When it comes to social media, McGregor still tops MMA

December 10, 2019

When Conor McGregor returns next month, commercial brands will be relieved that the former UFC two-division champ will be back in the Octagon.  That is because the business of Conor McGregor is a valuable commodity.

We previously reported on the social media pull of McGregor.  He is the most-followed athlete in the sport of MMA and yields the most leverage when it comes to business relationships.  Last week’s Sports Business Journal reported on the McGregor’s social media allure and estimated brand value through MVPIndex, he has the top five biggest partnerships in the sport.

According to the report, McGregor’s biggest deals in order are Reebok, Proper Twelve, Everlast, Versace and Monster Energy.

Notably, Versace is the only non-endemic brand that isn’t related to the sport of MMA.  Arguably, Proper Twelve is McGregor’s liquor company he created based upon his success in the Octagon.

 

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Gearing up for the next challenge! @Reebok

A post shared by Conor McGregor Official (@thenotoriousmma) on

The report notes that 34 posts regarding Reebok by McGregor elicited 13,948,403 engagements with 1,032,479,480 impressions.  Engagements are the number of interactions people have with content such as likes, comments, shares or retweets.  Impressions are the number of time the content is displayed.  Based on the amount of engagements and impressions he could have added brand value of $16,822,409.

 

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Great to bump into Proper Twelve’s number 1 Irish supporter Andy O’Neill today! We have so many amazing fans and supporters of our liquid gold from all over the world, but right here on the Emerald Isle of Ireland, it is hard to top Cut man Andy’s love for it! Thank you @cutmanireland! Those in the know, know, and those who don’t? Give my friend here a follow and find out! Great boxing content and unique Proper Twelve content always! A genuine love for @properwhiskey! Thank you for the support Andy, we are extremely grateful at Proper HQ! I hope you enjoy the fresh batch! @properwhiskey #oneforall

A post shared by Conor McGregor Official (@thenotoriousmma) on

Similarly, 79 posts about Proper Twelve could add brand value of $1,7939,242.

Payout Perspective:

Of course, the estimated brand value adding based on posts is subjective.  However, as we discussed with social media followers, McGregor is thought of as an “influencer,” an individual that most people follow because they like him.   McGregor’s post about either Reebok or Monster Energy are thought to contribute to the brand in helping its name get out there to his followers with the hope (just like an ad in a paper) that the person will buy the product.

After barrage on Twitter, Conor offers to ‘move forward’

April 3, 2019

Conor McGregor and Khabib Nurmogomedov escalated their war on social media yesterday which required the UFC to step in which may have spurred an “moving forward” mea culpa by the former double champion.

The social media sparring began with McGregor posting a batch of pictures depicting a beaten Pauli Malignaggi after he had sparred the former lightweight champ as he prepared for his fight for Floyd Mayweather.  This was likely due to the Malignaggi getting into an altercation with McGregor stablemate Artem Lobov.  The showdown preceded Malignaggi and Lobov facing one another in a bare-knuckle boxing bout.

After his salvo against his former sparring partner, McGregor took aim at Khabib.  In two social media posts, he posted pictures of Khabib and his wife and made a derogatory comment regarding his wife.  The tweet was deleted by McGregor. However, the damage had been done.  Ali Abdelaziz, Khabib’s manager sent out a tweet attacking McGregor.

Khabib then tweeted an alleged photo of McGregor with a woman that was not the mother of his children.  The man’s face is blocked but the man in the photo is grabbing the woman.  Khabib claimed Conor to be a “rapist” and a “hypocrite.”  This may be in referenced to the allegations which have finally made public that McGregor is accused of sexual misconduct in Dublin stemming from a December 2018 incident.

