September 8, 2015
Welcome to another addition of Payout Perspective. This time we take a look at UFC 191 held at the MGM Grand Garden Arena where John Dodson had his second crack at Flyweight Champion Demetrious Johnson.
Mighty Mouse dominates Dodson
Demetrious Johnson showed his skills in taking a 5 round unanimous decision from John Dodson. Dodson squeaked out (maybe) one round according to judges but tired while Johnson showed his great cardio. It was another dominant showing but once again was not enough to satisfy the crowd. According to some in attendance, people were leaving before the fight. Perhaps that’s the reason Johnson lashed out at the fans that booed in a post-fight interview with Ariel Helwani.
— Dana White (@danawhite) September 6, 2015
The biggest fight in Johnson’s division may be Henry Cejudo assuming he gets past Jussier Formiga. If not that, I would suggest Johnson moving up to 135 to try and get some competition as its clear he’s lapping the 125 pound division. Arlovski edges Mir Maybe this was the reason why people were leaving early. Andre Arlovski defeated Frank Mir in the co-main event of the evening. Mir came in heavy, I mean real heavy, for this fight and it showed as he was almost standing still during the fight. At one point, Mir got position on the ground on Arlovski and just laid on him until it was broken up. Not the heavyweight fight that the matchmakers had hoped to see. Certainly, the forecast was for a quick KO like both had in their prior fights. Even winning, Arlovski looked down about his performance. On a six-fight winning streak, Arlovski puts himself in line for the Heavyweight title although he may have to wait until next summer for that considering Fabricio Werdum wants to wait until March to fight. So, Arlovski will likely get another fight. Maybe a returning Fedor Emelianenko? Attendance and gate It was not surprising that 191 did not do as well as other PPV events this year in Vegas. It drew 10,783 fans for a gate of $1.367M. It was the lowest gate for a UFC PPV since August 2004 at UFC 49.
UFC 191’s reported gate of $1.3 million is the lowest for a Las Vegas-based UFC pay-per-view card since UFC 49 in August 2004. — Mike Bohn (@MikeBohnMMA) September 6, 2015
The last time the MGM Grand drew a comparable attendance and gate was last September for UFC 178 which featured Johnson defending against Chris Cariaso. Bonuses The $50,000 bonuses went to Raquel Pennington, Anthony Johnson, John Lineker and Francisco Rivera. Pennington, Lineker and Rivera were on the UFC 191 Prelims. Johnson won a bonus for his KO of Jimi Manuwa. Lineker and Rivera won FOTN for their slugfest which Fox Sports tweeted out for people to see.
Promotion of the Fight
Notably, the UFC Countdown show on FS1 Sunday drew just 83,000 viewers per Sports TV Ratings. Of course this rating must be taken into consideration with the fact that many people are now watching UFC Countdown online at their leisure.
The Embedded Episodes once again followed the main fighters on the card including following John Dodson to the hospital to go see his wife deliver their daughter. It also followed Paige Van Zant during fight week and one can tell that the UFC has plans for her future.
The LA Times also ran a feature on Van Zant. Perhaps the most salient quotes for the article was that Dana White stated that “[s]he has great personality. People and sponsors love her.” Also, Van Zant seemed to infer that some of the other fighters in her weight class may be taking PEDs as she noted that some “have very masculine physiques, and I [PVZ] don’t know if you can get those naturally.”
The “Go Big” press conference was a news event of itself with Conor McGregor once again taking center stage.
Perhaps the most noticeable thing about sponsors for UFC 191 was the absence of Xbox as a sponsor for Demetrious Johnson. The Microsoft-owned video game platform had been a long-time sponsor for Johnson. In fact, it was the only fighter it sponsored. With the Reebok-deal, Johnson had to give up the sponsorship although he could still do promotional work for the company outside of the Octagon. However, an MMA Fighting article stated that his deal with Xbox was in limbo.
Notably, Xbox promoted its upcoming version of Halo on the PPV as it sponsored the Fighter prep point, octagon signage and Tale of the Tape.
Aside from Xbox, the Octagon had the usual sponsors including Toyo Tires, MusclePharm, MetroPCS, Bud Light, Harley Davidson, Draft Kings and Monster Energy Drink had the center of the Octagon
Odds and Ends
Google trends had 200,000 searches for “UFC 191” which is pretty good. But does that equate to PPV buys? Notably, worldwide the search term “Demetrious Johnson” fared better this time around than it did for his last fight in April. Same for the search term “Mighty Mouse and UFC.”
