RVCA and Bellator collaborate on clothing for Hawaii shows

December 13, 2018

In light of the promotion’s visit to Hawaii, RVCA and Bellator are collaborating on clothing celebrating this weekend’s shows per Bellator release.

The back-to-back events take place on Honolulu at the Neal S. Blaisdell Arena on Friday, December 14th and 15th.  The first show on Friday will be a “Salute to the Troops” and feature Brent Primus taking on Michael Chandler for the lightweight title.  Saturday’s show will spotlight Hawaii’s Ilima-Lei Macfarlane as she defends her women’s flyweight title against Valerie Letourneau.  It will also feature the debut of Lyoto Machida for Bellator as he takes on Rafael Carvalho.

The RVCA brand has sponsored BJ Penn and Vitor Belfort in MMA.  They have also been associated with jiu jitsu as the Mendes Brothers are sponsored by the company.

This weekend, Kona Oliveira and Dustin Barca will represent the brand.  The clothing will be sold at the events and on RVCA.com and Bellator.com.

Payout Perspective:

Although this release came out last week, it seems like a good reminder considering the amount of combat sports this weekend.  With the UFC out of mind due to the Reebok deal, it would be great to see more RVCA/Bellator collabs if the clothing company decides to dip their toe more into MMA.

Bellator 209 peaked at 574,000 viewers

November 21, 2018

Bellator 209 peaked at 574,000 viewers on The Paramount Network per Nielsen.  The tape-delayed event from Israel drew 448,000 viewers in DVR + 3 ratings.

The event featured Patricio Freire as he defeated Emmanuel Sanchez.

The Live + SD viewership of the event on Friday drew 381,000 viewers.

The DVR numbers did not add much to the event which is unfortunate but expected considering this was a tape-delayed event.

Tape-delayed Bellator 209 on Paramount draws 381,000 viewers

November 19, 2018

Bellator MMA Live 209 drew 381,000 viewers on the Paramount Network according to Nielsen via ShowBuzz Daily.  The telecast was also available via digital streaming service DAZN.

The event was tape-delayed from Israel and featured Patricio Freire as he defeated Emmanuel Sanchez for Friere’s Featherweight title.

The event drew 0.13 in the A18-49 demo.

Payout Perspective:

You can certainly stick the blame for the ratings on the one-day tape delay.  The ratings this year for Bellator have been disappointing.

Monster Energy renews sponsor deal with Bellator

November 16, 2018

Monster Energy will remain in the Bellator cage as the promotion announced a new three-year-deal per company release on Friday.  The financial terms of the deal were not disclosed.

Via Bellator press release:

The partnership with Monster Energy has been an important component of our business since day one,” said Bellator President Scott Coker. “They have played a factor in our success and we are thrilled to announce this new three-year extension. The hard work and passion that Hans Molenkamp and the rest of their team have for this sport is unmatched. We look forward to new and exciting opportunities for our brand, fighters and fans that this continued relationship brings to the table.”

Beginning in 2014, Bellator became the first MMA promotion to partner with Monster Energy, which paved the way in creating numerous future sponsorship opportunities throughout the combat sports landscape. Since that time, many of MMA’s most memorable events and elite athletes have been supported by the industry-leading energy drink brand.

“Bellator delivers compelling, high-action, adrenaline-pumping MMA events worldwide,” added Monster Energy Vice President of Sports Marketing Mitch Covington. “We are thrilled to continue our longtime partnership and look forward to evolving our relationship even further, allowing us to further integrate the Monster Energy and Bellator brands.”

Over the years, Monster Energy and Bellator have worked together to host unique and creative activations for fans. Previously, Monster Energy Bellator MMA fight series events have been held during Monster Energy NASCAR Cup Series and Monster Energy Supercross races. Drawing thousands in attendance to experience live MMA bouts and fighter autograph signings, these events are expected to continue and evolve under the new partnership.

In addition to Bellator, Monster is a sponsor in the UFC octagon and has forged individual deals with several UFC athletes.

(photo via Bellator press release)

Payout Perspective:

SoCal-based Monster is a big sponsor within extreme sports and MMA as it caters to the young, active demo.  With a new digital deal on DAZN for Bellator, Monster will get another source of visibility.  Not to mention it is heavily involved the UFC which solidifies itself as the energy drink brand in MMA.

Bellator 208 draws 521,000 viewers on Paramount

October 17, 2018

Bellator 208 on Paramount Saturday night drew 521,000 viewers according to Nielsen via ShowBuzz Daily.  The event featured Fedor defeating Chael Sonnen in the last semi-final of the Heavyweight Grand Prix.