Dana White issued a statement via Kevin Iole at Yahoo! Sports:

I am aware of the recent social media exchange between Khabib Nurmagomedov and Conor McGregor. The ongoing situation has escalated to a level that is unacceptable. As such, we are taking the necessary steps to reach out to both athlete camps and this situation is being addressed by all parties internally.” — UFC president Dana White

On Wednesday afternoon, McGregor sent out a tweet which seems to claw back the low-class attacks on Khabib:

Payout Perspective:

One has to think that public relations from the UFC and Conor McGregor worked together on the last tweet.  It’s clear that White was concerned about the social media escalation going on between the two fight camps based on the melee that occurred this past October.  The lack of professionalism by McGregor and the inappropriate response by Khabib is a part of the fight game but it doesn’t have to be.  While the social media fighting has become a way to trash talk opponents, there is a fine line of decorum and it seems like McGregor crossed it and Khabib followed along.  It’s clear that while White issued a warning, he has to tame the fued and it alive for a future fight.

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 to air Broner fight on Twitter

February 17, 2017

Showtime Boxing will air its main event Saturday night on twitter featuring Adrien Broner and Adrian Granados.  It’s the first-ever of its kind for the sport of boxing.

The event coincides with Showtime’s free preview weekend.  The card will also be on Showtime this Saturday night at 6pm PT.

This past fall, the NFL aired Thursday night football games on twitter as a method to expand its audience, fan engagement and future means for revenue.  Since then, college football, college basketball, tennis and golf have all streamed on the social media platform.

Payout Perspective:

The twitter stream could be the wave of the future for sports viewership.  Also, twitter is finding ways to bolster its business.  Despite its heavy use, it has not capitalized on turning it into an investment return.  We will see how this will do for twitter viewing.  Broner is a name that is attempting to comeback after several bad outings.

UFC 199: Payout Perspective

June 5, 2016

Welcome to another edition of Payout Perspective.  This time we take a look at UFC 199 taking place at The Forum in Inglewood, California.  The show featured two title defenses.

Bisping shocks the world

Michael Bisping waited a long time for his shot at the middleweight title and he did not disappoint.  Perhaps exposing a suspect chin, Bisping KO’d the champion Luke Rockhold in the first round.  Rockhold appeared to be overconfident in the lead up to this fight and admitted as much post-fight.  Bisping is a polarizing figure but you have to respect his journey to the title.  We could see a rematch of the two or maybe Jacare Souza, who congratulated The Count on the way out of the Octagon would be a good choice.

UFC 199

Dominator overwhelms Faber

It was a very entertaining promotion for the fight, but in the end, Dominick Cruz showed that he was much better than Urijah Faber.  The oft-injured bantamweight champion secured a unanimous decision.  Joe Rogan seemed to focus on whether or not Faber would retire after this fight.

Would people be willing to pay $60 for a “superfight” with Demetrious Johnson?

Bonuses

Bonuses went out to Bisping and Dan Henderson (coincidentally opponents at UFC 100) for their performances.  Polo Reyes and Dong Hyun Kim earned Fight of the Night.  All received $50,000.

Attendance and Gate

The UFC announced post-fight that The Forum was a sellout with 15,587 for a live gate of $2,168,675.

Sponsorships

The sponsors in the Octagon included Harley Davidson, Toyo Tires, Bud Light, MetroPCS, and the TNT upcoming drama, Animal Kingdom.  Food 4 Less, a Compton, California-based “no frills” grocery was a sponsor in the Octagon as it shared a post with Monster.  As with most UFC events, Monster Energy had the center of the Octagon.

Dominick Cruz sported a Monster patch on his Reebok black kit.  He also did an old school thank you to them post-match including holding a Monster can.

UFC Embedded appears to be the place to have your non-official UFC sponsors to be visible.  Luke Rockhold wore Adidas and Monster Milk during the vlogs.

Odds and Ends

Three big pieces of news not related to 199.  First, Brock Lesnar is back.  Despite how he left the company, he returns and the move should draw eyebrows as the WWE is allowing Lesnar to fight a month before the company’s second-biggest show of the year – Summerslam.

Second, Fedor Emelienenko will be on Fight Pass on an EFN card on June 17th.   Thus, the UFC will finally get Brock Lesnar-Fedor…just not together.

Finally, the rematch no one except Conor McGregor wants as Nate Diaz will face McGregor at UFC 202 in Vegas August 20th.  Interesting that the UFC is traveling less domestically.

There were 4 fights on UFC Fight Pass Prelims.  3 of the 4 fights were very good.