An anti-domestic violence group called MMA Watchdog staged a rally on Saturday afternoon outside the MGM Grand Garden Arena in opposition to UFC fighter Anthony Johnson. According to the group, there was a small turnout of 30 people.
The UFC expressed disappointment with Johnson’s actions after a gym confrontation with a woman. Yet, he was not taken off of UFC 191. Johnson agreed to counseling and a donation to a women’s charity to make good on the incident.
Joe Rogan’s dual interview of Ross Pearson and Paul Felder was really weird.
Dana White introduced a promo for FX’s “The Bastard Executioner.” Usually these types of promos are introduced by a fighter. Unless FX wanted White to do the introduction, one would think putting your fighters out there to do this type of work helps prepare them for future sponsorship work.
All of the indicators suggest that UFC 191 will be the lowest output for PPVs this year. Even with 3 more PPVs left in 2015, we can predict that those cards will outdo this one based on the level of fights on each. Are we to blame the UFC for putting Johnson in the main event based on his prior PPV history? Or, is it Johnson, through no fault of his own that lacks the appeal of other fighters? Johnson is trying his best, but fans are not buying his shows. Without another fight on the card that would be of interest, UFC 191 is destined to garner around 150,000 buys if lucky.
September 6, 2015
Despite the new Reebok sponsor era, Microsoft-owned Xbox was in the Octagon. However, it was not on the shorts or t-shirt of long-time sponsor, Demetrious Johnson. At UFC 191, Xbox promoted its upcoming Halo edition, “Halo 5: Guardians” with Octagon signage and sponsoring the fighter prep point outside the Octagon.
Xbox had been the only in-Octagon sponsor for Johnson in the UFC Octagon for years. However, with the new sponsorship rules, his future business relationship with the Redmond, Washington-based company is in question.
Despite not sponsoring Johnson, seeking to capitalize on a target demo of young fans, it had signage at UFC 191. In addition to the signage, it presented the “Tale of the Tape” for the PPV fights
To be clear, we do not personally know that Microsoft paid money for its signage and sponsoring the Tale of the Tape. But let’s review some facts.
- The UFC instituted a sponsorship fee for brands to be shown in the Octagon and on its fighters.
- On July 1, 2015, Reebok became the official clothing sponsor of the UFC. As a result, a new policy was instituted that no other sponsors (outside of official UFC sponsors) would be worn by fighters during promotion of the fight, fight week and on the night of the fight.
- MMA Fighting indicated that Johnson’s Xbox sponsorship was in “limbo” due to the Reebok policy. Johnson remained upbeat about the new company policy despite losing out on his sole in-Octagon sponsor.
- At UFC 191, Xbox had in-Octagon signage and sponsored the fighter prep point as well as the “Tale of the Tape.”
- Johnson did not have an Xbox logo on his shorts although champions such as Ronda Rousey and Conor McGregor sported an additional logo (both Monster Energy Drink) with their Reebok kit.
It’s plausible, but not possible that the UFC allowed Xbox to promote its new game without paying for it. But, in my opinion, I doubt it.
It’s like taking your long-time girlfriend to a work party and she leaves with your boss. Unless Zuffa and Microsoft are working on a sponsorship deal to make Xbox the official video game platform of the UFC and Johnson can continue his relationship with Xbox, DJ may have unknowingly handed over a blue-chip sponsor to the UFC without an official finder’s fee. Maybe DJ is getting unreported additional compensation but on the outside looking in, this has to be disappointing for Johnson from a business perspective. For Xbox, the brand is just executing its promotional campaign in reaching out to its target demo. It’s hard to find fault in sponsoring the UFC.
September 3, 2015
MMA Fighting reports that Demetrious Johnson’s recognizable sponsorship with Xbox is in question as a result of the UFC-Reebok deal. Although the Microsoft-owned video game platform has not necessarily severed times with Johnson, there is nothing currently on the horizon for the 125 pound champion.
Johnson was the only UFC contracted fighter to have an exclusive deal with Xbox prior to the new sponsorship rules implemented by the UFC on July1. Johnson’s trainer, Matt Hume, brokered the deal between Xbox and Demetrious Johnson. As many know, Johnson’s home gym, AMC is in Kirkland, Washington and Microsoft headquarters is located not too far away in Redmond, Washington (as an aside, Google has an office down the block from AMC but that’s here nor there).
