UFC 229: Payout Perspective

October 9, 2018

Welcome to another edition of Payout Perspective.  This time it was one of the biggest events in company history with UFC 229 at the T-Mobile Arena in Las Vegas.

Khabib submits Conor, brawl ensues

You’ve likely read all about the post-fight brawl.  Despite MMA fan that like to downplay the incident, this was not how you showcase your product to the millions of fans that watched the fight.  Rather than be professional, both sides were not.  Conor’s antics prior to the night, and Khabib’s during it were both wrong.  It was a disgrace to the sport and overshadowed the dominant performance by Khabib.

At this point, the Nevada Athletic Commission will have to suspend and fine Khabib for some time to make it look like an authority.  With that being said, it’s clear that the UFC will take no action despite its ability to do something about it.  The UFC has maintained its alibi of hiding behind the regulation of a commission to do its bidding when it comes to these types of disciplinary issues.  It is clear that if they wanted, they could terminate Khabib’s contract.  Dana White stated that any fighter from Khabib’s corner would no longer fight in the UFC.  But what about Khabib?

Conor is to blame as well.  His antics have helped put him in the stratosphere of earners in combat sports and brought millions of dollars to Zuffa.  As a result, he’s been allowed to do anything without repercussions.

The whole scenario points to a suspension for Khabib and being stripped of his lightweight title.  We should have Conor face Tony Ferguson for the title and/or Diaz/Poirier winner facing Ferguson with the loser facing Conor.

Ferguson returns to stop Showtime

Tony Ferguson stopped Anthony Pettis in a blood-splattering fight that showed El Cucuy is back.  Both fighters had their moments and the movements in the fight were out of the ordinary and extraordinary.  Ferguson used a somersault to get out of the way of Pettis and Showtime used capoeira moves in attacking and defending.  Pettis was sliced by one of Ferguson’s strikes and was bleeding like a pro wrestler.  He did damage Ferguson as well.  In the end it was the relentless Ferguson that earned the victory as Pettis could not continue due to a broken hand.

Attendance, Gate and Bonuses

The event set a record for an MMA event in Nevada with 20,034 for a gate of $17.2 million.  It eclipsed UFC 200 held at the same venue.  The gate for UFC 229 fell short of the company record of $17.7 million for the UFC’s debut at MSG at UFC 205.

According to SeatGeek, a standing room only seat for UFC 229 went for over $400, with the get-in price at $1,234.  Again, it was second to only UFC 205’s get in price.

The bonuses went to Ferguson and Pettis for Fight of the Night, Derrick Lewis and Aspen Ladd for Performances of the Night.  Each drew the standard $50,000 bonus.

Payouts

The payouts were highlighted by Conor McGregor’s $3 million purse followed by Khabib’s $2 million.  But, the NAC has held up Khabib’s payout pending an investigation in the post-fight brawl.  While it has issued the check to McGregor, it’s held Khabib’s pay pending an investigation

The rest of the payouts can be found here.

Promotion of the Fight

Conor McGregor did not do a “world tour” for this fight which would have probably brought even more interest to the event.  He did promote when needed such as their first press conference.

The press conference which was held between Conor-Khabib prior to fight week was done without an audience but was shown in Times Square.  It was also on ESPN which had to use its censor liberally due to all of the profanity.  Conor’s late arrivals at the presser and ceremonial weigh-ins really put stress on the networks to deal with stretching out the time.  With more losses, networks will get tired of this habit.

ESPN did air the UFC Countdown show on its network in addition to it airing on FS1.

Dana White appeared on Jimmy Kimmel’s show to promote the fight.  Conor McGregor made an appearance on Conan O’Brien’s show and shared Proper 12 with his Irish counterpart.

In addition, there were multiple radio ads in addition to the television commercials.  Most of which highlighted the infamous Brooklyn bus attack.