UFC Fight Pass introduced a promotion where fans can send in 1 minute videos to tell Dana White why they are the biggest UFC fan.  The winner will get to come to International Fight Week, meet Dana White and attend UFC Fight Night: Alvarez-RDA.

UFC allowed flags in lieu of sponsor banners in the Octagon.

Octagon ladies sport the Monster patch on their uniforms, do they get paid for doing so?

Watching Embedded, apparently the champions (Cruz and Rockhold) were given rental properties to stay in during fight week while the others stayed in a hotel.

The weigh-ins were different since newly instituted weigh-in rules with the California State Athletic Commission allowed fighters to weigh-in between a 10am-2pm window the day before the fight.  Thus, the televised weigh-ins we usually see did not include the official weigh-ins.

Did the finish of Hendo/Lombard look similar to Hendo/Bisping at UFC 100 with Hendo unloading on an already unconscious opponent?

Ariel Helwani and three others were escorted from the building during UFC 199.  Helwani tweeted that he had been banned by the UFC for life.  It was Helwani that broke the Brock Lesnar news on MMA Fighting.

The show concluded with a tribute to Muhammad Ali who passed away on Friday.

Conclusion

This was a very good show but it will likely be overshadowed by the news that Brock Lesnar is returning next month.  Google trends had 500,000 searches for UFC 199 on Saturday.  Notably, Brock Lesnar drew 100,000 searches on Saturday.  How many PPV buys will this card receive?  Without a proven PPV draw at the top of the card, yet a solid lineup for the PPV, the buy rate should be 350,000 to 400,000 PPV buys.

UFC 193: Payout Perspective

November 16, 2015

Welcome to another edition of Payout Perspective.  In this edition, we take a look at the happenings taken place down under in Melbourne, Australia as Holly Holm upset Ronda Rousey to win the women’s bantamweight title.

Holm, game plan takes out Rousey

No one would have thought this would have been the ending.  But, a headkick knocked out Ronda Rousey and the aura of invincibility was over.  Holly Holm, who hovered around an 8-1 to 12-1 underdog depending on where you looked, outclassed Ronda Rousey at UFC 193.  Holm’s game plan trumped Rousey’s athletic ability.  Moreover, Rousey’s boxing was exposed and it was clear that she was exhausted at the end of Round 1.

For Holm, it was the culmination of a long-term plan that had her and her trainers preparing for Rousey even before she was in the UFC.  Her management fought tooth and nail with UFC management in negotiating her signing with the company.  Turns out it was worth it.

As for Rousey, her loss seemed to satiate the thirst of every Rousey hater.  Everyone was quick to tweet with glee her loss and KO.  As is with most MMA fighters that gain more popularity than the others, MMA “fans” began to despise Rousey.  The good news for them is that she lost and MMA fans will turn their attention to Conor McGregor in December silently hoping for him to lose as many have those tweets ready for their timeline.

UFC Melbourne

Joanna Champion still Champ

It was not a dominant performance, but Joanna Jedrzejcyzk retained her 115 pound title with a unanimous decision over Valerie Letourneau.  Letourneau came down 20 pounds to fight at 115 pounds and you have to think that it might have played a factor.  Overall, it was an entertaining fight with Joanna retaining her title.

Attendance and Gate

It was a record setting night for the UFC as the announced attendance was 56,214 with a gate of $6.8 million (U.S.).  It did better than UFC 129 which drew 55,724 in Toronto.  However, the gate did not exceed the 55,724.

As Darren Rovell tweeted, there were many comps for the event although the UFC no longer reports on the number.

Bonuses

This was a little curious as Holly Holm, Ronda Rousey and Kyle Noke earned the $50,000 bonuses.  Holm won for both Fight of the Night and Performance of the Night. Noke earned a Performance of the Night Bonus. Rousey drew a Fight of the Night bonus although you might argue that she didn’t deserve it for her part in the fight.  Certainly, there were other fighters (e.g., Ben Nguyen) that could have received a Performance of the Night Bonus instead of Rousey receiving one for FOTN.