Johnson indicated during a UFC media event in Los Angeles that Xbox was pleased with the sponsorship and liked the fact that he fought on Fox. One might infer that the Xbox brand was seen by more viewers during the network cards on Fox rather than when Johnson fought on PPV. Johnson has fought on 3 UFC on Fox cards and 2 UFC on FX cards. Per the MMA Fighting, Johnson seemed to infer that he made more money from his Xbox sponsorship when he fought on Fox than he did when he fought on PPV.
Although Xbox has not officially severed ties, it appears that Johnson will not be involved in any out of the octagon promotions by the company but he indicated that he’s “still in touch.”
Being the company person, Johnson lauded the new sponsorship policy indicating that he’ll be getting $40,000 from Reebok (per the champion payout). He also brought up the prior issues he had with sponsors in the WEC and the fact that he no longer has to seek out sponsors. Of course, he had been sponsored solely by Xbox for over 4 years.
We wrote about the relationship Johnson had with Xbox back in February 2011. Xbox had been the only sponsor for Johnson and now the relationship seems to be put on ice. It was a blue chip sponsor in the target demo for the UFC. Yet, due to the arrangement brokered by the UFC that opportunity is over. The ending of the relationship likely hurts Johnson financially more than he is willing to talk about in public. One would hope that there are opportunities down the road for Johnson to make out of Octagon appearances for the company. I
August 28, 2015
Ronda Rousey has made her first commercial with her new sponsor, Carl’s Jr. The commercial is for the fast food chain’s Cinnamon Swirl French Toast breakfast sandwich.
Unlike previous Carl’s Jr. commercials which focused on selling sex, the commercial focuses on Ronda’s persona in the Octagon. It also includes her taking a big bite of the sandwich – a staple for Carl’s Jr. commercials.
The commercial should be the first of many for Rousey as the brand’s pitch woman. Based on the estimated PPV buy rate of UFC 190, Rousey’s brand is bigger than ever. The Carl’s Jr. sponsorship should expand her mainstream awareness going forward.
August 27, 2015
Bellator lightweight Melvin Guillard had some interesting things to say about his previous employer in light of the Reebok apparel deal. Guillard, who was cut by the company, states that it will likely lose fighters due to the lost revenue by fighters from sponsors.
Guillard has not been with the company since his last fight in March 2104. However, he states in a recent MMA Fighting interview that some of the UFC fighters he trains with at American Top Team are “unhappy with how things went with the UFC.” Guillard stated that the “UFC is really just dropping the ball on a lot of guys. They’re going to lose a lot of talent.”
Prior to the UFC sponsor fee, Guillard stated that a fighter could make $50K to $60K per fight from sponsors. However, restrictions on sponsors which required they pay a fee to the UFC in order to sponsor a fighter curtailed many brands from sponsoring a fighter. The Reebok deal which went into effect this July, has received criticism from many fighters that have indicated it has cut their ability to earn money from sponsors. While some fighters have taken up the side of the UFC, there are many fighters that are put off by the new payouts from Reebok.
Guilard, who had a stint with WSOF, is now in Bellator and is set to fight this Friday for the organization at Bellator 141.
Guillard’s comments could be seen as a former fighter expressing his opinion after being let go by the UFC and thus feels free to say what he wants about the organization. Guillard’s comments about what his teammates are saying might be hearsay and might be a way that UFC contracted fighters are expressing their discontent with the new era of sponsorship revenue for fighters. Until there are actual numbers out there that he is making more money overall than he did when he was with the UFC, it’s hard to conclude that UFC fighters would jump ship to other organizations due to the Reebok deal.
August 20, 2015
The International Business Times wrote a feature on the state of sports sponsorships in smaller leagues including the UFC. Overall, it provides a good overview of the current state of sports sponsorship using the UFC’s recent deal with Reebok as anecdotal information.
The article leads with Stitch Duran’s dismissal from the UFC and includes an explanation from the UFC’s Lawrence Epstein later in the story.