Sponsorships

There were some new sponsors for this event including Conor McGregor’s Proper 12 Irish Whiskey and San Manuel Casino.  The latter sponsor is based out of Highland, California and was shown during the ceremonial weigh-ins.

One of the newest UFC sponsors, Portable Protein Pack aka P3, appeared on the front paneling of the UFC/Reebok shorts.  We may see more of this with existing official sponsors having secondary opportunities on fight gear.

In addition, Air Asia made a significant splash in its sponsorship activation which included stewardesses on stage with UFC Octagon girls during the ceremonial weigh-ins and with signage in the red corner of the Octagon to match the company’s branded color.

It was reported by Ariel Helwani that Conor McGregor signed a lucrative deal with Monster Energy which was said to be in the millions.

EA announced a new edition of its UFC3 video game featuring Conor McGregor.  EA conducted a fight simulation in which Conor McGregor KO’d Khabib in the 3rd round.

In the octagon, Toyo Tires, Harley Davidson, Bud Light, Nemiroff, Motel6, MetroPCS, P3, CircleK, Modelo, Air Asia, UFC3’s Notorious Edition, Autozone and the return of the Walking Dead and Monster Energy held the center. It was clear that there were more sponsors than ever before within the Octano on its corners and canvas.  Harley Davidson had the fighter prep point.

Ratings

The UFC Prelims on FS1 drew 1.3M viewers on Saturday.  The prefight telecast on FS1 drew 373,000 viewers.  The prefight show matched the one from UFC 223.  The 222-prefight show was the highest-rated this year with 431,000.

Odds and Ends

I wrote about the UFC brawl in depth and how the promotion of the fight allowed for this to happen.  The UFC faces a lot of fallout (good and bad) from the event.  Khabib and Conor are facing NAC sanctions for their actions and at least two fighters from Khabib’s team will likely be expelled from the UFC and from fighting in Nevada.  For a promotion that is looking to grow the sport and find blue-chip sponsors, one has to ask whether UFC 229’s brawl was good or ad for business.

Conor went after Khabib’s manager, Ali Abdelaziz, a controversial MMA manager that has been linked to terrorist groups if you believe McGregor and some journalists writing on the subject.  Despite these alleged ties, it seems that a majority of MMA fighters trust Abdelaziz with their career.  During the fight, Abdelaziz and members from both camps stayed in the back as the UFC tried to prevent what happened Saturday from happening.

The internet searches for this event were huge.  On Friday, UFC 229 drew over 2M google searches.  McGregor-Khabib drew over 2M searches as well.

Conor McGregor drew over 5M google searches on Saturday.  Derrick Lewis drew over 200,000 and Michelle Waterson drew over 100,000 searches.  “McGregor Fight” drew over 1 million google searches on Sunday.

Derrick Lewis’ post-fight interview was an all-time classic and was one of the reasons he drew as many google searches.  He took off his pants, said Donald Trump called him and told him to be Alexander Volkov.

Khabib appeared at the post-fight press conference and indicated he received congratulations from Vladimir Putin.

Matt Damon turned down the opportunity to be on Saturday Night Live to go to UFC 229.  There were many other celebrities drawn to this event as well and the aftermath had everyone on social media talking about it.

Internal numbers for Internet purchases of the event were up over 60% from Mayweather-McGregor according to Dave Meltzer.  This would be an indicator (although maybe not the strongest) the buy rate surged past the record of 1.6M PPV buys.  White indicated that it did not reach 3 million but was over 2 million.

The UFC received a ton of mainstream coverage due to post-fight brawl.  But, does this tarnish their image or encourage the promotion to try more of this?

Conclusion

Dana White touted that based on the viewership of Embedded episodes and YouTubes views compared with McGregor-Mayweather, the PPV would break the UFC record and it appears he will be right.  Despite the lack of expanded promotion of the event, its clear that the UFC hit all of the trigger points to garner the casual fans to buy the event.  The controversy is whether it was right to include footage of the bus attack or allow McGregor to continue personal attacks on Khabib’s religion, family and friends.  But, the PPV buy rate will likely go over 2 million (say 2.2 million) buys and show that marketing the bus attack footage helped more than it hurt.  There will be a rematch and you can believe that they will show the post-fight melee.

