UFC 232 Payout Perspective

January 2, 2019

Welcome to another edition of UFC Payout Perspective.  This time around we take a look at UFC 232 which took place at The Forum in Inglewood, California.

Jones tops Gus, calls for DC

Inside the Octagon, Jon Jones showed why you may consider him one of the best of all-time.  He thoroughly dominated Alexander Gustafsson and ended the fight by imposing his will on Gus, taking his back and reigning punches down on him to force the stoppage.

However, its outside the Octagon controversy and drama which makes people wince when they hear Jon Jones and USADA.  Moreover, the outright falsehoods and mistruths spewed by the people in control of the promotion makes you want to take a shower to clean off the grime of their words.

Jones made it clear he wants Daniel Cormier and it seems like the most logical fight to make.  While Anthony Smith and Corey Anderson made their overtures to the Champ, it’s clear that Cormier would be the fight that would draw most interest.

Nunes stops Cyborg, becomes double Champ

Amanda Nunes has now stopped, Miesha Tate, Ronda Rousey and Cris Cyborg.  The latter two Nunes stopped in the first round in impressive fashion.  Perhaps the KO of Cyborg was more impressive considering she had not lost since 2005.  Nunes used her superior speed to stun her with some big shots.

Nunes is now the Women’s Featherweight and Bantamweight champions.  The question is how it will market Nunes.  A lot of online debate took place over why the UFC has not marketed Nunes in the past.  It’s clear that she is the best women’s UFC athlete of all time despite the mainstream notoriety of Ronda Rousey and the dominance of Cris Cyborg.  It seemed as though the demolition of Cyborg validated UFC’s greatness.  Cyborg was the once-feared women’s MMA fighter that was too big and skilled for most women.  But, Nunes’ speed, accuracy and punching power proved too much for Cyborg.

Attendance, gate and bonuses

Despite the short notice, the event was a sell out with 15,862 for a gate of over $2 million.  To be specific, the gate was $2,066,604.  The Fight of the Night went to Chad Mendes and Alexander Volkanovski.  The Performance Bonuses went to Ryan Hall and Amanda Nunes.

The event was moved earlier this week from the T-Mobile Arena in Las Vegas to The Forum in Inglewood, California for Jon Jones.

Notably, UFC 199 drew 15,587 for a live gate of $2,1687,675 in June 2016.  The fight featured last minute replacement Michael Bisping winning the middleweight title from Luke Rockhold.

Lance Pugmire indicated that his sources said that the attendance would be soft.  But that was not the case.  Let’s read these tweets as this occurred within 30 minutes.

Next tweet from Lance in which the UFC gets to him.

There was also this…

And then after the event…

Payouts

There were 10 fighters that grossed over six figures for UFC 232.  It was topped by the headliners splitting $1M a piece.  $500K for Gus and $500K for Jones for those that were unaware.

Of those clearing six figures, Andre Arlovski ($300,000), BJ Penn ($150K) and Carlos Condit ($115K) are well-paid fighters that aren’t living up to their pay scale at this time.  Chad Mendes, who just came back from a USADA ban, made $87K plus $50K for Fight of the Night.  But then stated he would retire.

Sponsorships

Perhaps the most noticeable for UFC 232 was a new “cryptocurrency sponsor” Litecoin.

Also, of note PokerStars continued its sponsorship and it appears it will be the official fight odds for the UFC.  Pari Match, an overseas book for the UFC, was also present in the Octagon.

There were a lot of sponsors in the Octagon for this end of the year event.  They included Monster and convenience store AM/PM sharing a post.  Another post included Pari Mutual, Toyo Tires, TriFecta Nutrition, Nemiroff Vodka, EA’s UFC3 video game, Modelo, Metro PCS, P3, Air Asia, Pari Match, Harley Davidson, Poker Stars, the movie “Happy Death Day 2U,” and Monster had the center.

It was announced that TriFecta Nutrition would be used in helping athletes with its nutrition.  P3 also appeared on the fighter shorts.

Nemiroff is spending a lot on its UFC sponsorship from the outset.

Cyborg signed an individual deal with Monster Energy.  Jon Jones also was sponsored by Monster Energy.

It was interesting to note that Amanda Nunes had to place tape over her headphones (likely Beats) because the UFC has Monster Headphones as its sponsor.

Ratings

The UFC Weigh-Ins drew 123,000 viewers on FS1.  The UFC Countdown Show on ESPN2 Friday drew 99,000 viewers.

The UFC Pre-fight show on FS1 drew 198,000 viewers according to Nielsen (via ShowBuzz)

The UFC Prelims scored just its second rating over 1 million when the UFC 232 Prelims drew 1.148 million viewers.

The UFC Post Fight Show on FS1 drew 227,000 viewers.

Odds and ends

$6 Million.  The amount that Dana White claims the UFC spent to switch the event from Las Vegas to Inglewood, California.  One has to wonder when they put a deposit on the building.  Or, does the UFC have a practice of securing other sites just in case.

As the UFC begins its partnership with ESPN, the Worldwide Leader aired the UFC 232 Countdown show on ESPN2.

With Carlos Condit taking on Michael Chiesa, I noticed that both fighters had cats on their right oblique.  Chiesa had some new ink with a Tiger and Condit has had his lion on his side for some time.

UFC announced a lot of original and new content for UFC Fight Pass in 2019.  This includes a gambling show which will be interesting to see how that goes.

Notably, Chuck Liddell was in attendance at UFC 232.  White had revealed Liddell’s pay in a Kevin Iole article earlier in the month, but I guess there is no hard feelings when you are comped tickets.

Anyone else notice that Conor McGregor’s Proper Twelve Whiskey was a sponsor and ran commercial during the PFL’s Championships on New Year’s Eve.

Cris Cyborg was a champion in defeat as you can see with the troll job of Ronda Rousey. She took the KO in stride and congratulated Nunes for her victory.

The UFC announced its events for the second quarter of 2019 and there’s a lot of them.  Most on ESPN+

There were over 2 million google searches on Saturday night for UFC 232 which was behind Alabama vs Oklahoma in North America.  Jon Jones vs. Gustafsson drew 200,000 searches the same night.  Cat Zingano had an additional 100,000 searches likely due to the toe poke she received.

Conclusion

It was a strong ending for the UFC on FS1 with over 1 million viewers and the google searches on Saturday looks as though there was above average interest in the event.  Whether it was due to Jon Jones’ issues or the title fights, UFC 232 probably made out well even though the last minute change of venue really hurt fans.  I would expect a buy rate of between 350-375K total buys including traditional and digital.

 

 

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