The article addresses the issue of sponsorship clashes between athletes’ personal sponsors and the official sponsors of the leagues and organizations in which they participate. The most recent example involves track and field athlete Nick Symmonds who was left off the US roster for this month’s 2015 World Championships in Beijing. Symmonds, a middle-distance specialist won a silver medal in the 800 meters at the 2013 World Championships and is a two-time Olympian. Yet, the U.S. Olympic team is a Nike sponsor (a reported $500M deal with USTAF) and Symmonds has an individual sponsorship with Brooks Running among others. As a result, he was left off the team to the consternation of Symmonds. He estimates that his income is 3 percent from the U.S. Track Team with 10 percent coming from prize money, 10 percent from personal appearances and the rest coming from corporate sponsorships. The New York Times detailed the sponsorship spat between the runner and the U.S. team as the chasm between the athlete and organization highlights the current push/pull of the business of sports. It indicated that an athlete like Symmonds could draw $250K-$350K a year which is still below the wages earned by NFL or NBA players. But, Symmonds’ earnings are probably more than a lot of UFC fighters.
Similar to the UFC-Reebok outfitter policy, the U.S. Olympic Track Team allows for its athletes to wear non-Nike gear but requires them to wear it during designated times (i.e., competitions, ceremonies and other official functions.) As we know, UFC contracted fighters are allowed to wear other sponsors but cannot wear them during fight week and/or other times where it is promoting a UFC event.
IBT notes that Nike and Adidas (and Reebok since it is owned by the 3 stripes) are spending more money than ever on sponsorships. Per research firm IEG, in North America, corporate sponsorship spending across all sports jumped 21 percent from $12.38 billion in 2011 to a projected $14.98 billion in 2015.
As IBT outlines in its article, “small leagues” like the UFC and U.S. Track and Field, there is a disparity not readily made up through earnings. The article notes that the NFL, NBA, MLB and NHL negotiate sponsorships and athletes obtain 50% of the revenue via the league’s collective bargaining agreements per sports management professor Dan Rascher. Of course, the four leagues have unions which represent the players of the league so that there is some facet of representation when leagues enter into these types of agreements. Any problems with the sponsor deals, the athlete can contact a union rep.
Lawrence Epstein was quoted in the IBT article. He stated that despite lower payouts versus past individual sponsor deals, “companywide deals provide fighters with stable sponsorship money” as well as facilitate long-term growth for the UFC. He indicated that 15 UFC fighters will have individual contracts with Reebok by year’s end which indicates that four more UFC fighters will have individual deals. Currently, 11 fighters have individual deals.
He also stated that Duran wasn’t fired because of his comments about the Reebok deal.
“Unequivocally, his [Duran] comments had nothing to do with him getting let go. I can’t be more firm on that. There are a variety of reasons that he was let go but nothing to do with his comments on Reebok,” Epstein said. “He’s trying to paint this thing as, he said some stuff about Reebok and as a result, he was let go. It’s just not true. That’s not the reason why he was let go. I can’t be more clear on that.”
The IBT article is an interesting look at the disparity of earnings between established team sports and smaller counterparts. What should be noted is that sponsorship spending is on the rise in sports which one might conclude that there are good opportunities for athletes to make extra revenue through sponsors. The UFC, like U.S. Track and Field, have brokered sponsorship deals which include substantial exclusivity that forecloses out opportunities for its athletes. The response by the UFC, as stated by Epstein, is that these deals provide stability for its fighters and will help the product in the long run. This is great if most of the contracted fighters are still with the UFC in the long run.
As for the continued repercussions of the Stitch Duran fallout, it is becoming a he said/he said sort of battle. Epstein contends Durant’s dismissal had nothing to do with his comments about Reebok yet he the timing of Durant’s departure is clearly not coincidence. Furthermore, White’s “shifting the conversation” about the Stitch departure lends one to think it had to be about Reebok.
August 8, 2015
The MMA Hour recently interviewed Reebok’s Michael Lunardelli regarding its partnership with the UFC as its official clothing sponsor. While Reebok touts the relationship, it addressed some of the controversy arising out of the sponsor deal.
Notable in the interview with Ariel Helwani was Reebok’s response to the criticism that there were misspellings for some UFC fighters. Lunardelli, the head of Reebok’s combat sports division, offered a response with a subtle point of the finger back to the UFC.
Via MMA Fighting:
“The UFC came to us and asked us if we could do it [go live with every fighter’s jersey]. We said we could try. So, we were moving very quickly to get to that PR launch. The way it works is, we get a list from the organization. The organization provides the list. I don’t know who the 560th fighter is in the UFC. How would I know that? How would my team know that?
“The list was vetted out by the organization and passed to us in a very short period of time. They were moving quickly as well. Again, it’s a partnership. We don’t want to mess up anybody’s name, nor does the UFC.