2017: The year in boxing

January 6, 2018

2017 was a great year for boxing which saw some great fights and the spectacle that was Mayweather-McGregor.

The year started off with the talk about Mayweather-McGregor as the UFC’s lightweight champion stirred the pot by going on a rant on Instagram where he wrote “F*** the UFC.”  Dana White warned that if Conor went on without the UFC it would be an “epic fall.”

January also saw Al Haymon get a court victory with a dismissal of Golden Boy’s Antitrust lawsuit.  In a ruling which did not include oral argument, the Judge determined that Golden Boy did not come fort with genuine issues of fact to support its claims.  Most importantly, and a word of caution for the Plaintiffs in the UFC Antitrust lawsuit, the Judge reiterated that the antitrust laws protect competition, not competitors.

Although Golden Boy suffered the loss in court, it inked a deal with ESPN with 42 fights airing on ESPN starting in March 2017.  As the prevailing party, they requested legal costs in the amount nearing $35,0000.  Golden Boy appealed the dismissal but it appears that the sides resolved the case as the appeal was dismissed by agreement of the parties.

The Deontay Wilder-Alexander Povetkin/World of Boxing lawsuit went to trial in February and it did not take long for a jury to decide that Povetkin took Meldonium after January 1, 2016.  However, the case continues with the parties litigating the other claims as well as the issue who receives the millions of dollars that has been placed in escrow.

Wilder was also sued by rival Dominic Breazeale for a hotel melee.  The case was thrown out as the episode happened in Alabama but Breazeale sued in California.

Showtime Boxing had the highest rating of 2017 with Adrian Broner taking on Adrian Granados drawing 779,000 viewers.  The fight also aired on Twitter as the service continued to expand its offering of streamingClaressa Shields became the first female boxer to headline an event on premium network television. In March.

The GGG-Daniel Jacobs PPV drew between 130-150K PPV buys.  GGG’s next PPV appearance against Canelo would draw much higher as the draw drew 1.2 million buys.  The fight also had a higher price tag than usual:  $79.99 HD.  A rematch for May 2018 seems imminent.

March saw the second highest-rating for network viewership as Keith Thurman faced Danny Garcia in the battle of unbeatens on CBS.  The fight drew 5.1 million viewers while the overall telecast drew 2.7 million viewers.

After going through a lot of money, the viability of the PBC obtaining a media rights deal was brought into question.  Its deal with Spike TV ended but the organization found a home on FS1.

In 2017, it seemed as those everyone applied for a boxing license:  Conor, Nate Diaz, Cyborg…

Anthony Joshua faced Vladimir Klitschko in one of the biggest fights of the year.  The event aired live on Showtime and tape delay on HBO.

May’s Canelo Alvarez-Julio Cesar Chavez, Jr. PPV drew 1.3 million buys and its replay on HBO drew 769,000 viewers.

In May, we took a look at where was Boxing’s next PPV star.  Aside from Canelo Alvarez, there are several contenders to be the next star on PPV including Anthony Joshua.

In June, The Money Fight was announced.

Also in June, Top Rank announced that it had a deal with ESPN to air fights with the first one being Manny Pacquiao fighting Jeff Horn in Australia on July 1st.  The debut earned big numbers as Pacquiao lost a controversial decision to Horn.

The Andre Ward-Sergey Kovalev II PPV in June drew between 130-135K PPV buys.

July saw a 4-city tour to promote the Mayweather-McGregor bouts.  It was an ambitious tour that fans clamored to be a part.  It was announced that the PPV price would be $99.95 HD.

