UFC and 7-Eleven agree to sponsorship deal

August 28, 2017

Sports Business Journal reports that 7-Eleven has agreed to become the official convenience store of the UFC.  The partnership deal will run through the end of the year but it may be extended depending on the results.

The two companies shared data about their customers and the convenience store believed that the UFC’s millennial fan base was an attractive opportunity.

The home of the Slurpee and Big Gulp has appeared in the Octagon for UFC events including most PPVs this past year.  The financial terms were not disclosed.  The 7-Eleven stores in the U.S. and Canada will participate in UFC promotions.

7-Eleven will offer “Peel & Win” sweepstakes featuring a multitude of prizes which will include discounts on UFC Fight Pass subscriptions to UFC championship belts.  The sweepstakes starts Friday.

The UFC and 7-Eleven have worked together when other UFC sponsors have launched activations in its stores.  But, this will be the first time the two have worked together.

Payout Perspective:

Despite just going through the end of the year, this is a good opportunity for the UFC.  7-Eleven has appeared in the Octagon with Monster Energy during UFC events and is attracted to the young fan base.  The activation of peeling stickers off of beverage cups is not a new one, but something that gets people to purchase a bigger size to play the game.

Report: Mayweather to make $20 million from clothing endorsements

August 25, 2017

Yahoo! Sports reports that Floyd Mayweather will make $20 million on just clothing endorsements alone when he steps into the ring against Conor McGregor Saturday.

According to the report, the side seams to his fight trunks go for $3.5 million for his side seams and front top waist, $ 1 million for his robe and $1 million for the hat he will win after the fight.  A 4-by-2-inch patch on his front thigh goes for $1.5 million.

According to a report for the UK’s Telegraph, they had more numbers for Mayweather.  His walk-out cap would be $500,000.  His boxing shoe:  $1 million and $1 million for his weigh-in trunks.  His rear top waist would cost $2 million, the rear center of his trunks would be $3 million and his rear thigh would be $1.5 million.

At the weigh ins, Floyd work tights with the sponsor PaddyPower on them.  It appears to be an offshore betting agency.  The scale at the weigh-ins was sponsored by Wish Shopping.

Payout Perspective:

We will see Saturday night how many sponsors signed on with Mayweather.  In previous fights, Floyd has not loaded up on sponsors, but when he does have sponsors, it appears that they pay a lot.  Hublot has signed on with the 49-0 champ again and explains why it has no problem sponsoring him.

Corona will be the main sponsor for The Money Fight

August 23, 2017

The Sports Business Journal reports Mexican beer maker Corona will be the main sponsor for Saturday night’s fight between Conro McGregor and Floyd Mayweather.  Aside from Corona, Body Armor will have “prime placement” as it will be all over the ring on fight night.

Terms of the Corona deal were not announced although it was previously reported that the asking price for the sponsorship, along with a suite of branded areas would go for $10 million.  Corona will have its logo in the center of the mat and will be integrated into Showtime’s PPV telecast of the bout.  Of course, ring girls that have been at Mayweather-McGregor events this week will be

Body Armor will have its logo on “towels and stools in the fighters’ corners.”  Fighters will drink out of BodyArmor-provided bottles.

The fighters have secured their own sponsor deals as Mayweather has renewed a deal with Hublot to have its name across the waistband of his shorts for the fight. He also signed a deal with high-end tequila brand Avion.  Mayweather’s likeness will appear on a limited number of its Tequila bottles.   McGregor has signed deals with Monster Energy and online gambling site BetSafe.

Payout Perspective:

It was curious that the sponsors had not been announced until this week but it appears that there will be a major presence at the event.  Whether or not the fight was able to garner the $10 million price tag for the main sponsor is something that may be revealed at a later date.  Corona is a long-time fight sponsor and most events they seemingly interchange with Tecate as the beer (and usually) main sponsor.  The BodyArmor deal is a big one for the company.  It has had a presence in the sport but I would assume that this is likely its biggest sponsorship to date.  As for the fighters, I think both will earn a lot of money from in-ring sponsorships.

UFC 213: Payout Perspective

July 10, 2017

Welcome to another edition of Payout Perspective.  This time we take a look at UFC 213 from the T-Mobile Arena in Las Vegas, Nevada.

Whittaker wins interim middleweight title

Robert Whittaker won a unanimous decision over Yoel Romero to win the interim middleweight title. Originally, a co-main feature, it took over as the last fight of the show when Amanda Nunes was reportedly hospitalized and could not fight Saturday night.