Yet, Reebok did “mess up” names. While Lunardelli points out that no products were ever made with misspellings such as Gilbert Melendez’s name, the fact remains that there were glaring misspellings that fans, already annoyed by the deal, took note.
Lunardelli also indicated that Reebok had no input on the fighter pay scales and no say in the release of Stitch Duran after the cutman’s comments that the new sponsor deal did not cover cutmen. Lunardelli also indicated that the deal does not include the ring card women.
It was an interesting interview/explanation regarding Reebok’s side in the UFC deal. Despite the claim that the clothier was up against a deadline, it’s inexcusable to state that there was a reason for the misspellings. Simply no excuse. Either the UFC does not know the spellings of its contracted fighters or Reebok failed to double-check through another source. Either way, it’s something us “hobbyists” allegedly do which separates the “professionals” from the amateurs. As some commenter called us the other week, this must be “amateur hour.” It would be as if a journalist for the New York Times or Wall Street Journal were to write a 5,000 piece on a short deadline and tell the editor, “well I tried to spell most of the words correctly.” To which the editor tells the journalist, “ok, we’ll go with whatever you have.” As for its other explanations, just a subtle “don’t blame us” answer.
We’ll see if Reebok does any better as this partnership progresses.
August 4, 2015
Ronda Rousey will be the new face of burger chain Carl’s Jr. in the coming weeks as the company alluded to a partnership with the UFC women’s bantamweight champ in a tweet late Saturday night.
Eater.com confirmed that Carl’s Jr., based out of Southern California with chains across the United States, will have the fighter star in new commercials for the restaurant. It’s a shift in promotional strategy for the company as it is trading in its prior commercial spokeswomen, Paris Hilton and Kim Kardashian, for Rousey. Eater.com calls the move to hire Rousey as “one of Carl, Jr.’s smartest moves” as she is “a strong and refreshing celebrity choice.”
— Carl's Jr. (@CarlsJr) August 2, 2015
The company signing of Rousey reflects her expanding star power. The move makes sense considering Rousey lives in Southern California and the company is based in the area. From a marketing and advertising perspective, Carl’s Jr. shift from Hilton and Kardashian to Rousey probably improves its image as Hilton/Kardashian are polarizing figures whereas Rousey is a relatively fresh image in the mainstream market. It also is a subtle reflection of the change in the image of women in advertising as I’m sure Rousey will not be laying on a car or seductively eating a burger as the prior two did in Carl’s Jr. commercials.
August 3, 2015
Welcome to another edition of Payout Perspective. This time we take a look at UFC 190 taking place at the HSBC Arena in Rio de Janeiro.
Rousey ends Corriea in 34 seconds
Ronda Rousey showed her dominance once again by knocking out Bethe Corriea in just 34 seconds. It was not the most technical of fights, but Rousey showed power in her hands by flattening Corriea. While many are calling for Cyborg, it looks to be the trilogy with Miesha Tate this December.
It was billed as a rematch of one of the best fights in Pride that occurred 10 years ago. The 10 years took a lot out of each as the first round had a lot of action and slowed considerably over the next two rounds. Many fans thought that a failed guillotine attempt would have won the fight for Little ‘Nog but Rua pulled out the unanimous decision once again. Both will continue to fight but I am not sure if that is the best idea for each.
Although announced as a sellout, UFC 190 at the HSBC Arena drew 14,723. As seems to be a constant with Brazilian cards, a gate was not announced.
Prior PPV events at HSBC Arena
UFC 142 – 10,605 (Aldo v. Mendes)
UFC 153 – 16,844 (A. Silva v. Bonnar)
UFC 163 – 13,873 (Aldo v. Korean Zombie)
Demian Maia, Shogun Rua, Antonio Rogierio Nogueria and Ronda Rousey. Maia and Rouse yearend Performances of the Night while Rua and Little Nog earned Fight of the Night. Each earned $50,000
Promotion of the Fight
The UFC Countdown show offered a little more than usual as Ronda Rousey talked about her father after Bethe Corriea’s comments regarding Ronda committing suicide when she beat her.
Rousey also gave an insightful interview during an Embedded feature.
There had to be some concern about the promotion of this fight since it would be in Brazil. Rousey still did Jim Rome and some other U.S. outlets but not as many as if she were here in the states. Yet, it appears to have done well.
The Octagon sponsors included Budweiser, Fram, Sports Authority, Reebok, the movie, “Straight Outta Compton,” Tai-Chi Panda, Brazilian outlet Combate and TNT Energy Drink (like most Brazilian events) had the center of the Octgaon.