The Money Fight drew huge numbers and was a big financial success.  We wrote about it here.  The event had streaming issues on both UFC Fight Pass and Showtime platforms.  As you might expect, there were lawsuits which are still matriculating through the court system.

Despite the big event, HBO ran an event featuring Miguel Cotto and it did well considering as it drew 730,000 viewers.

Capitalizing on the publicity of The Money Fight, announced an ESPN deal which will include airing its fight library on an OTT service that will launch in 2018.

Austin Trout sued the WBO which included claims under the Ali Act.  The case was moved to federal court in Puerto Rico where the WBO is seeking to dismiss the case and move it to arbitration.  The case will be an interesting look as to whether the court will allow a claim under the Ali Act will go to arbitration.

In September, Magomed Abdusalamov settled with the state of New York for $22 million for injuries sustained in a fight in 2013.  Abdusalamov was left with a brain injury and paralysis due to improper conduct and lack of training by the New York State Athletic Commission.

A huge ESPN fight between Vasiliy Lomachenko and Guillermo Rigondeux drew 1.73 million viewers.  The overall telecast drew 1.487 million viewers.

In December, Showtime announced Mayweather-McGregor drew 4.3 million domestic PPV buys.  This is off from the 6.7 million Dana White had stated.  After hearing of the announcement, White took issue with Showtime’s numbers.

One of the bigger stories to watch going into 2018 is the announcement by Dana White that he will be promoting boxing.  Zuffa Boxing, a t-shirt worn by White during The Money Fight press tour, was a hint that White was up to something.  White made it official late in the year.  He indicated that he was meeting with Floyd Mayweather.  Despite stating that he will never work with Showtime again, he said he would be willing work with other promoters with the exception of Bob Arum.

MPO Year in Review: No. 1 The Money Fight

January 1, 2018

MMA Payout’s business story of the year is likely everyone else’s big news of the year: The Money Fight which saw Conor McGregor make his debut in the ring against Floyd Mayweather.

What many thought would never happened at the beginning of 2017 actually came together rather quickly as the two squared off the last week of August at the T-Mobile Arena in Las Vegas.  Although the fight did not break the gate record for a boxing event in Nevada or the PPV buy record (both retained by Mayweather-Pacquiao), it drew blockbuster numbers.

The event was not a sellout but drew 13,904 for a gate of $55 million.  The PPV drew 4.3 million domestic buys and set records overseas for PPV.

McGregor received $30 million for his part in the fight while Mayweather drew $100 million.  With all of the PPV upside and other payouts tied to the event McGregor ended up with something near $100 million.

The event included an ambitious 4 city tour which went from Los Angeles, to Toronto, to Brooklyn, to London in successive days.  The events ranged from heated to comical to off-putting.

Still, the buzz for the event drew mainstream interest and was on the top of ESPN shows during fight week.  There was a small controversy concerning glove size but in the end the Commission allowed a last-minute change.  Then, there was the last-minute change to add Zuffa as co-promoter.  Frankly, the Commission would have let this go with any and all additional conditions as it was willing to allow McGregor, an MMA fighter, with no pro boxing record to step into the ring against one of the best fighters in boxing and a 49-0 record.

The event was truly a spectacle and basically a fantasy matchmaker’s dream.  The fight itself was easy to predict with Mayweather winning via stoppage in round 10.  The match was not that competitive as you could sense that Mayweather was never in peril.

But, from a business standpoint, one might surmise that it was the biggest revenue driving event for the UFC this year.  With a down year for PPV, the company capitalized on this fight with its top star.  McGregor sold himself to get the fight and his confrontational style help promote it to the casual viewer.

The event also made every fighter on the UFC roster dreaming to box.  Also, Dana White unveiled the idea that Zuffa would promote boxing in the near future.  As for McGregor, we will see if/when he returns to the Octagon.  Despite floating the idea of another boxing match, it’s hard to think he would do one for anything less than he was paid for Mayweather.  One would think that his deal with the UFC would include a return to the Octagon to fight in exchange for the boxing match with Floyd.  Yet, with all the money, McGregor might wait until he is given the money he wants before setting foot back into the Octagon.

