UFC 236: Payout Perspective

April 15, 2019

Welcome to another edition of Payout Perspective.  In this edition, we take a look at UFC 236 which took place at the Philips Arena in Atlanta, Georgia where fans were witness to two of the best championship fights in recent history.

Poirier earns lightweight title with win over Holloway

Dustin Poirier was too big for Max Holloway and it was clear that his power overwhelmed the 145-pound titleholder.  Poirier hurt Holloway several times in the first round and despite the featherweight champion’s heart, could not fight his way back into the match.

“Paid in full,” was the mantra Poirier proclaimed about his win.  Poirier had made his way back from losses to Conor McGregor and Michael Johnson on his journey to the championship.  He finally got his chance and now has a chance to unify the titles against Khabib Nurmogomedov in what is rumored to be September in Abu Dhabi.

Holloway will be influenced to return to his Featherweight division and the UFC is likely hoping that Alexander Volkanovski can defeat Jose Aldo next month to secure a date between the two for the 145 title.

Adesanya takes middleweight title from Gastelum

In what was a back and forth fight (and likely 2-2 going into the last round) Israel Adesanya defeated Kelvin Gastelum to win the interim welterweight title and a shot at to unify the middleweight title with a showdown against Robert Whittaker sometime in the future in likely a big stadium on the continent of Australia.

There was a point during the fight that Gastelum had Adesanya hurt on his feet but instead of trying to finish him, Kelvin went for the takedown.  One can only assume that Gastelum was tired himself and could not continue on his feet.

But Adesanya poured it on in the 5th round to earn the victory.  One may argue that the ref could have stopped the fight in the final seconds of the fight.  Clearly, Gastelum was in no shape to continue but had the heart to finish.

Attendance, Gate and Bonuses

It was the first time that the UFC awarded two Fight of the Nights with the main and co-main events drawing the $50,000 bonuses.  There were no Performance Bonuses due to the dual FOTNs.

The attendance and gate for UFC 236 did not break records for UFC events at the Philips Arena but it definitely drew a lot of people for this event.  The event drew 14,297 for a gate of $1,908,721.

Past Atlanta, GA UFC PPV events:

UFC 88 (9/06/2008) Evans-Liddell: 14,736 for a gate of $2.6M

UFC 145 (04/14/2012) Jones-Evans: 15,545 for a gate of $2.2M

Payouts

Israel Adesanya and Max Holloway made $350,000 each for their respective fights.  All of the salaries are compiled here.

Promotional Guideline Payouts (compiled via MMA Junkie)

Dustin Poirier: $30,000
def. Max Holloway: $40,000

Israel Adesanya: $30,000
def. Kelvin Gastelum: $30,000

Khalil Rountree: $5,000
def. Eryk Anders: $5,000

Dwight Grant: $3,500
def. Alan Jouban: $10,000

Nikita Krylov: $10,000
def. Ovince Saint Preux: $20,000

 Matt Frevola: $3,500
def. Jalin Turner: $3,500

 Alexandre Pantoja: $5,000
def. Wilson Reis: $10,000

 Zelim Imadaev: $3,500
def. Max Griffin: $5,000

 Khalid Taha: $3,500
def. Boston Salmon: $3,500

 Belal Muhammad: $5,000
def. Curtis Millender: $4,000

 Andre Soukhamthath: $5,000
def. Montel Jackson: $3,500

 Poliana Botelho: $4,000
def. Lauren Mueller: $3,500

 Brandon Davis: $4,000
def. Randy Costa: $3,500

Sponsorships

For the first time, the UFC released a photo of the Octagon match which featured its core sponsors as well as the Cinemax series Warrior.  In addition, in the Octagon was Pari-Match, the international sports betting site sponsor of the UFC.  Also, convenience store RaceTrac shared space on the Octagon with Monster Energy.

The sponsors on the mat were as follows:

Monster Energy: Official Energy Drink of UFC

Modelo: Official Beer of UFC

P3: Official Protein Snack of UFC

Devour: Official Frozen Food of UFC

Nemiroff: Official Vodka of UFC

BODYARMOR: Official Sports Drink of UFC

Warrior: The new original series from Cinemax, premiering April 5

Poker Stars: Official Gaming and Poker partner of UFC

UFC 236 takes place in Atlanta, Georgia at the State Farm Arena.

UFC partner, Heed, offered data on the strikes of UFC competitors via sensors in the gloves of fighters. This was explained during a part of episode 3 of UFC Embedded.

The Embedded events were sponsored by the video game Fallout 76.

