Carl’s Jr. signs Ronda Rousey

August 4, 2015

Ronda Rousey will be the new face of burger chain Carl’s Jr. in the coming weeks as the company alluded to a partnership with the UFC women’s bantamweight champ in a tweet late Saturday night.

Eater.com confirmed that Carl’s Jr., based out of Southern California with chains across the United States, will have the fighter star in new commercials for the restaurant.  It’s a shift in promotional strategy for the company as it is trading in its prior commercial spokeswomen, Paris Hilton and Kim Kardashian, for Rousey.  Eater.com calls the move to hire Rousey as “one of Carl, Jr.’s smartest moves” as she is “a strong and refreshing celebrity choice.”

Payout Perspective:

The company signing of Rousey reflects her expanding star power.  The move makes sense considering Rousey lives in Southern California and the company is based in the area.  From a marketing and advertising perspective, Carl’s Jr. shift from Hilton and Kardashian to Rousey probably improves its image as Hilton/Kardashian are polarizing figures whereas Rousey is a relatively fresh image in the mainstream market. It also is a subtle reflection of the change in the image of women in advertising as I’m sure Rousey will not be laying on a car or seductively eating a burger as the prior two did in Carl’s Jr. commercials.

7 Responses to “Carl’s Jr. signs Ronda Rousey”

  1. BrainSmasher on August 4th, 2015 10:24 AM

    More proof of how successful the new ufc sponsor model is! Instead of brands throwing a logo on a fighters shorts for cheap. Now they have to bring those fighters in as spokesmen and design complete campaigns around them and promote them in commercials. This was rarely done before and fighters got no promotion from their sponsors. Now we have Connor in game of war ads and many others in just the last few months. Plus they all still get their reebok money.

  2. Combo on August 4th, 2015 3:49 PM

    MMA growth continues…

  3. saldathief on August 4th, 2015 8:06 PM

    never heard of this joint, they dont even have one in NYC give me a fucking break, coming to a trailer park near you!!

  4. dave on August 4th, 2015 8:18 PM

    Looking at Carl’s tweet they have a gif with Ronda and the UFC belt so I guess she will be UFC Ronda in commercials.
    Is this the first time the UFC has let a fighter do that?

  5. JF on August 5th, 2015 4:59 AM

    @ Brain The new UFC sponsorship model is a disaster. This has NOTHING to do with the Reebok deal, it’s about Rousey’s appeal outside of hardcore MMA. GSP was the face of many products both in the US and Canada, so was Anderson Silva in Brazil.

  6. BrainSmasher on August 5th, 2015 8:58 AM

    JF, you are wrong. this model has been in place for a very short time. Where are all the lost sponsors the fighters claimed? I don’t see them. In fact we are seeing not just Rousey but many fighters signing deals that not only pay them but are also now putting their name out there in national commercials. That didn’t happen before. Connor has also signed a large deal. Even TJ has signed with Everlast. All this in addition to their existing sponsor money.

    The fighters lied about losing sponsorships because they were scared of something knew. They played people like you as sheep. Now the fighters don’t look like low class bums with a million ads on their ass. They have 1 global brands and now look like professionals and are making as much or more then they ever did. And its just going to get better.

    Show me the disaster? Not just fighters complaining but actual proof of this massive sponsor exodus? Every fighter I follow on facebook has tons of sponsors still. Its not hard to sign a fighters and use them in your own advertising campaign rather than the UFC tv time. Its not a hard concept. Its a winning concept for everyone involved which is why all major sports use it!

  7. saldathief on August 6th, 2015 7:37 AM

    the ufc model? bahahahahhahahahahha looks like rousey has been eating too many Carl’s shit burgers what a pig!!

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