury sustained by Alexander
Gustafsson just one week be-
fore the promotion’s debut in
Sweden for UFC on Fuel TV 9
back in 2013. The UFC adapt-
ed and the show progressed as
usual, enjoying enough success
to warrant a return this past
October that would meet the
demand for elite MMA.
With fan favourite Mark Hunt
inserted into UFC 180 to re-
place Velasquez, the UFC will
continue to function, even
while reeling from another set-
back for its heavyweight cham-
pion.
As much as the change might
hurt the card’s viewership, the
UFC can take solace in the fact
that their approach to market-
ing is reaffirmed in a tempera-
mental climate populated by
injury bugs and upset losses.
Promotion first, talent second.
The machine rolls on.