Promotion of the Fight

Ronda Rousey went on Good Morning America in late August to announce her fight with Holly Holm.  Originally scheduled for January 2nd, the event was moved up in part to replace the main event of UFC 193 as well as attempt to set a new UFC attendance (and gate) record at Ethiad Stadium.

Perhaps the best video promotion for a UFC event was produced for UFC 193.  It debuted on Ellen’s web site which featured a younger Ronda Rousey learning martial arts with the underlying message that women could do anything.

A lengthier feature was shown after the UFC 193 PPV.

You might recall Dana White announced in a phone interview Rousey-Holm was moved from January 2nd to November 14th on a Friday night on ESPN. The date was moved up due to the usual injury issues.

The event was a reward for the province as a law which prohibited cagefighting was lifted.  With opposition still abound in the area, the attendance at the event (albeit with some comped seats) was still strong. USA Today reported on the “stir” in Australia with opposition to the sport of MMA.  Rousey spoke with local media about the controversy.

UFC Embedded, the video series, aired on Fox the Saturday before the fight.  Usually, it’s online but with a Rousey fight, it seemed to demand more visibility.  Also, Ruby Rose was the narrator for the series.

Rousey was also on the front page of the NY Times Sunday Styles Section in October.  This was one of several media obligations which catered to women.  It will be interesting to see if Holly Holm can continue this trend and appeal.

Sponsorships

In the octagon, we had a couple international UFC sponsors as well as the usual mainstays.  Unibet, Xbox’s Tomb Raider, DraftKings, Wargaming.net, Bud Light, the upcoming film, “Creed,” Bud Light, Reebok and Monster Energy Drink had the center. Unibet had the fighter prep point.   Holly Holm was sponsored by Unibet and announced a new deal with GRRRL Clothing.

Odds and Ends

Since it always comes back to gambling.  The betting line on Holm in Vegas and the aftermath:

 

Donald Trump weighed in on Ronda Rousey tweeting that he was glad that she lost because she is not a nice person.  I didn’t know they knew each other. 

EA Sports announced that Rousey would be on the cover of its latest UFC game coming out this spring.  Was it a video game cover curse?

Should we read into the fact that Ronda’s mother was not at the fight a sign of discontent with her?  It is a long plane ride to Australia for sure, but her mother has already been there for her fights.

Rousey’s hang up during a UFC 193 Conference Call was an act of unprofessionalism despite the question asking about Travis Browne.  Even worse, the excuse that her “phone died” just insults everyone’s intelligence.  You mean, the UFC and/or Rousey’s management could not have given her a phone to finish the call?

At the end of Episode 3 of the Embedded series, Rousey uses an analogy about being bankrupt.  All the while, it shows her hitting mitts with Edmund.  His bankruptcy filing occurred this summer and comes to a head this month.  This issue had not been a problem in the past, but with the news surfacing now, it all makes it more of a deal. 

Letourneau was informed by USADA that Hector Lombard could not corner her for her fight as Lombard’s participation would have violated the new anti-doping policy.  Lombard, who admitted to using PEDs earlier this year would fall under the “prohibited association” rule of the UFC anti-doping policy. 

Lenny Fresquez, the agent/manager for Holly Holm, won six figures betting on her client.  There’s something that seems unsettling with a manager that is already making off of her client for representation to bet money on her client.  Sure, it’s legal and acceptable, but is there a conflict of interest?  

Notably, Fresquez said that Holm has 2 more fights under her existing contract.

FS1 could not carry the post-fight show until late due to the Pac-12 game between Utah and Arizona going to double OT.  Most of the post-fight was on FS2.

The PPV went over the 3 hour mark which is a rarity.

It was interesting that not much was made of the fact that one of the biggest cards in UFC history and it was headline by two women’s title fights.

In anticipation of a Rousey “vine” like finish, the UFC sent out a reminder to media outlets that you would be in violation of Zuffa’s copyright of the PPV.  It appeared as though the Huffington Post Sports twitter feed was allowed to post the finish (as it did).  Still, others posted the finish online.  In protection of its copyright (and in order for people to buy the PPV), the UFC wanted to deter people from posting their videos.   