Romero tired and Whittaker was able to take advantage. One of Whittaker’s cornermen almost suffocated him with the black Reebok champion shirt during his post-fight interview. Also, Michael Bisping entered the Octagon to do a WWE-style promo on Whittaker. The two may fight after Bisping-GSP in November at MSG (likely to happen) so their fight might not happen until International Fight Week 2018.

With the UFC announcing that it is returning to Australia in November could Whittaker return to defend his title at that point?

Nunes withdraws leaving void for main event

If you watched the Embedded episodes for this event, you saw Amanda Nunes in a self-sauna in her hotel room.  Everything seemed fine as she was on weight on Friday morning.  But news Saturday morning of an illness and the immediate thought was about weight-cutting issues.  However, it was chronic sinusitis that led to the main event being cancelled.  Valentina Shevchenko will have to wait until Nunes gets better but it put off the main event of International Fight Week which apparently didn’t sit well with Dana White.  As promoter, having a fighter bail on a main event due to an issue which seems minimal compared to other injuries, is infuriating considering this is the second year in a row that a last-minute change occurred.  But, for Nunes, her career and livelihood was on the line.  She is an independent contractor and if she were to have lost due to an illness, there’s no guarantee she receives a rematch.  Sure, she lost out on her fight purse but this is the long versus short term view.

While White says he will not trust Nunes again with a main event spot, he’s said the same about Jon Jones who is headlining later this month. If Nunes comes back and defeats Shevchenko like she did Tate and Rousey I assume all will be forgiven.

Attendance, Gate and Bonuses

Robert Whittaker and Yoel Romer drew Fight of the Night while Rob Font and Chad Laprise scored Performance Bonuses for their respective stoppages. Each earned $50K bonuses.

Despite the last minute scratch and lack of big fights on this card, UFC 213 drew the second-highest attendance and gate for 2017 with $2.4 million for 12,834. Only UFC 211 in Dallas this past May drew higher numbers with 17,834 for a gate of $2,662,645.

UPDATED:  Salaries

Alistair Overeem topped the salaries for the event with $800,000.  You can see more of the salaries here.

Promotion of the Fight

There were some sponsor activations for UFC 213 but it seemed that this event lacked buzz of the past July International Fight Weeks. The Embedded appeared to start later than usual in a fight week and there were only 5 episodes as opposed to the 6 that are usually put out there. This could be due to the Nunes news. Despite this, the episodes were sponsored by Budweiser.

There were some other sponsorship activation which we detail below.

Sponsorships

A couple new sponsors in the Octagon this month including Performance Inspired Nutrition and Gruntstyle.com.  Grunt Style is a Patriotic-Inspired Apparel company although the signage in the Octagon was rather bland.  The UFC sent out a press release the last week of June announcing that Performance-Inspired Nutrition would be the “Official Sports Supplement” of the UFC.  The partnership means that they will provide the supplements at the UFC Performance Institute in Vegas.

Performance-Inspired also sponsored the Performance of the Night Bonuses

Also, an ad for Dana White’s Tuesday Night Contender Series for Fight Pass.

Also, Budweiser, Harley Davidson, MetroPCS, Monster Energy, 7-Eleven, Toyo Tires and the movie, “Battle for the Planet of the Apes” were all in the Octagon with Monster Energy having the middle.

MetroPCS also did some live streaming with Forrest Griffin and Demetrious Johnson analyzing the UFC 213 card. There was also a contest for a chance to win UFC or Samsung gear.

UFC is offering a mobile video game capitalizing on the esports/mobile game space.

Toyo Tires aired a new commercial featuring UFC fighters which included Anthony Pettis and Paige VanZant. Toyo Tires also sponsored post-event backstage interviews including this one with Dana White.

Odds and ends

Michael Johnson-Justin Gaethje was the fight of the weekend. His fight style is not long for this sport but he should get a top 10 lightweight next.

UFC 213 Countdown drew 116,000 viewers on FS1 Sunday Night per Nielsen.

MetroPCS had new commercials with Sage Northcutt and Demetrious Johnson. Maybe the UFC is making good with Johnson.

Here’s the portable sauna that Nunes used in episode 5 of the Embedded series. It only goes for $179.

If all UFC contracted athletes can use the Performance Institute, why don’t they especially if they need treatment or would like to do non-specific training.