McGregor tops social media athletes for 2017

December 18, 2017

The Sports Business Journal reports that Conor McGregor is the “most valuable athlete” on social media for 2017.  Despite no UFC fights this year, his boxing match against Floyd Mayweather was a smash on PPV and the overall August event raked in $600 million per Showtime.

According to media analytics firm, MVPIndex, McGregor topped all other athletes who live or compete primarily in the U.S. in the company’s proprietary algorithm measuring reach, engagement and conversation.

Behind the UFC champion on the list were LeBron James at 2 and Stephen Curry.

The Dallas-based company estimated the monetary value of McGregor’s social media footprint for the year at $616 million based on the amount of impressions and engagement his content generated.

The company noted that it did not include pro wrestling or esports in the survey and if they did John Cena would have ranked 2nd behind McGregor.

Payout Perspective:

Many MMA fans already knew McGregor’s power on social media.  In April 2016, his retirement tweet shattered twitter records with over 157,000 retweets.  It scored hire than Kobe Bryant’s retirement tweet.  For his part, McGregor has strategically used his social media to send cryptic info about his whereabouts and/or his next fights or just to poke fun at rivals.  The use of social media has helped him remain relevant despite inactivity.

Showtime announces Mayweather-McGregor draws 4.3 million domestic PPV buys

December 15, 2017

On Thursday, Showtime announced that the official domestic PPV buys for August’s Mayweather-McGregor fight drew 4.3 million PPV buys which fell short of the record set by Mayweather against Manny Pacquiao in May 2015.

Showtime also announced that it drew over $600 million in total revenue.

The Mayweather-McGregor fight was second biggest gate ever with $55,414,865.79 in ticket sales, according to the Nevada State Athletic Commission. Mayweather-Pacquiao was the biggest with a gate of over $72 million.

Dana White indicated to Jason Gay of the Wall Street Journal that the event drew 6.7 million PPV buys globally with it breaking records in Australia, UK, Spain and Canada. The simple math based on White’s comments would be that global PPV drew 2.4 million PPV buys.

Payout Perspective:

The announcement confirms what many within the industry already knew – the August novelty fight reined in tons of money. It was only a question as to whether it would break the all-time U.S. record set by Mayweather and Pacquiao. Regardless of breaking a record, the PPV buys were enormous considering McGregor had never had a professional boxing match. Regardless of what you thought of the matchup, the fight elevated McGregor’s draw and could make it hard for the UFC to meet his monetary demands in the future.

Showtime requests class actions suits over Mayweather-McGregor move to New York

October 4, 2017

Law360 reports that Showtime Networks is asking that lawsuits stemming from poor streaming feeds for the Mayweather-McGregor fight be heard in New York.

Currently, there are 8 lawsuits across the nation in which plaintiffs claim that they paid to watch the Mayweather-McGregor fight but could not or received poor video streams.  The first was filed in federal court in Oregon.  Since then, there have been lawsuits in California and New York.

Showtime claimed that the venue for the lawsuits should be in federal court in New York despite the fact that the UFC, a Nevada company, is named in the lawsuits.  The network notes that one of the defendants, the UFC’s digital partner NeuLion, is based out of Long Island, New York.  Also, Showtime and co-defendant Showtime Digital, Inc. are based out of New York.

The argument to consolidate in New York is that it would prevent inconsistent rulings and cut down on the number of plaintiffs’ counsel taking part.  In the alternative, the case should be transferred to Nevada where the fight took place, where the UFC is based and where the fight took place.

Payout Perspective:

The request by Showtime is normal in multidistrict litigation as the parties are trying to consolidate on costs and prevent inconsistent rulings.  It also helps plan litigation strategy and determine which cases have merit and which do not.  Without knowing the merits of each of the cases, it would be surprising if Showtime, the UFC and the other defendants do not file a motion to dismiss based on prior rulings which include the recent Mayweather-Pacquiao lawsuits which were dismissed by a court in August.

