Cain out of UFC 180 due to injury

October 21, 2014

The UFC announced that Cain Velasquez is out of UFC 180 with a right knee injury.  As a result, Mark Hunt is stepping in to replace him to face Fabricio Werdum for the interim Heavyweight title.

The knee injury suffered by Velasquez occurred during training on October 16th or 17th.  According to MMA Fighting, he will have surgery on his right knee on Thursday.  The article states that Dana White hopes that Velasquez will be able to return by March.

Velasquez and Werdum served as coaches on TUF Latin America which was to culminate in their fight on November 15th.

The UFC announced that customers can request a refund for the event due to Cain’s injury.

Payout Perspective:

Another marquee fighter beset by injury causing a substitution to a main event.  Velasquez’s injury is a blow for the event as he was a key for the Mexico City audience.  It’s clear that the substitution will affect the PPV buy rate.  The injury is a disappointment considering the sellout and the fact that the UFC had partnered with Fathom Events to have the event in movie theaters.  In his place, Mark Hunt gets the opportunity against Werdum.

Cung Le suspension lifted by UFC

October 21, 2014

The UFC announced Tuesday that it has rescinded the 12 month suspension of Cung Le.  The news comes as a surprise considering Le and the UFC were heading to arbitration over the suspension.

Via UFC.com:

At UFC Fight Night Macao on August 23rd, UFC contracted with an independent drug testing laboratory in Hong Kong to perform urinalysis testing on all fighters on the card.  Additionally, UFC requested the laboratory to test blood samples from 4 fighters for human growth hormone (HGH), erythropoietin (EPO) and testosterone.

One of the athletes who had his blood tested was Cung Le.  The laboratory results from Le’s blood test were sent to the UFC and showed that his blood had a total HGH level outside the reference range.  Based on such results, UFC officials determined that Le had violated his promotional agreement and the UFC Fighter Conduct Policy.  Consequently, UFC decided that Le should be suspended from unarmed combat competition for 12 months.

Following the announcement of Le’s suspension, UFC officials have been provided with medical advice regarding the elevated total HGH present in Le’s system.  In accordance with such medical advice, UFC has determined that Le’s elevated total HGH by itself does not prove that he took performance-enhancing drugs before the August 23rd bout.  As a result, UFC has informed Le that his suspension is rescinded.

Le had requested an appeal of his suspension, and was entitled to arbitrate the drug test results and suspension.  However, based on the lack of conclusive laboratory results, UFC officials deemed it appropriate to immediately rescind the suspension without the need for further proceedings.

The UFC organization has always been a leader when it comes to testing for performance-enhancing drugs in combat sports.  All UFC athletes know they are subject to drug testing by an applicable state athletic commission, an international governing federation, or by an independent laboratory contracted by the UFC when no regulatory body is overseeing the event.  In those cases where regulatory oversight is unavailable, UFC voluntarily chooses to adhere to the highest level of athlete health and safety protocols similar to if the event were being held in the state of Nevada.

Payout Perspective:

It’s clear that the UFC did not want to go to arbitration as it would have likely exposed the UFC’s drug testing policy (or lack thereof).  Le’s attorney Steve Pacitti and manager Gary Ibarra stuck with the situation despite the overwhelming public perception that Le was guilty.  Of course, the rescission does not mean that Le was not guilty of taking illegal substances, it’s just that the process for testing this was faulty.  As an advocate for Le, Pacitti and Ibarra spelled out Le’s case with the facts of the situation.  Namely, the lab that gathered the samples was not a WADA-approved lab.  Also, the taking of the sample from Le occurred at a time when his hGH levels were naturally high and a WADA required test was never conducted on the sample.  All of this information appears to have mounted in favor of Le and the UFC’s decision to rescind the suspension.  With the suspension lifted, we will see how ready the UFC will be to book Le for another fight.

The UFC must recognize that its current drug testing policy is shaky at best.  The fact that it was unclear what process for appeal Le had reflects the need for the company to sit down and spell out a comprehensive policy for its fighters.

