March 7, 2017
Welcome to another edition of Payout Perspective. In this edition, we take a look at UFC 209 at the T-Mobile Arena in Las Vegas.
Woodley wins rematch with Wonderboy
The last seconds of the last round were really the most exciting part of this tactical fight. There was not a lot of action for the first four rounds and Woodley’s flurry at the end of round 5 may have been the most
Teymur defeats Vannata in FOTN co-main
Replacing Khabib Nurmogomenov and Tony Ferguson was a daunting task and Teymur and Vannata put on a respectable fight. Obviously, most MMA fans would have liked Khabib-Ferguson.
The get-in price as of Friday, was $62 on the secondary market although there were a lot of tickets available on Ticketmaster. The lowest price on Ticketmaster as of Friday was $95. Vivid Seats noted that most tickets on the secondary market were from California.
The event drew 13,150 for a gate of $2,385,230 at the T-Mobile Arena. It was by far the lowest out of the 4 events at the new arena. However, the other 3 (200, 202, and 207) had big names attached to those events.
The bonuses went to Darren Elkins, Iuri Alcantara, David Teymur and Lando Vannata. Elkins earned a Performance of the Night bonus for his come-from-behind win against Mirsad Bektic. Alcantara won via kneebar against Luke Sanders. Teymur and Vannata earned Fight of the Night.
Woodley earned $500,000 as he earned $400,000 to show and another $100,000 to win.
Stephen Thompson earned $380,000 for his narrow loss to Woodley.
Khabib lost out on $500,000 to show. Tony Ferguson was awarded his show purse of $250,000 but lost out on his chance to his win bonus of $250,000.
The other salaries are as follows as disclosed by the NAC (via MMA Junkie)
David Teymur: $28,000 (includes $14,000 win bonus)
def. Lando Vannata: $25,000
Daniel Kelly: $54,000 (includes $27,000 win bonus)
def. Rashad Evans: $150,000
Cynthia Calvillo: $20,000 (includes $10,000 win bonus)
def. Amanda Cooper: $17,000
Alistair Overeem: $750,000 (no win bonus)
def. Mark Hunt: $750,000
Marcin Tybura: $72,000 (includes $36,000 win bonus)
def. Luis Henrique: $16,000
Darren Elkins: $92,000 (includes $46,000 win bonus)
def. Mirsad Bektic: $21,000
Iuri Alcantara: $68,000 (includes $24,000 win bonus)
def. Luke Sanders: $12,000
Mark Godbeer: $24,000 (includes $12,000 win bonus)
def. Daniel Spitz: $12,000
Tyson Pedro: $24,000 (includes $12,000 win bonus)
def. Paul Craig: $12,000
Albert Morales: $20,000 (includes $10,000 win bonus)
def. Andre Soukhamthath: $10,000
Promotion of the Fight
The Embedded series seemed to focus on getting to know Khabib Nurmogomenov. They showed him a lot during the series including going to see Mike Tyson. Unfortunately, it did not turn out well for Khabib. It also gave us a glimpse of the return of GSP. Once again, there was no sponsor for the series.
The UFC Countdown show airing Sunday night on FS1 drew 80,000 viewers. I wouldn’t look too much into this as many fans watch it online instead of just the show.
Woodley and Wonderboy did media rounds together to promote the fight. Woodley brought up the issue of race during the media rounds. Dana White dismissed this issue and while praising Woodley also called him a “drama queen.” Whether or not you believe Woodley, his courage to talk about a controversial subject when many UFC fighters tip-toe around being controversial for fear of being punished by the company.
The St. Louis Cardinals supported the Missouri-born fighter.
Woodley is a Monster Energy sponsored athlete as evidenced by the “M” on his fight kit and holding the Monster can in the Octagon post-fight.
7-11 used UFC 209 for sponsorship activation as it offered a free Slurpee or Big Gulp by simply texting a number.
In addition to 7-11, MetroPCS, Harley Davidson, Budweiser and Monster Energy were in the Octagon.
The UFC continues its relationship with Netflix as this PPV it featured the series Ironfist.
The Sidekick Experience is a second screen experience where fans can go on the UFC Fan Page to watch Facebook Live of people talking about the fights.
Odds and ends
Maybe the best sponsor of Saturday night was actually Kung Fu Teas which was on the mat during the Keith Thurman-Danny Garcia Fight. It received great network exposure for a product I did not know existed. Also of note, Monster Headphones, a UFC sponsor, was in the ring for Thurman-Garcia.
Toronto Blue Jays third baseman Josh Donaldson would have placed the strap around Wonderboy had he defeated Woodley.
Bob Bennett showing up at the post-fight press conference to denounce a judge’s score in the main event sets bad precedent. It undermines his judges and brings into question close decisions. Press and fans will be looking to Bennett each time there is a questionable score.
There were over 500,000 google searches on Friday night for UFC 209 another 500,000 Saturday night and 100,000 for UFC may bode well for the final PPV buy rate.
The UFC and Dana White filed a Motion to Dismiss Mark Hunt’s lawsuit during fight week. Despite Hunt stating he was not thinking about it, one has to think it had to be on his mind a little bit. He is still being paid at a high level, $750,000. The pay puts him in the top 1-2% of UFC contracted fighters right now. This is something that the UFC will bring up during the lawsuit as it proceeds.
Perhaps unrelated to UFC 209, but Geico amplified its relationship with the UFC by having Cody Garbrandt star in its latest commercial.
The return of GSP and the announcement that he will take on Michael Bisping did alleviate some sting from the Khabib news. As for the press conference, what was the deal with Bisping being late and seemingly drunk? Very unprofessional for the champ.
This event was not going to do huge numbers but looked good from a hardcore MMA perspective as Khabib-Ferguson was a much-anticipated fight that was cancelled twice before this latest cancellation. It probably hurt some, but overall this PPV was not going to do big numbers. But, without Khabib-Ferguson, one would think this PPV does between 300-325K viewers.
March 3, 2017
UFC 209 is set for Saturday night at the T-Mobile Arena in Las Vegas. There are affordable prices still available to attend in person.
As of Friday, the “get in” price is $62. The highest price to get in is $1,643 while the median price is $123.
In comparison, the minimum ticket price for December’s UFC 207 was $152 with the median ticket price at $525. 207 featured the return of Ronda Rousey.
The state breakdown of tickets sold on the secondary market per Vivid Seats is as follows:
Notably, there are tickets still available on Ticketmaster with the lowest-priced ticket at $95.00.
These numbers were taken before the news that Khabib Nurmagomedov was hospitalized on Friday morning and his fight with Tony Ferguson is in jeopardy. Obviously, the return of Ronda Rousey drove ticket prices for 207 while this weekend’s fights aren’t carrying as much buzz.