It was the second of back-to-back nights for the promotion.  The event also aired on DAZN.

In addition to Fedor and Sonnen, Benson Henderson defeated Saad Awad.

Payout Perspective:

Although 521,000 viewers does not seem that impressive, it is the best viewership since Bellator 199 this past May.  One might infer that there were more viewers since DAZN was an optional way to view the event.  The viewership suggests that Fedor is still a draw for many MMA fans.

Bellator 207 draws 416,000 viewers on Paramount Friday night

October 15, 2018

Bellator 207 on the Paramount Network Friday night drew 416,000 viewers according to Nielsen via ShowBuzz Daily.  It was the first of back-to-back shows on the network.

The event featured the semi-finals of the Heavyweight Grand Prix as Ryan Bader made easy work of Matt Mitrione to make his way to the finals of the tournament.

Also on the card, Sergei Kharitonov looked impressive in his KO of Roy Nelson.

Payout Perspective:

The ratings have to be a little disappointing considering this was one of the semifinals for their Heavyweight Grand Prix.  Saturday night’s event will be an interesting look to see with PFL and Top Rank Boxing on ESPN going on at the same time.

Bellator 205 draws 346,000 viewers on Paramount Network

September 24, 2018

Bellator MMA Live on the Paramount Network Friday night drew 346,000 viewers according to Nielsen via ShowBuzz Daily.

The event featured A.J. McKee as he defeated John Macapa in the first round of their matchup via KO.  Bellator 205 took plaice at CenturyLink Arena in Boise, Idaho.

Payout Perspective:

The event did better than Bellator 204, but its average is still down over last year. 2018 is averaging 462,000 viewers while 2017 averaged 614,000 viewers.

Hawaii gets Bellator MMA event this December

September 18, 2018

Bellator MMA announced its first-ever event to be held in Hawaii this December.  The card will be highlighted by Ilima-Lei Macfarlane defending her flyweight title.  In honor of the occasion, the mayor of Honolulu proclaimed September 17th Ilima-Lei Macfarlane Day.

The Bellator flyweight will defend her title December 15th at the Neal S. Blaisdell Center in Honolulu, Hawaii against Valerie Letourneau.  Also on the card, Rafael Carvalho will face former UFC light heavyweight champion Lyoto Machida.

The event was announced earlier this week and will be a first for the promotion.  As we know, the UFC negotiated with Honolulu officials to have an event in Hawaii but that did not come to fruition.

Bellator will feature Macfarlane and she has made the rounds to promote the event as highlighted via MMA Junkie.

Payout Perspective:

While the expense to hold an event in Hawaii is more than the standard reservation route, the event has a chance to score big with Hawaiians that have been hoping that Max Holloway would return to defend the title.  But, that does not seem like an event happening anytime soon.  The event is a chance to highlight a Bellator women’s champion, a division that is rarely highlighted by the company.  If Macfarlane can defend the title, she can be a major figure for the company when it comes to women’s MMA.

Bellator 204 peaked with Gallagher fight with 699K viewers on Paramount

August 22, 2018

Bellator 204 peaked for the James Gallagher-Ricky Bandejas fight with 699,000 viewers  on Paramount according to Nielsen.  The event drew 413,000 in DVR + 3 ratings.

The event drew 319,000 viewers in Live + SD ratings on Friday night.  The event featured Darrion Caldwell as he defeated Noad Lahat.  Gallagher was a top prospect and patterned himself after Conor McGregor.  But, he ran into Ricky Bandejas who scored the upset over Gallagher.

Payout Perspective:

The peak occurred prior to featured main event which reflects the interest in Gallgher as he is a McGregor disciple.  The ratings reflect a decline in viewership from the previous weeks which may be a concern.

Bellator 204 draws 319,000 viewers

August 20, 2018

Bellator 204 on the Paramount Network drew 319,000 viewers according to Nielsen via ShowBuzz Daily.

Bellator 204 featured Darrion Caldwell as he defended his Featherweight title against Noad Lahat.  Caldwll won via TKO in the second round.  The telecast also featured the stunning upset of prospect James Gallagher as he was stopped by Ricky Bandejas in the first round.

Payout Perspective:

It was the second-lowest rating of the year for Bellator and brings down the average to 471,000 for 2018.  There has not been an event over 500,000 viewers since Bellator 199 in May.

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