Jim Ross opines on future of Fight Pass/WWEN

October 20, 2014

Former WWE color commentator Jim Ross had some interesting comments about the future of UFC Fight Pass as he seemed rather bullish on the future of the over the top model.  The comments come at a time when online services seem to be on the rise…or maybe on the decline depending on what you read.

In an interview with Bloody Elbow, Ross was quoted that the shift for companies such as the UFC and WWE to digital networks is a thing of the future.  Despite the rocky starts for each, he believes that it is a “genius-like maneuver.”

With last week’s announcements that HBO and CBS were offering online services and ESPN providing a streaming-only service for NBA content the week before, it’s apparent that over the top (OTT) network offerings are the growing trend.  But, is there enough of a market for them? Although the model seems to be geared toward cord cutters, it would seem that the addition of so many subscription services would negate any savings from cancelling a traditional cable package? Would it impact ad revenue?

Payout Perspective:

The WWE will make its quarterly earnings call on October 30th and we will see how much of a dent it has made in its goal of 1 million subscribers to its OTT WWE Network.  You may recall it made a meager increase in its goal last quarter.  The last report this summer indicated that it had added just 33,000 subscribers for approximately 700,000 total subscribers.  Even with the addition of an international market, it is unlikely that the 1 million goal could be met. This should be something that other OTT subscription services should take notice.

On the other hand, all reports suggest that the UFC Fight Pass is doing well (although no numbers have been revealed).  But, unlike the WWE, it keeps its PPVs separate from the network.  Fight Pass is geared for the hardcore fan and it would be hard to argue that it takes away from the UFC’s PPV buy rate.  While Fight Pass offers an extensive fight library and live fights from overseas, most of the marquee names and match-ups remain on PPV.

So, will digital networks like the WWE Network and UFC Fight Pass thrive in the future?  Perhaps for the young, cost-conscious consumer that is savvy enough to deal with the online world but do not want to be tied down with a traditional cable package.  But, it’s unlikely to take over.

Doritos plans 360 degree activation around UFC 180

October 19, 2014

Frito-Lay’s Doritos brand tortilla chip is seeking to make a significant mark in leading up to UFC 180: Velasquez vs. Werdum.  According to the Sports Business Journal, it is set to conduct a full-blown activation in Mexico.

Doritos is activating a 360 degree campaign in 300-plus stores across Mexico with more than 2.5 million bags printed and in market from October through November 2014.  The campaign will be supported across multiple platforms including mass media, digital, social media and business-to-business.

Payout Perspective:

The Doritos marketing strategy surrounding UFC 180 is similar to that of Tecate’s U.S. strategy (without the PPV rebates) in lead up to a Pacquiao fight.  Even though UFC 180 may not be considered a marquee event in the U.S., it is big in Mexico and Doritos believes that it is too.  With a “360 degree” marketing campaign promoting the event, one would hope to see a substantial number of viewers for this event thanks to this marketing.

UFC lists its audience profile in latest Sports Business Journal

October 17, 2014

The Sports Business Journal (subscription required) provided some figures related to the current UFC audience.  Notably, the UFC was featured in its “Sports Marketing and Properties Showcase.”

SBJ lists the UFC’ audience profile as 70% male, 45% between the ages of 18-34 and 6.5 years younger than the average age of other major sports fans.  Also worthy to note that 18% of the UFC fan base is Hispanic.

The information was provided in a special advertising section of the SBJ which was a 1 page list of UFC information likely provided by the company.

Payout Perspective:

The numbers positively reflect the organization’s position as a conduit to the youth demo.  One could probably have guessed that the UFC audience was predominantly male and skew younger.  The younger demo is likely due to the fact that a younger audience is more ready to embrace new things and would gravitate to the UFC faster than other demos.  In comparison, boxing demos skew older than MMA.  We should see the UFC hoping to expand that 18% Hispanic fan base especially with the new TV deal in Latin America and the hope for a big UFC 180.