Certainly a Rousey-Holm rematch seems ripe for July’s UFC 200.

Conclusion

It was interesting that despite Ronda Rousey google searches hitting 500,000 on Friday, there was a slight downturn (note: in the link the google trends embedded link is constantly changing over time which I think is pretty cool) in searches right around the time after the weigh-ins.  But, the searches jumped back up on Saturday afternoon.  What does this mean about PPV buys?  Who really knows?  But, if we are to look into the past history of Rousey fights, one might think this still does well.  I would predict 750,000 PPV buys. 

UFC 184: Payout Perspective

March 4, 2015

Welcome to another edition of Payout Perspective.  This time we take a look at UFC 184 from the Staples Center in Los Angeles, California. In the main event, Ronda Rousey fought Cat Zingano.

Gone in 14 seconds

Zero strikes but a scramble that had Cat Zingano’s arm caught by Ronda Rousey and a straight armbar ended the night very early for the challenger.

It’s too bad considering the Zingano backstory.  Even though she was a huge underdog, you would have like to see more of a fight.

For Rousey, she has received mainstream approval and sports people asking if she’s good for the sport.  Obviously, the fact that people are talking about Rousey is good for the UFC.  The question of who should see fight next is a good question.  With Rousey taking time off to do a movie, it will be interesting to see who will be set up as her next opponent.  Beth Corriea? Jessica Eye?  One fighter not mentioned was Cris Cyborg who fought on the Invicta card the night before.

ufc 184 poster

Holm defeats Rocky

It was not the strongest of debuts for “The Preacher’s Daughter” but she sustained a very good Raquel Pennington for the decision.  Holm was one of the most talked about women’s fighters not in the UFC prior to her debut.  Now, she seems destined to challenge for Rousey’s belt.  Based on Saturday, she’s not ready yet.

Attendance and Gate

According to the post-fight press conference UFC 184 at the Staples Center drew a reported 17,654 fans for a gate of $2.675 million.  Of the UFC events held at the Staples Center, only UFC 60 which featured Matt Hughes taking on Royce Gracie did better (14,802 for $2.9 million).  The Staples Center capacity ranges from 18,000-21,000 depending on the event.

Payouts

Cat Zingano ($100K) actually had a higher base salary than Ronda Rousey ($65K) although it was reported by Larry Pugmire of the LA Times that Rousey would probably clear $1 million with her cut of PPV revenues.  Also, Rousey was sponsored by Reebok, Monster and Monster Headphones.  All are UFC sponsors (presumably Monster Energy Drink has signed with the UFC).

Rousey did make $65K and $65K plus a Performance of the Night bonus to earn a total of $180,000.

In addition, Jake Ellenberger made $68K and $68K plus a Performance of the Night bonus to earn a total of $186,000.

Tony Ferguson and Tim Means earned the other $50K Performances of the Night.  There was no Fight of the Night.

The rest of the payouts are here.

Promotion of the Fight

The episodes of UFC Embedded were once again entertaining although I would argue that this time around the portion of the UFC Countdown show focusing on Cat Zingano had to be the best

The pre-weigh-in staredowns included the main eventers wearing evening gowns.

Rousey made the usual media rounds including an appearance on Jim Rome.  Something that people picked up on was a dispute between Rousey and Arianny Celeste.

Sponsors

Probably the biggest sponsor for Saturday was the “M” in the middle of the Octagon which replaced the usual Bud Light sponsor.  It appears that Monster Energy Drink has signed on as a sponsor for the UFC.  The former Bellator sponsor was shown prominently in the center of the Octagon as well as ring posts.

In addition, DraftKings announced a new sponsorship deal this week and was also on the Octagon mat.

Rounding out the sponsors on the Octagon mat included, Bud Light, MetroPCS, MusclePharm, Toyo Tires, Harley Davidson, Air Force Reserve and the movie Run All Night.  Harley Davidson had the prep point.

Holly Holm had no sponsors except UFC on her ring gear.  Raquel Pennington had a pretty nice “Colorado Rocky” shirt.