Tai-Chi Panda is a video game. A commercial and its web site featured Ronda Rousey. The UFC women’s bantamweight champion also wore a Monster Energy logo on her Reebok kit. Rousey also had a new MetroPCS commercial which featured her mother and the horsewomen.
“Straight Outta Compton” had the fighter prep point and the trailer was shown prior to the Rousey fight.
Odds and ends
Placing the TUF Brazil Finals on the main card was not the best idea. A lot of discontent from fans and people tuned out. People seemed mad that the Ronda fight did not start until past 10pm PT.
The TUF Brazil contestants wore generic UFC shorts except for a panel which included sponsor TNT Energy Drink. One might assume that this was a deal brokered by TNT and/or TNT paid for the spot on the shorts.
The UFC Fan Voting was shown after each fight as it is another way that the UFC can engage fans during the PPVs.
A lot of tweets from mainstream stars in support of Rousey displayed throughout the night and on Dana White’s twitter feed.
The WWE sent a thank you to Ronda Rousey after she dedicated her fight to Roddy Piper.
— WWE Universe (@WWEUniverse) August 2, 2015
Corriea had a good gimmick with stating that she wanted to beat all of the Four Horsewomen including Ronda. But, we all know that Rousey is so much better than her other stablemates. The award for the worst tweet of the night goes to Showtime’s Stephen Espinoza for continuing a trend of leaders of an organization badmouthing another promotion’s event.
Great matchmaking, UFC. Four main event fights, two minutes total. Can’t wait to buy the next one.
— Stephen Espinoza (@StephenEspinoza) August 2, 2015
The award for best tweet of the night goes to the WWE’s Seth Rollins for responding to a tweet from Dana White who was badmouthing (or perceived to be) another promotion’s product.
Guys, cut @danawhite some slack. I mean he’s had a million matches, so his opinion is super valid and should be taken as gospel.
— Seth Rollins (@WWERollins) August 2, 2015
The tweet from Rollins is in response to White telling a twitter follower that WWE is fake. Rousey had 6 million google searches over the weekend. YouTube highlights also did well:
Revised Google search total for Rousey on Saturday is 6M, so gigantic and unprecedented for MMA but not unbelievably epic.
— Adam Swift (@AdamMSwift) August 3, 2015
As far as extrapolating PPV business, 1M of the searches were “Ronda Rousey fight” which looks a lot like pirates trolling for the fight.
— Adam Swift (@AdamMSwift) August 3, 2015
— Carleton Curtis (@carletoncurtis) August 3, 2015
UFC 190 will tell us whether Ronda Rousey can carry a PPV. Rousey has not done as much media as she would have if the fight was in the U.S. But, it still received a ton of searches over the course of the weekend. It was the number one trending topic overall in the U.S. during the PPV. Certainly, the casual fan was searching the internet for the 34 second clip of Rousey winning. This may be a problem when it comes to future Rousey PPVs as fans might just wait to see the fight on Vine…or ESPN.
Notwithstanding the future ways of purchasing (or not purchasing) a Rousey PPV, Saturday’s event will be telling as to whether UFC 184 was just one good night. Corriea was not a strong opponent for Rousey despite the trash talk. The question is whether that even matters. It didn’t seem to matter for Conor McGregor at UFC 189.
Dana White indicated that UFC 190 was trending better than UFC 189. It’s hard to say what numbers he might be looking at although one might think pre-buys for the PPV might be one. Couple that with the perceived correlation that google searches equate to PPV success and UFC 190 might be a PPV hit. I was originally thinking that this PPV would do 400K-500K PPV buys. However, it appears that it may well have exceeded this. Anything above 700K would be outstanding considering there was virtually nothing else supporting Rousey’s fight.
July 30, 2015
Ronaldo “Jacare” Souza has signed an individual sponsorship deal with Reebok. The announcement was sent out via Reebok’s twitter feed.
— Reebok (@Reebok) July 30, 2015
The middleweight contender’s last fight was in April when he easily submitted Chris Camozzi. He could be in line for a shot at Chris Weidman’s title after Luke Rockhold. He is currently ranked #2 in the UFC Middleweight rankings.
Interesting signing at this time as Souza does not have an upcoming fight announced. He is an under-the-radar fighter in the middleweight division and should be in line for a title shot soon. The signing probably helps the international market as he becomes the first Brazilian to be a Reebok-sponsored athlete.