More on Cung Le’s pending arbitration

October 16, 2014

MMA Fighting reports on the looming arbitration that will decide Cung Le’s suspension from a drug test which found elevated levels of hGH in his system.  The arbitration will be governed by the American Arbitration Association and procedures related to Olympic sport doping disputes.

According to MMA Fighting’s article, one arbitrator would be named although the parties could field three.  It appears that the arbitrators would be selected from the AAA Court of Arbitration for Sport panel. The panel is experienced in doping arbitrations which we may assume arise from Olympic drug testing disputes.

As was previously reported, it was confirmed by the UFC that Le would have a right to an appeal and it would be through AAA.  The description of the AAA arbitration process is similar in nature to that of a trial.  There would be a pre-hearing conference and then an “evidentiary hearing” (as described by the MMA Fighting article) which would determine the evidence submitted by both parties.  After this is decided, the arbitration will take place.  After the arbitration, the panel will make a decision within 30 days from the hearing.  Their decision will be binding.

It should be noted that one of the contention’s Le has made was that the laboratory that gathered the samples were following World Anti-Doping Agency (WADA) rules but was not a WADA-approved lab.  According to a law review piece by law professor Maureen Weston at Pepperdine University’s School of Law, under WADA rules, the doping report, conducted by a WADA-accredited lab, is presumed valid.  In citing the World Anti-Doping Code, the burden would be on the athlete to come forward with evidence that rebuts the presumption of doping, by showing the laboratory’s practice departed from international standards.  In Le’s case, the question is whether this presumption holds true for non-accredited lab if they followed the WADA protocol.

Payout Perspective:

This arbitration process may expose the UFC’s shortcomings when it comes to its drug testing policies especially in situations like these where it must act as its own regulator.  As we previously noted, the actual process for appealing the drug suspension was in question and we might infer, is not explicit in Le’s contract.  We state this because if an appeals process was clear, Le’s manager would have come out an indicated as much in their initial response to the UFC suspension.  Regardless, the process for the arbitration may reveal that the UFC was not prepared to drug test its fighters for this event.  Even if the reason was that the organization decided to conduct such testing on short notice, it should have had a system in place where it would have complied with WADA rules.  We will have to wait and see.

Squor offers fighters extra income using social media

October 16, 2014

MMA Junkie reports (via USA Today) on one of the newest revenue stream for MMA fighters which utilizes their following on social.  Squor pays athletes for using their platform when they are on social media.

Fighters have been paid up to $4,000 per month for just using the Squor link on their twitter feeds.  The company also offers bonuses.  UFC Strawweight competitor, Felice Herrig, confirmed that she was paid $8,900 per month for using Squor through “engagement bonuses.”  Conor McGregor was also a fighter mentioned in the article that does well each month from Squor per his use of it on social media.

Munoz’s Squor.

Edgar’s Squor.

You can follow UFC fighters on Squor here.

Payout Perspective:

It’s not clear how fighters earn their money from Squor or how Squor benefits but one might assume it’s based on the number of followers each individual has and how many of their followers click and follow the Squor link.  The monetary incentive for use of social media is reminiscent of the short-live twitter bonuses the UFC awarded.  The article does note that the “pay to post” revenue structure may one day run dry and Squor has offered a crowdfund option for fighters. For fighters, it’s another revenue stream for them that may benefit those in between fights.

Spike TV programming to support Bellator 131: Tito vs. Bonnar

October 15, 2014

Bellator announced shoulder programming on Spike TV to support November’s upcoming card featuring Tito Ortiz versus Stephan Bonnar.

The schedule is as follows via Bellator press release:

“Tito vs. Bonnar: Winner Take All

Premieres on Wednesday, November 12 at 11pm ET/PT

Before they battle it out in the cage, watch MMA light heavyweights, Tito Ortiz and Stephan Bonnar, sit down face-to-face and discuss their upcoming fight. Tension will be high as these two MMA greats discuss their keys to victory and their budding intense rivalry.