The get-in price of UFC 213 as of Saturday afternoon of the event was $80 with a lot of tickets left on Tickemaster. The going price on SeatGeek was an $86 get-in price.

At the TUF 25 Finale weigh-ins, it looked like Tom Gallicchio had sponsors on his shorts.

The UFC 214 official promo is great.

UFC 214: Cormier vs Jones 2

The official promo for #UFC214: Daniel Cormier vs Jon "Bones" Jones 2.Enjoy.

Posted by UFC on Sunday, July 9, 2017

It was announced during the broadcast that Nevada has yet to agree to the Unified Rules of MMA.

Reebok should go with a v-neck shirt to put over fighters after their bouts for the simple fact it’s hard to put them over your head.  Robert Whittaker was almost choked out by his own corner man by putting on his black Reebok champ shirt.

The internet always wins:

UFC 213 google searches drew over 200,000 on Saturday night. Google searches for “UFC” drew over 200,000 which likely may be attributed to the cancelled fight and Dana White’s subsequent comments. I don’t think we can extrapolate that all of these searches were related to people buying the PPV.

Conclusion

It’s hard to think that the removal of Amanda Nunes could impact PPV buy rates. But, a show that could have done 300,000 PPV buys is likely doing something around 250,000 if lucky. Whittaker-Romero are not main-eventers and the lack of an actual (not interim) title on the card likely hurt. With over 200,000 google searches on Saturday night, I would suggest this PPV draws between 200-250,000 PPV buys.

$10M price tag for title sponsor of May-McG

June 29, 2017

ESPN reports that it will cost $10 million to be a title sponsor for the August 26th Mayweather-McGregor fight at the T-Mobile Arena in Las Vegas.

The price tag outpaces the $5.6 million title sponsor deal for Tecate’s main sponsorship of Mayweather-Pacquiao.

Per ESPN:

The sponsoring company would get its logo at the center of the ring at Las Vegas’ T-Mobile Arena, its branding on ring girls, on two of the ropes and in the two nonfighter corners of the ring. The deal also includes sponsorship of the first minute of every round on the broadcast and $500,000 in tickets.

In addition, the article notes that WME-IMG are selling corners for either McGregor or Mayweather for $5 million apiece.

If the title sponsorship and two ring corners are sold, the $20 million would be the largest sponsorship package sold for a fight.

Payout Perspective:

Its hard to fathom a company will invest $10 million to be a sponsor although I’m sure we’ll see a company emerge.  The article notes that none of the UFC’s existing corporate sponsors do not have automatic rights to the fight including McGregor’s existing marketing deals.  It’s not clear if the sales are a split between Mayweather and WME-IMG, done by one entity or if they’ve enlisted a third party and then split commissions.  It would be interesting to see how the sides are selling the ROI and ask price since it’s the largest ever where its one of the fighter’s first time in the boxing ring.

McGregor negotiating with apparel sponsors for Mayweather boxing match

June 19, 2017

MMA Fighting reports that Conor McGregor will not be tied to Reebok for his August 26th boxing match with Floyd Mayweather.  McGregor’s manager, Audie Attar told Ariel Helwan on The MMA Hour.

According to Attar, he is a free agent with respect to athletic apparel.  McGregor was one of a handful of UFC athletes to have personal Reebok sponsorship deals.  However, Attar stated that they have been negotiating with brands, including Reebok.

A recent Forbes survey indicated McGregor made $7 million in sponsorships for 2016.  One would expect that to increase due to this superfight with Floyd Mayweather.

Payout Perspective:

Even if McGregor had a deal with Reebok, I would argue that this would be limited to mixed martial arts fights and not boxing.  But, letting the deal lapse shows that McGregor had a broader plan and didn’t want to be tied to a Reebok payout.  With the boxing match, he can truly seek higher bidders for this one of a kind “one off” fight.

UFC median TV audience age is 49 compared to 34 in 2006 according to SBJ study

June 6, 2017

The Sports Business Journal reports that television viewer data for 25 sports, including the UFC, boxing and pro wrestling, reflect that the median age of TV viewers have increased from 2006 to 2016.

The commissioned study by Magna Global, shows that pro wrestling, the UFC and action sports have shown the most dramatic increase in median age from 2006 to 2016.  The UFC’s median age is now 49, which reflects an increase of 15 years which means that the median age in 2006 was 34.  For pro wrestling, the median age is 54 which reflects a 21-year increase which makes the 2006 median age for pro wrestling 33 years old.

