The Mark of Cain: Tapping Into New Territory
October 27, 2009
In discussing Cain Velasquez’s quest for a title shot, Dave Meltzer notes that UFC hopes to use Velasquez’s success in the octagon in order to reach the thus far largely untapped Mexican audience:
Velasquez’s backers, most notably trainer Javier Mendez, for years had pushed Velasquez’s marketing potential if he made it to the top because he’s a genuine Mexican heavyweight with championship potential. That ethnic group has been so important in the success of boxing.
The UFC has been attempting to tap into the Mexican audience, both in the U.S. and in Mexico itself. The first attempt, with lightweight Roger Huerta, never quite hit. Velasquez is quiet, which can often work against a fighter in being a star, but ultimately, if he continues to dominate opponents, that in the long run will overcome any shyness.
Payout Perspective:
At UFC 104 Cain Velasquez proved that he’s a real contender, with conditioning that no other heavyweight has and few will be able to deal with.
All things being equal, I’d still have at least a few apprehensions about whether the UFC will succeed in marketing Cain Velasquez: (i) I believe MMA pundits overrate Velasquez (the true mark of Cain, which Velasquez might finally have shed against Ben Rothwell, was his rep as a killer in the gym who couldn’t perform to his potential when it came time for the show) and (ii) Velasquez gives Shane Carwin a run for his money in the (lack of) charisma department.
The Mexican audience, however, is, as lawyers like to say, sui generis: that is, it is unique. There is a warrior spirit ethos that seems to take precedence over things that would typically make one a “marketable” fighter.
If forced to predict whether Cain Velasquez will one day be UFC heavyweight champion, I’d still have to say probably not. But he’s a legitimate contender, and will remain so. As time goes on, Mexicans both within and outside the US will pick up on this, which will allow UFC’s ever-expanding audience to expand even more.
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