FOX Promotes “UFC on FOX: Velasquez vs Dos Santos” During MLB Game
September 5, 2011
Last week, UFC and Fox officially announced their first “UFC on FOX” network event on 11/12. This weekend – just over two months before the day of the event – FOX began it’s promotional campaign during the Red Sox vs Rangers “MLB Game of the Week” on Saturday afternoon.
The in-game promo occurred in the 5th inning of the Red Sox vs Rangers game, which was indicative of a few things. One, it showed that the message to promote the event was given from the top FOX executives (top-down) and it would heavily push the UFC events in the enthusiastic manner which they suggested ever since signing the TV deal with the UFC. The other key point here is that the lengthy promo not only promoted the 11/12 event, but it also included a PPV promo for UFC 135, mentioning both headliners John “Bones” Jones and Quinton Rampage” Jackson. Via MMAJunkie:
“We’re jumping on this thing and making a big a deal out of it as we can,” Fox Sports president Eric Shanks said today during a conference call announcing the event’s headliner, a heavyweight title fight between champ Cain Velasquez and challenger Junior Dos Santos. “Guaranteed, we’ll be promoting this across all of our sports and all of our entertainment properties leading up until the 12th.”
The second promo was a 10 second commercial spot during the game for the 11/12 event and mostly featured highlights of Cain Velasquez and Junior Dos Santos, ending with a shot displaying the title of the event, the date, and the UFC on FOX logo.
We were skeptical at first of how much FOX was really going to push the UFC , but after watching the first UFC on FOX promo during the press conference and this weekends efforts, it shouldn’t surprise anyone when FOX starts to run promos during NFL games in about a week. Typically, those Sunday NFL games get great media coverage and high viewership numbers which surpass the majority of MLB games. The UFC will be looking to capitalize on the exposure FOX will provide in the next couple of months.