Of the 25 sports reviewed, only WTA Tennis, decreased in age demo with it going down from 63 years of age to 58.

There’s been no big change to boxing’s demo as its median age has gone up just 4 years since 2000.  It is 49 in 2016 and was 45 16 years previous.

Notably, the youngest viewing audience according to the study was the Mexican football (soccer) league system, Liga BBVA Bancomer (MX), which has a median age of 32 years old in 2006 and 39 years old in 2016.  Second was International soccer, 35 in 2006 and 39 in 2016.  MLS was third youngest audience with the median age being 39 in 2006 and 40 in 2016.

Payout Perspective:

There were several takeaways from the study.  First, soccer seems to have the youngest audience.  I am not a big soccer fan so I do not really understand the fascination with the sport from a younger demo.

Next, the sports properties with which we think are competing demos have shown the aging in their sports.  The aforementioned pro wrestling, UFC and action sports (median age in 2016:  47, median age in 2006: 34).  Also, Monster Energy NASCAR Cup Series increased by 9 years in the 2006 to 2016 span (49 years old to 48 years old).  This means that the fans (most likely) have been loyal throughout the years which is a positive.

But, one may argue that this means that the sports are not doing a good job in cultivating a younger demo.  Traditionally, the younger demo, which is attractive to advertisers, has more spending power as they aren’t tied down with kids, mortgages, etc.  There are mitigating factors here.  For the younger demo, there are the cord-cutters and cord-nevers (those that never paid for TV) which would not be captured in this study.  Also, the birth of over the top platforms has happened in the past couple years which would not be registered in the study as well.  Finally, the changing landscape of TV viewership has changed over 10 years which may skew the demos.

In the end, the study may mean that the likes of the UFC and pro wrestling may shift its focus on advertising sales to an older demo.  Or, make a stronger pitch to the younger demo to attract those advertisers.

UFC 212: Payout Perspective

June 6, 2017

Welcome to another edition of Payout Perspective.  In this edition, we take a look at UC 212 from Rio de Janeiro, Brazil where the Featherweight title was unified.

Holloway scores TKO over Aldo

Max Holloway scored an impressive stoppage of Jose Aldo to unify the UFC Featherweight Title (technically Aldo held the title and Holloway won the interim belt in December).  Holloway stopped Aldo in the third round.  It was an impressive showing of Holloway’s talent and his “no fear” attitude in going to Brazil, embracing his surroundings and winning.

Holloway is probably hoping Conor McGregor returns to division for a rematch of their first fight which took place the first day of FS1 in August 2013.  It was Holloway’s last loss in the UFC.  If that doesn’t happen a showdown with Frankie Edgar or perhaps Cub Swanson should happen.  My only bias, but I’d like to see that fight happen with the UFC going to Hawaii.  The logistics and expense would be tough but it would be a great visual to see the fans go crazy for the first Hawaiian fighter to win a UFC title since B.J. Penn.

The UFC covered the homecoming for Holloway which was a great visual and a sign that the company will get behind the new Featherweight king.

By Source, Fair use, https://en.wikipedia.org/w/index.php?curid=53169658

Claudia Gadelha submits Karolina Kowalkiewicz

Gadelha looked impressive in submitting Kowalkiewicz.  The problem for the UFC is whether they can really have her face Joanna Jedrzejcyk for a third time when she lost the first two.  Perhaps they go with Rose Namajunas against Joanna before Gadelha gets another shot.

It was a disappointing performance for Kowalkiewicz as she previously had a good showing against Joanna.

Attendance and Bonuses

The event took place at Jeunesse Arena in Rio de Janeiro, Brazil and drew 15, 412 as reported by the UFC.  The attendance likely means it was a sellout as the capacity is set at over 14,000.  UFC 134 was held in the same arena and drew 14,000.

The bonuses went to Max Holloway, Jose Aldo, Claudia Gadelha and Brian Kelleher.  Holloway-Aldo drew Fight of the Night and Gadelha and Kelleher drew Performance of the Night.  One could argue that Yancy Medeiros, Paulo Borrachinha or Matthew Lopez could have drawn a $50,000 bonus for their performances.  Also, Medeiros-Erick Silva could have been a FOTN candidate.