Ronda Rousey had Monster, Reebok and the UFC on her ring gear.  She also donned Monster headphones upon heading to the Octagon.  Rousey also had her jeans sponsor Buffalo on her fighter poster.  Maybe Nissan of Omaha was the best sponsor for Cat Zingano as it was clearly seen as she was being submitted.  Other notable Zingano sponsors included Sepec and Kalapaki Joe’s.

Odds and Ends

The UFC indicated that the social media campaign around Ronda Rousey did well:

Big search numbers for Ronda Rousey:

Darren Rovell took an ad hoc poll on the popularity of the UFC. The fact that Rovell is gaging his followers on its popularity shows that Rousey sparked his interest in the UFC.

Other ends…

Sponsor Mike’s Seafood on Derrick Lewis’ backside was either a good idea or a bad one.

The top three cities on Google Trends that searched for “Ronda Rousey” were Quezon City, Philippines, Los Angeles and New York in that order.

UFC 184 was in theaters once again. There were anecdotal reports of packed sports bars watching the fight.

Mark Munoz did not look good on Saturday. He failed to make weight on his first try at the weigh-ins although he subsequently made it. I would have hoped that he would make it to the Philippines card and then retire. It might be best for him to retire now.

InvictaFC had a card the night before in LA with Cyborg in the main event. Yet no real mention of her after the Rousey fight.

Essentially, the PPV ended at 9:00pm PT due to the quick main event and prelim matches were shown to fill-in time.

Conclusion

Ronda Rousey is one of the big draws of the UFC and based on searches and media coverage she is someone that casual viewers would tune into watch. The fact that ESPN talking head shows and other sports media were talking about her 14 second win on Monday reflects her popularity. But does that mean it equates to people paying $60 to watch her fight? We shall see. The last time Rousey headlined (without another co-main) was UFC 170 which drew 350,000 PPV buys. My guestimate would be somewhere around that mark and perhaps a little more 350,000-375,000 PPV buys.

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.

Pettis wins Wheaties box cover

September 2, 2014

Anthony Pettis has won the Wheaties cereal box cover according to his Instagram account.  Pettis won a vote as part of the cereal maker’s contest.

This was a great promotion although it received a critique from sports business guy Darren Rovell who indicated he had not heard of the 5 athletes competing for the cover:

For those wondering, Pettis was up against motocross star Ryan Dungey, track and field para-athlete Blake Leeper, lacrosse player Rob Pannell and women’s soccer player Christen Press.

Payout Perspective:

It’s likely that Pettis took advantage of his social media account and his UFC fame to propel himself to the win.  The Wheaties box is another accolade in the champ’s (remember, he’s the lightweight title holder) sponsor portfolio.  Now, if he just stayed healthy enough to stay in the Octagon.

UFC 171: Payout Perspective

March 17, 2014

Welcome to another edition of Payout Perspective.  This time well be taking a look at UFC 171 at the American Airlines Arena in Dallas, Texas.

Hendricks wins vacant title

A scare with not making weight did not matter for Johny Hendricks as he defeated Robbie Lawler in the Fight of the Night.  For Hendricks, it was redemption from a controversial loss to GSP last time out.  Lawler was impressive in defeat but just didn’t have enough to win the title.

Hendricks was the top welterweight of the night as he will now look to a smorgasbord of challengers to the title which may include a couple fighters (Lombard, Woodley) on the card and one (Nick Diaz) that was in attendance.

UFC_171_event_poster

Woodley upsets Condit

Tyron Woodley may have moved to the top of the contender’s list for the welterweight division with his victory over Carlos Condit.  While the knee injury to Condit caused the stoppage, it should not take away from the fact that Woodley was impressive and can argue he is next in line for a title shot at Hendricks.

Attendance and Gate

As we reported on Sunday, the UFC announced its attendance at 19,324 for a live gate of $2.6 million.  The numbers reflect the largest U.S. crowd to see a UFC event.  The numbers bested the UFC’s last event in Dallas which did 17,428 for a $2.4 million gate at UFC 103.

There were no information yet on comps and the Texas Department of Licensing will confirm the numbers later this week.