Mayweather-McGregor draws $55.8M gate

September 6, 2017

ESPN.com’s Dan Rafael reports that the gate for the Mayweather-McGregor fight drew $55.8 million.  The fight which took place at the T-Mobile Arena in Las Vegas on August 26th.

The event came in second in total gate in Nevada to the $72 million gate of Mayweather-Pacquiao in May 2015.

Per ESPN:

There were 137 complimentary tickets given away, according to the Nevada commission. The gate was generated from the sale 13,094 tickets, far short of a sellout at an arena that could have held as many as 20,500 for the fight.

Payout Perspective:

There was a lot of high projections for the gate but the sluggish ticket sales were largely due to the astronomical prices.  Its interesting that this event did well with PPV buys but fell short in the projected gate.  $55.8 million still is much more than any other event in Nevada aside from May-Pac.

Mayweather-McGregor replay on Showtime draws 549,000

September 6, 2017

The replay of The Money Fight on Showtime this past Saturday drew 549,000 viewers per Nielsen via ShowBuzz Daily.  In addition, an epilogue of All Access which followed immediately after drew 291,000 viewers.

The Conor McGregor-Floyd Mayweather fight drew 549,000 Showtime subscribers and 0.15 in the A18-49 demo for the 42 minutes it aired on the network starting at 9:23pm ET.  It was a stand-alone presentation as it was not coupled with any live fights.

Previous PPV replays of note:

Mayweather-Pacquiao:  1.18M on HBO (coupled with Canelo-Kirkland)

Canelo-Chavez, Jr.:  769,000 on HBO

Canelo-Smith:  459,000 on HBO

Canelo-Khan:  767,000 on HBO

Canelo-Cotto:  901,000 on HBO

Mayweather-Berto:  587,000 on Showtime

Payout Perspective:

Maybe everyone saw the fight the previous Saturday or the opening weekend of college football detracted from the viewership.  The Labor Day Weekend likely took away some of the network subscribers from the ratings.  In comparison, the Mayweather-Pacquiao replay drew almost double the viewership although it was coupled with the live event of Canelo-Kirkland.  You might recall that event drew the best boxing ratings on HBO since 2006.

Payout Perspective: The Money Fight

September 4, 2017

Welcome to a special edition of Payout Perspective.  Almost a week later, but we are still talking about The Money Fight that took place August 26th at the T-Mobile Arena.

Mayweather stops McGregor in 10

Floyd Mayweather waited it out.  As most believed, he tested out Conor McGregor for the first couple around before going on the offensive.  Out of the ordinary for the counterpuncher, but Mayweather pressed McGregor and it was clear that the UFC champ was tiring.  Despite not being brought to the canvas, the fight was stopped.  A good call despite McGregor’s post-interview protesting.

Mayweather gets his 50th win against McGregor who takes his first loss of his career.  Of course, it was just McGregor’s first fight.

We should see McGregor back in the Octagon but it’s clear that Mayweather may want to dabble in boxing again.  He wasn’t the worst in there but boxing in MMA is different than boxing.

Attendance and Gate

The fight was not a sellout which was not a surprise leading into the fight.  The astronomical price to see the event without much of an undercard likely was the primary reason for a non-sell out.  Due to the prior disappointment of Mayweather-Pacquiao, the event likely scared the big spenders away.

Payouts

The official payouts from the event had Mayweather earning $100 million not including PPV upside and McGregor getting $30 million.

Attendance and gate

The only thing that may have been a disappointment was the attendance for the event at the T-Mobile Arena. The event drew 14,623 although the gate was yet to be officially announced.  It was thought that due to the high prices the event would have drawn over the $72 million record for May-Pac.  With capacity at 20,000, the event fell way short of capacity but the big financial boon was the $99.95 price tag for the PPVs.