Sponsors

Budweiser was a prominent sponsor in Brazil as it had the center of the Octagon as well as the fighter prep point and the Embedded episodes.  Kingdom on Audience, UFC Mobile game, UFCStore.com, Hudson Shipping Company, Nissan, General Tires, Manguinhos, a previous UFC sponsor, was on the mat on Saturday.

The Nissan and General Tire sponsors are probably ‘one-offs’ for the Brazil event.

No Monster Energy in the Octagon.  Recall that TNT Energy Drink had the Brazil market at one point as the UFC sponsor.  Aldo was a big sponsor but it looks like that is no longer true.

Odds and Ends

Here is the local coverage in Hawaii for Max Holloway and Yancy Medeiros.  The report states that a lot of the UH Football team showed up to see him.

Hawaii News Now – KGMB and KHNL

The UFC Prelims were late on FS1 as baseball ran over into the time slot.  The event had to be put on FS2.  This may have had an affect on the ratings as it drew 732,000 viewers on FS1 for the bulk of the telecast.  The beginning part, shown on FS2, drew 218,000 viewers.

The Brazilian Commission did not adopt the new unified rules of MMA.  Fortunately, the rules did not come into play.

The UFC 214 promo came out and they look pretty good.

It was interesting that there was promotion for the UFC Fight Night Singapore event two weeks from now but not this week’s Fight Night from New Zealand.

The first Japanese UFC Champion, Sakuraba, will go into the UFC Hall of Fame.  The announcement was made during the PPV.

The “UFC Unfiltered” Podcast ran commercials throughout the PPV Prelims on FS1.

UFC 212 drew 200,000 google searches on Saturday.

Conclusion

200,000 google searches the day of the event, the MLB overrun on FS1 for the Prelims and the fight card in Brazil probably means that this PPV draws somewhere between 150K to 200K PPV buys.  In comparison, UFC 134 (ASilva-Okami) drew 335,000 buys in the same venue in September 2011.  Aldo-Mendes 2 in Maracanazinho, Brazil drew 180,000 buys.  The event took place in October 2014 at UFC 179.  Holloway’s last PPV in December against Anthony Pettis drew 150,000 PPV buys although a replay on Fox during Christmas Eve did well.  Still, we’re talking about buys for PPV and with a string of UFC events coming up for June and July’s International Fight Week coming up this PPV may have been one that the casual fan skips.

MacDonald making less money from sponsors in Bellator

May 22, 2017

Rory MacDonald debuted in Bellator on Friday night with one sponsor on his shorts, Monster Energy drink.  Even though MacDonald is free to sign with multiple sponsors, he has selected a different strategy.

In an interview, last week on The MMA Hour, MacDonald indicated that his UFC-Reebok individual sponsorship deal had run its course.  Recall, MacDonald was just a handful of UFC fighters with their own Reebok deal.

You may recall that prior to the Reebok deal and its exclusivity, MacDonald’s shorts were adorned with multiple sponsors.  Upon leaving the UFC, it looks like that MacDonald will be much pickier about his sponsor partners.  He is seeking out blue-chip brands.

Of course, one of the advantages of leaving the UFC is the opportunity to solicit sponsors which gives fights extra income for their fights.  MacDonald’s training partners, Kajan Johnson, just revealed in an interview with Ariel Helwani that MacDonald is making $400,000 per fight year in Bellator.  Johnson was at the center of controversy at the UFC Retreat this past weekend when he spoke up against the Reebok deal.

Payout Perspective:

Making less on sponsors is helped by making more money to fight.  For MacDonald, his brand strategy makes sense.  He wants to maximize his brand by taking an initial hit on pay with the hope that it lands him bigger deals in the future.  It’s great for guys like MacDonald, but other fighters will need to maximize their pay now and seeking out as many sponsors as they can helps mitigate training costs.  Speaking out, Johnson may have put himself in the doghouse for the UFC, but he felt like it was a necessity least he suffer in silence.

UFC 211: Payout Perspective

May 15, 2017

Welcome to another edition of Payout Perspective.  This time we take a look at UFC 211 from Dallas, Texas where two titles were successfully defended.

Stipe stops JDS

Stipe Miocic withstood a couple stiff leg kicks to stop Junior Dos Santos in the first round of their Heavyweight title fight.  Miocic dropped JDS after clipping him with a punch.  He followed up with punches over a crumpled former champion.  For JDS, the long layoff did not help and one has to wonder if he still has anything left in fighting.  He looked timid at times in avoiding Miocic despite scoring early with leg kicks.  But, putting his back to the fence was his downfall.

