UFC evolves as media company

November 23, 2015

The Las Vegas Review-Journal reports on the UFC and its operations as a media organization.  The write-up reflects the evolution of the UFC’s production to promote itself.

The article indicates that the company has 85 full-time employees including 15 at offices overseas that are dedicated to in-house production operations.

The UFC saves 35 percent of the costs as opposed to hiring an outside production company.  Even if they were to hire someone, the UFC believed that no one understood its branding and advertising.

It also talks about the “Embedded” episodes which were geared toward the 18-25 demo.  Notably, it reports that the Embedded series drew 38 million viewers during fight week for UFC 193.

The Rousey-Holm video which gained wide acclaim is an example of the UFC thinking of promoting itself outside of the box.  With its digital consultant, the promo was produced and the company developed a strategy for its release.  Four versions of the video were made.  Ellen DeGeneres released the video featuring Rousey, while Golden Boy’s Oscar de la Hoya (focusing on Holm’s boxing bacground) released the Holm version.

UFC Fight Pass is also an example of the building out of the company’s media capabilities.  Recently, an original show on Fight Pass featuring Dana White debuted on the online platform.  It drew 1.1 million views.

Payout Perspective:

The article captures the organization’s dedication to original content and controlling its own message.  The UFC’s model for promotion is similar to that of the WWE in that it controls its product closely.  Thus, even though it has the ability to hire outside companies to produce content, it does it themselves.  It’s also interesting note that it is becoming more creative in how it disseminates its content.  Notably, the Rousey-Holm trailers were exclusively provided to Ellen (the Rousey-focused promo) and Oscar De La Hoya (Holm-focused promo).  As the UFC continues to evolve its media arm, we should see more targeted promotional campaigns for its product.

8 Responses to “UFC evolves as media company”

  1. Pathetic on November 23rd, 2015 12:06 PM

    and desperate. I guess they need their own propaganda machine.

  2. tops E on November 23rd, 2015 4:29 PM
  3. Random Dude on November 23rd, 2015 6:09 PM

    Sadly, guys on the site still believe a lot of that crap in the video.

  4. d on November 23rd, 2015 7:26 PM

    Amazing how many Monday morning qbs there are.

  5. Random Dude on November 24th, 2015 12:25 PM

    You don’t have to be a monday morning qb to understand that it was completely stupid to think Ronda Rousey could beat up Mayweather or half of the UFC bantamweight and flyweight divisions.

    You just had to be a complete idiot to believe that or some type of man who had a very domineering mother or other female role-models.

  6. d on November 24th, 2015 10:24 PM

    My point was that no one- including you were claiming Holm would win (let alone dominate) that fight.

    She could probably beat Mayweather in mma. I can’t imagine her beating any male UFC fighters though.

  7. Random Dude on November 25th, 2015 7:12 AM

    I’ve never made a fight prediction on this site about any fight or fighter. So you don’t know whether I thought she could win or not.

    Sorry that you are butt-hurt over Ronda Rousey losing. You’ll get over it.

  8. d on November 25th, 2015 3:36 PM

    I think it’s pretty obvious where you stood along with everyone else.

    Regardless, I’m not bummed at all about her losing. I think she needed to be taught a lesson. My point is that no one predicted this, yet afterwards, you can’t count the amount of experts who knew what was going down. You being one of them. Haha.

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