Bonuses

The bonuses were awarded to Hendricks-Lawler, Ovince St. Preux and Dennis Bermudez.

Fight of the Night – Hendricks-Lawler

Performance of the Night – OSP (Von Flue!) and Bermudez.

Each fighter earned an extra $50K.  In addition, Harley Davidson ran a promotion in which one of the bonus winners could win a Harley Davidson based upon a fan vote on the UFC’s Facebook page.  Hendricks won the fan vote and a new motorcycle.

Sponsors

The usual suspects were in the Octagon including the official UFC sponsors of MetroPCS, Harley Davidson, Toyo Tires, Harley Davidson, Alienware, Corn Nuts as well as Bud Light taking the center of the Octagon.  Fram Auto Filters was the latest addition to Octagon signage.  In addition, Robbie Lawler’s sponsor, the Air Force Reserve also had signage in the Octagon.

The most notable sponsor for Hendricks was Reebok. Hendricks wore a shirt with the hashtag Reebokzquick.  Hendricks co-starred in a commercial featuring the Reebok fitness line in a recent commercial It was the second time that the clothing brand has sponsored him in the Octagon.  With Hendricks as champ, we can expect that Reebok will extend its sponsorship deal.  Hendricks was also sponsored by two official UFC sponsors: Corn Nuts and Alienware.

reebok-johny-hendricks-ufc-171-shirt

Diego Sanchez had a product tie-in where he wore a Training Mask during his workouts on the UFC Countdown show.

Myles Jury was sponsored by a Panini America and Dee Zee truck accessories on the front of his shorts.  According to its web site, Jury will be making an appearance for his Panini sponsor.

mylesjury_headshot

Tyron Woodley signed on with Affliction Clothing prior to UFC 171 (via FighterxFashion).  He also snagged a deal with Monster Headphones.

You don’t f*ck with #TheChosenOne Tyron Woodley (<href=”https://twitter.com/TWooodley”>@TWooodley)! Let’s get that title shot, eh? #UFC171 #MonsterOctagon pic.twitter.com/c1VZnFJSLV

— Monster Products (@MonsterProducts) March 17, 2014

The UFC had a “Vote for the T” Contest where fans had a chance to design a t-shirt for the UFC to market and sell for $30.

Post-UFC171 Headlines

Who’s next for Johny Hendricks?  A lot of debate swirling that Woodley, Hector Lombard or even Nick Diaz should face Hendricks next.  Diaz, who flew to Dallas courtesy of the UFC, was featured on the company’s Instagram account mocking Hendricks when it appeared he had missed weight and needed to retry.  Despite the showings of the other welterweights on the card, the appeal of Diaz is that he can sell a fight without even trying (i.e. we’re not talking Wolf Tickets).  But, the bottom line is that the show revealed that the welterweight is a very competitive division with many challengers to face Hendricks.

Odds and Ends

Unfortunately, the UFC 171 Prelims were on FS2 due to college basketball tournament action as the prelim fights were probably the best in recent memory.

The Von Flue Choke will be the most demonstrated move in BJJ gyms across the nation this week.

Hendricks marketed “BeardHeads” riffing off of his trademark facial hair. There was a sponsor giveaway associated with the gimmick as well.

I am not clear why Diego Sanchez was eating quail egg and steak tartare before a fight.  It seems very suspect.

The top cities that searched the name Johny Hendricks on Google were Oklahoma City and Montreal.

Google trends revealed that Johny Hendricks was not getting as many searches as when he fought Georges St. Pierre but UFC 171 was getting significant traffic.

If GSP does come back against Hendricks, it could be the Cowboy Stadium show that the UFC wants and a 1 million PPV buy event.

Conclusion

While the attendance and gate numbers are impressive for a show not featuring GSP/Anderson Silva or Cain Velasquez (note we excluded Ronda Rousey based on her last outing), it’s hard to conclude a big buy rate.  There was nothing that stood out in the promotion of this event despite it being for the vacant welterweight title.  Still, the Hendricks win puts him in a position to be groomed to be the next big draw for the UFC.  With the lack of a big name at the top, and the minimal buzz for the event, a buy rate of 300,000 would be solid.

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