One has to wonder if there is a healthy Heavyweight on the roster that could challenge him at this point.  You can argue that Stipe could wait and face Cain Velasquez or take on Derrick Lewis if he gets past Mark Hunt in June.

Joanna Champion remains on top

She had a huge welt on her forehead but Joanna Jedrzejczyk survived a first round onslaught by Jessica Andrade.  From then on, Joanna outclassed Andrade and secured her spot as the Queen of the Division.  Andrade was game but as Daniel Cormier pointed out she gave away her attacks with a “tell” in that she ducked her head each time she was coming in which gave Joanna a split section to move out of the way.

Joanna was emotional at the end of the fight as she takes being a champion as seriously as anyone with a belt around their waste.

Next for Joanna is a showdown with Rose Namajunas. She was in Dallas doing UFC press and its clear that this was done to promote this fight.

Attendance and Gate

It was the second-most attended event in Dallas.  Only UFC 171, which featured hometown favorite Johny Hendricks against Robbie Lawler, outdrew this card.  Below are the top 3 UFC cards in Dallas.

UFC 171: attendance 19,324, gate $2,600,000

UFC 211: attendance 17,834, gate $2,662,645

UFC 103: attendance 17,428, gate $2,400,000

Bonuses

The bonuses went to Stipe Miocic, Jason Knight and Chase Sherman and Rashad Coulter.  Stipe and Knight earned Performance Bonuses while Sherman and Coulter earned Fight of the Night for their back and forth fight which Sherman eventually won via stoppage.  All earned $50,000 bonuses.

Promotion of Fight

The UFC once again direct messaged people that follow it on Twitter to encourage them to order UFC 211.

Stipe Miocic threw out the first pitch at a Texas Rangers baseball game.  He also appeared with Junior Dos Santos before a Mavericks game earlier this year.

The UFC Countdown show took a look at Miocic and how he’s revered in Cleveland including attending a Cavaliers basketball game.

MetroPCS also had a sponsorship activation which included Stipe Miocic doing an interview with Megan Olivio on behalf of the company.

Sponsorships

The usual UFC sponsors were in the Octagon including Toyo Tires, MetroPCS, Budweiser, Monster/7-11, Harley Davidson, UFC Fight Pass and Monster Energy in the middle.  Also, the new Alien movie, Audience Network’s Kingdom and upcoming video game Injustice 2 and the UFC’s own new version of its EA video game were in the Octagon.

With the Audience Network unveiling the third season of its MMA original series, “Kingdom,” we once again had the show work with the UFC.  This included showing the actors in the crowd during the PPV and there was also a Pre-Fight Party in Dallas.

In a pre-recorded video, Rose Namajunas introduced the trailer for the new Alien movie during the PPV.

Eddie Alvarez was overheard saying “Goddamn Reebok” prior to the official weigh-ins as it appeared that he had to have non-Reebok sponsors patched over.

Odds and Ends

Dustin Poirier is auctioning off his gear from his fight with Eddie Alvarez to aid a Second Harvest Food Bank in his local Lafayette.  He is making a new tradition which is an admirable way to give back.

Speaking of Poirier, it was a disappointing end to his fight with Eddie Alvarez as the issue of rules relating to a downed opponent was confusing once again.

Due to NASCAR on FS1, the UFC Prelims were pushed to FX which is in more homes so there’s a chance we could see a better number than usual.

500,000 google searches on Saturday for UFC 211 which made it the top searched subject in the US Saturday.

Jason Knight is your next big thing.  “Mississippi Mean” will be one to watch in the Featherweight division.

The UFC Summer Kickoff on Friday will likely have several fighters fined as a result of getting physical at the news conference including Amanda Nunes, Michael Chiesa and Kevin Lee.  Do the kickoff events do anything for anyone except make everyone cringe?

Michael Johnson said he ate shit.  This makes no sense.  But considering Lyoto Machida drank his own pee, it’s no wonder this is a niche sport.

Conclusion

Look for this PPV to do slightly better than this year’s PPV buys but not near the 450,000 buys the Stipe Miocic-headlined UFC 203 did when CM Punk was on the show.  Despite how good the card was including two title defenses, there is a lack of interest in fthese ights from the casual fan.  While the google trends search was encouraging, I would think 350,000-375,000 PPV buys would be how much we see this event do.

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