Odds and ends

It was the first time that ESPN+ became the sole PPV provider in the U.S.  and it came with headaches for many that decided to make the PPV purchase last minute.  Many were directed to a page that indicated they could not purchase the PPV.  Dana White acknowledged the issues and promised that it would be better by the next PPV.  Another critique of the UFC PPV.  No rewind.  Also, if you missed a portion of the PPV, you could not immediately turn back to the beginning.  Instead you had to wait for the full replay to be uploaded on the web site.  Finally, one last critique is that ESPN + was noncommittal about how long you could view a broadcast after purchase.

ESPN ratings for the Prelims were yet to be released at the time of this post but one might them to be north of 1 million viewers.

Kelvin Gastelum actually took off his fight shorts in his hurried rush to take off his sweats for the Octagon and had to put them back on before entering the Octagon.

With the main and co-main event being so good, there were some outstanding performances that did not receive the official bonuses.  This includes Brandon Davis, Khalid Taha, Nikita Krylov and a revamped Khalil Rountree.

From December, Max Holloway has his own Reebok, “It is what it is, headband.”

Shaq was a notable attendee at UFC 236 as he was shown in the crowd during the PPV.

There were over 1 million google searches for UFC 236 although the number may be misleading as some of these numbers are likely due to the inability to order the PPV.

The UFC marketed the co-main and main event with a Game of Thrones-inspired theme with the popular HBO series returning.

Rich Franklin was announced as heading to the UFC Hall of Fame this July.

Conclusion

We would normally give a buy estimate for this PPV but it’s highly unlikely that ESPN releases any numbers related to the buy rate of UFC 236.  If one had to give an educated guess, I would suggest that despite the buy problems for many fans, it still draws 425,000 PPV buys which is very good.  Adesanya is a rising star in the company and Poirier will get more notoriety as he should face Khabib this fall.

UFC releases photo of sponsors on the canvas for 236

April 12, 2019

The UFC has released a photo of the canvas for UFC 236 on Saturday.  Buffalo Wild Wings is the only non-Official UFC sponsor on the Octagon mat.

Per the UFC release:

Monster Energy: Official Energy Drink of UFC

Modelo: Official Beer of UFC

P3: Official Protein Snack of UFC

Devour: Official Frozen Food of UFC

Nemiroff: Official Vodka of UFC

BODYARMOR: Official Sports Drink of UFC

Warrior: The new original series from Cinemax, premiering April 5

Poker Stars: Official Gaming and Poker partner of UFC

UFC 236 takes place in Atlanta, Georgia at the State Farm Arena.

Payout Perspective:

It is Devour’s first time as a sponsor for a UFC PPV.  Also, Buffalo Wild Wings gets a slot on the mat.  One would expect similar signage on the posts of the cage which may include Monster Energy sharing a post with a convenience store.  The release of the sponsors pre-PPV is a new thing by the UFC and it seems like another way to help support its sponsors.

PFL secures global partnership with Anheuser Busch In Bev’s Estrella Jalisco

March 13, 2019

The Professional Fighters’ League announced a multi-year global partnership with Anheuser Busch In-Bev’s Estrella Jalisco brand. It will be the Exclusive Beer Partner of the PFL.

Via PFL press release:

As the Official Beer of the PFL, Estrella Jalisco has global rights to use PFL logos and “Official Partner” branding for advertising and promotional usage, including pass-through branding rights for promotions with on-premise and retail channel partners. ABI and the league will also collaborate on exclusive content across digital platforms.

Estrella Jalisco logos will be featured in and around the cage and on signage in and around the arenas. PFL regular season action returns to New York and New Jersey, with mini residencies for PFL 1-3 at NYCB Live, home of the Nassau Veterans Memorial Coliseum on Long Island, and PFL 4-6 at Ocean Casino Resort in Atlantic City, N.J. This season, the PFL will be introducing the PFL Cageside Club, a new VIP floor level experience for fans, which will prominently feature the Mexican beer.

Payout Perspective:

Interesting sponsorship development when you consider that the UFC and Modelo forged a deal for it to be a sponsor for the promotion.  Anheuser-Busch In Bev is the parent company of Modelo.  Thus, the company’s beers will be seen on ESPN through the two MMA promotions.  The partnership with the PFL was likely secured with the ESPN deal.

Report: UFC sponsorship revenue up due to new deals with companies

March 12, 2019

Last week’s Sports Business Journal included a report by Terry Lefton about the UFC’s 25 percent increase in sponsorship revenue largely championed by new deals signed by the company.