Promotion of the Fight

The 4-city world tour this past July introduced us to The Money Fight.  Maybe the Toronto tour stop was the best and the New York/Brooklyn stop was the worst.  Whatever you thought of it, it was the beginning of a monthlong run-up to the fight.

There were tons of promotion around the event including Showtime All Access and UFC’s Embedded Episodes.  At times, it appeared that each show favored its own boxer.  As always, this shoulder programming always interests me.

Saturday Night Live did a skit during its prime time Weekend Update the week before the fight.  The skit featured someone pretending to be Conor McGregor.  It was a bad impression.

Television Ratings

The Prelims to Mayweather-McGregor on Fox peaked at 3.1 million viewers and averaged 2,568,000 viewers.   It drew an outstanding 1,156,000 viewers in the A18-49 demo.

Other associated ratings:

  • Mayweather-McGregor Prefight Show 1,463,000
  • Mayweather-McGregor Postfight Show 368,000
  • Mayweather-McGregor Weigh-In 287,000
  • PBC on FS1 drew 269,000 viewers on Friday night.

PPV estimates

Dana White proclaimed that the event drew 6.5 million buys.  Showtime stated that the fight sold between 4 and 5 million buys.  Other reports stated that the initial estimates did not break the 4.6 million record of Mayweather-Pacquiao.  ESPN noted that an estimated 50 million people saw the event.

The PPV estimates will not come in until this week but Showtime’s Stephen Espinoza claims it was a “massive financial success.”  This seems like an understatement based on the numbers.

Espinoza noted in a New York Times article that 10 to 12 percent of the total buys were through a digital service.  We note the tech difficulties those users had below.

Technical Difficulties

Due to the high demand, people reported issues with their streaming of the event.  The Showtime App, UFC.tv and Fight Pass were the main culprits with issues although other ways to purchase the PPV had problems.

Showtime issued a “limited number” of refunds.  Espinoza seemed to minimize the affect the technical difficulties had claiming that they were “definitely exaggerated.”  However, the first lawsuit filed over not being able to watch the event was filed in Oregon over futile attempts to watch the vent on the Showtime App.

The fight was delayed 20 minutes to accommodate for the technical difficulties but those paying $99.95 shut out of the telecast.

The UFC did not immediately state they would issue refunds, but upon meeting with its vendor, noted that it would issue refunds for those that had issues on the UFC.tv/Fight Pass app.

The Las Vegas Review-Journal noted that the PPV issues “appeared to come from a surge of late purchase and connectivity issues.”

Related?  The UFC announced less than a week later that FITE.TV would become the UFC’s new online streaming partner.  No official word, if NeuLion is out altogether with the UFC.

Sponsors

Corona was the main sponsor for The Money Fight.  Notably, this was not rolled out until a week or so prior to the fight.  One would have thought that the sponsorship for the event would have been announced much sooner.  In addition, Body Armor was very visible during the event as “towels and stools in the fighters’ corners had the Body Armor logo on it.  Also, fighters took their hydration from Body Armor bottles.  Also, Wish Shopping made a big splash with signage on the mats and on the weigh-in scale.

McGregor wore irish flag-inspired Beats By Dre headphones for the weigh-ins.  The company also released an ad starring McGregor on August 23rd.  McGregor signed a sponsor deal with Online betting site, Betsafe.

Odds and Ends

There were tons of newsy items coming out of this event and we couldn’t get them all in.  I wrote a preview on many of the issues including the commission agreeing to the glove change and Zuffa signing on as a co-promoter here.

While the PPV estimates may break records, Showtime had to deal with pirates using Periscope.  While Showtime obtained an injunction to stop some sites, it could not stop private users.  A tech security company claimed that almost 3 million viewers watched pirated streams.

Conor McGregor’s flip up sunglasses during the promotion of this fight were reminiscent of Dwayne Wayne’s.