“Unrivaled: Tito Ortiz”

Premieres on Wednesday, November 12 at 11:30pm ET/PT

MMA icon Tito Ortiz clashes on November 15th with fellow legend Stephan Bonnar in the Bellator cage. “Unrivaled” investigates the scope and magnitude of this epic battle in this look back at the career roller-coaster ride of one of mixed martial arts most controversial pioneers, Tito Ortiz.  With the chip ever planted on his shoulder, Tito plans on showing the world just how brutal the Huntington Beach Bad Boy still is.  Love him or hate him, Tito Ortiz is truly unrivaled.

“Countdown to Ortiz vs. Bonnar”

Premieres on Friday, November 14 at 10:30pm ET/PT

Bellator’s stacked Nov 15th card will be previewed with an inside look at the heated rivalry between Tito Ortiz and Stephan Bonnar.  The show also breaks down the rematch between Lightweight World Champion Will Brooks and the man he beat, former champion Michael Chandler along with the highly anticipated clashes between King Mo and Tom DeBlass and Melvin Manhoef and Joe Schilling.

Payout Perspective:

The promotional shows leading up to events is nothing new as it helped Bellator 120 which centered around Rampage Jackson facing King Mo.  This set of programming hopes that viewers are still fans of Tito Ortiz as most of the features center around The Huntington Beach Bad Boy.  Bellator 131: Tito vs. Bonnar will air on SpikeTV and will need some help considering it goes up against UFC 180 that same night.

Bellator fights at Monster Energy event

October 15, 2014

Bellator announced that it will have four MMA fights at the 2014 Monster Energy Cup in Las Vegas this Saturday, October 18th.  The fights will take place at the entrance to Sam Boyd Stadium where the Supercross event will take place.

Via Bellator press release:

Bellator MMA and Monster Energy have taken the next step in their dynamic brand alliance as the 2014 Monster Energy Cup will play host to four MMA fights inside the Monster Energy Hexagon featuring a collection of Bellator fighters. The Monster Energy Cup will be hosted on Saturday, October 18th from Las Vegas’ Sam Boyd Stadium and feature top Supercross talent from around the world competing for a one million dollar prize.

“The Monster Energy Cup is a hallmark Monster event and having four Pro MMA bouts before the race is a game-changing addition — Bellator’s support will definitely elevate and amplify the overall event and fan experience this year.” said Monster Energy Director Of Action Sports Cody Dresser.

“This was a unique opportunity to align two hugely exciting brands in Bellator and Monster, and we are excited to be a part of it,” Bellator President Scott Coker said. “I know over 50,000 people will be in attendance for the Monster Energy Cup on October 18th and those fans are also going to be treated to some incredible action inside the cage before the racing begins. There is a huge crossover in terms of demographics so this made all the sense in the world to collaborate on this, and take the next step in our partnership with Monster Energy.”

Monster Energy Bellator

Payout Perspective:

This will be an interesting event for Bellator that should gain some crossover recognition from the crowd attending the Supercross event.  But, how many fans will this capture for the Bellator brand?  Although Coker is quoted as saying that 50K will be at the event, it’s not clear what impact it will have for the organization.  While the demos may be the same, having fights for the sake of fights might not work.

Bellator 128: 668,000 viewers

October 14, 2014

MMA Payout has learned from Nielsen sources that Bellator 128 this past Saturday drew 668,000 viewers with a peak of 946,000 viewers.

Bellator 128

In the main event, Joe Warren upset Eduardo Dantas to win the Bantamweight title.

Payout Perspective:

The season live average is now up to 685,500 with a live peak of slightly over 966,000 viewers.  Viewership was up for the first time in the past three events for season 11.   The peak also returned to the mid 900s.  Bellator competed with the MLB playoffs on TBS which led the night on cable Friday with close to 6 million viewers.  Notably WWE Smackdown did 2.67 million on SyFy Friday.

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