Conor McGregor announced the roll-out of his first foray into the whisky business:

Floyd Mayweather introduced TMT-themed apparel for this event including one with the Irish Flag colors on a TMT shirt. He also had an assortment of mouthguards.  Iceberg Guards is selling a replica guard of the one he wore during The Money Fight for $295.00.

Gervonta Davis drew 100,000 google searches on Fight Night mainly due to his headgear coming out during the walkout.  Davis won, but drew the ire of some fans since he didn’t make weight.

While the Mayweather/McGregor announcement overshadowed the rematch between Andre Ward and Sergey Kovalev this past June, Top Rank attempted to take advantage of the assembled media in Vegas by announcing a deal with ESPN that would include providing the company with the Top Rank fight library for an upcoming Disney-OTT platform.

ESPN showed old Mayweather fights where analysts talked about how he was such a pro and a likeable guy.  How times have changed.  The UFC also aired his fight with Maidana on UFC online to help promote the fight.

Although there was much publicity for this fight, the Miguel Cotto fight in Carson, California on the same night drew 730,000 viewers on HBO which is very good considering it was overshadowed by The Money Fight.

Mayweather and McGregor did the standard media appearances including on Jimmy Kimmel.

There were over 10 million google searches for the “Mayweather vs. McGregor Fight,” and 10 million google searches for “Mayweather.”

Conclusion

Usually we predict a buy rate, but with the news that it’s likely between 4 and 5 million PPV buys, we don’t have to conclude that this fight was a success.  The only question will be whether the buys passed the 4.6 million PPV record.  Whether or not it did, this fight was impressive in how it was marketed and promoted.  The UFC helped its brand with its involvement in the event and Mayweather made money as he always seems to do.  Will we see more crossover fights in the future?  Only if it is big names and promises to bring in big numbers.

The Ratings Buffet week ending September 1st

September 1, 2017

The Ratings Buffet for the week ending September 1st featured a lot of events this past weekend centered squarely around The Money Fight.

Friday

Showtime: All Access Mayweather-McGregor 10:00pm-10:23pm 105,000 viewers, 0.04 A18-49

FS1 Mayweather/McGregor Weigh-In Show 6:00-7:00pm ET 368,000 viewers

FS1:  All Access Mayweather/McGregor 8:30-9:00pm ET 214,000 viewers

FS1:  All Access Mayweather/McGregor 7:00-7:30pm ET 215,000 viewers

FS1  PBC on FS1 269,000 viewers, 93,000 viewers A18-49

Spike TV:  Bellator 182  481,000 viewers

Saturday

FS1:  Prefight show 1,463,000 viewers

Fox:  Mayweather/McGregor Prelims  7:00-9:00pm ET 2,438,000, 1,156,000 A18-49

FS1:  Postfight show 12:56am-2:00am 368,000 viewers

HBO:  Miguel Cotto/Yoshihiro Kamegai:  730,000 viewers

HBO:  Rey Vargas/Ronny Rios:  687,000 viewers

HBO:  Canelo-GGG 24/7 351,000 viewers

*Notably, the ESPN Sportscenter after The Money Fight drew 1.29M viewers which was the highest rating for Saturday night on cable.

Monday

USA:  Monday Night Raw  9:00pm ET 3.364M viewers

USA:  Monday Night Raw  8:00pm ET 3.384M viewers

USA:  Monday Night Raw  10:00pm ET 3.163M viewers

Tuesday

USA WWE Smackdown 8:00pm-10:00pm ET 2.455M viewers, 0.76A18-49

Wednesday

FS1 TUF 26 Episode 1 10:00-11:00pm ET 308,000 viewers

El Rey:  Lucha Underground 8pm ET 92,000 viewers, 9pm ET 49,000

Thursday

PopTV: Impact Wrestling, 8:00pm-10:00pm 268,000 viewers, 0.05 in A18-49

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