Coming in with a heavy debt load after WME’s acquisition of the UFC for approximately $4 billion, the new owners felt pressure to produce.

In speaking with the UFC’s senior vice president of global partnerships Paul Asencio, the UFC’s partnerships with Modelo, Kraft Heinz (for its Oscar Mayer P3 “official protein snack” and Devour as “official frozen food”) a global rights deal with Nemiroff Vodka, an official poker partner in PokerStars and a large renewal with Monster Energy have helped the company with the increase in sponsor revenue.  In addition, it has forged deals with Motel6, Trifecta Nutrition, Blackheart Premium Spiced Rum, Van Heusen and BodyArmor all since the company was purchased by WME.

Certainly, the UFC has worked on brokering more partnerships with bigger brand companies and segmenting some of its sponsors to cater to different regions across the globe.

Payout Perspective:

There are still more categories for the UFC to fill with sponsors including automotive, insurance and gambling/sportsbooks which all should garner lucrative deals for the company. In addition, the report includes the possibility of looking into the CBD oil category from cannabis business as that industry is starting to grow. The partnership with ESPN will help attract new partners as well.

UFC announces “Official Frozen Meal of UFC”

February 28, 2019

The UFC has announced an “Official Frozen Meal of UFC” with Devour joining the company’s stable of sponsors. The press release included the official announcement that Oscar Mayer P3 Portable Protein Pack as “Official Protein Snack” of UFC.
Both sponsorships are new and mark exclusive sponsorship categories for the UFC.

P3 made its debut as a UFC sponsor in 2018 and has since been in signage during UFC events as well as on fighter kits.

Via UFC press release:

DEVOUR™ launched in 2016 with the mission to shake up the frozen aisle by taking an unapologetic stand for mouthwatering, craveable frozen foods. Over the past 3 years, DEVOUR™ has successfully built awareness with its bold and disruptive approach to communications, which has fueled its rapid growth in popularity with consumers. The brand offers frozen meals, frozen sandwiches, and instant bowls, which are widely distributed in retail grocery and convenience stores across the country. Similar to Oscar Mayer P3’s strategic partnership with UFC, DEVOUR’s™ collaboration with UFC will focus on reaching the loyal MMA fan base that comprises key demographics, including millennials, early adopters, and trendsetters.

Under the terms of the expanded partnership, both Oscar Mayer P3 and DEVOUR™ will be integrated extensively into select UFC live events, highlighted by a branded presence inside the world-famous Octagon®; custom integrations throughout UFC’s telecasts; in-venue activations; unique social media campaigns; custom content pieces, and Fight Week and Fight Night integrations.

In 2019, both Oscar Mayer P3 and DEVOUR™ will launch dedicated UFC products at select participating retail locations across the country. An exclusive Oscar Mayer P3 product line will feature co-developed product nutritionals focused on workout performance, certified by the UFC Performance Institute®, along with the integration of UFC-themed packaging. DEVOUR™ will also leverage UFC marks on various product offerings.

In addition, the Oscar Mayer P3 and DEVOUR™ brands will be further integrated with UFC through dedicated custom content pieces. Oscar Mayer P3 will leverage UFC fighter talent within an original series produced at the UFC Performance Institute in Las Vegas, highlighting the importance of protein in an athlete’s preparation and daily routine. DEVOUR™ will integrate into Dana White: Lookin’ for a Fight program, featuring unique DEVOUR™ marketing placements and mentions.

Payout Perspective:

The UFC is making a big push in populating categories of sponsorship that never existed. We will certainly see Devour this Saturday at UFC 235 as the brand makes its debut. P3 has been a part of UFC events as well including on the Reebok fighter kits. One can expect more activation from sponsors as the UFC events continue throughout this year.

Modelo chooses Brian Ortega for “Fighting Spirit” commercial campaign

February 28, 2019

Brian Ortega will be the featured UFC athlete in Modelo’s “Fighting Spirit” commercial campaign.  Despite coming off a loss to Max Holloway this past December, the official beer of the UFC chose T-City to be a part of their latest marketing drive.

Heavyweight Stipe Miocic was featured in the first “Fighting Spirit” campaign this past summer.  It was the first activation by Modelo with a UFC athlete.

And if you follow social media, you can see UFC fan Halle Barry likes Ortega too.  She has asked him to train her for an upcoming movie role according to the actress’ twitter.

Payout Perspective:

The featherweight is said to be eyeing a matchup with Jose Aldo later this year which would be a really exciting matchup.  The new activation spot reflects how the UFC is seeking more of an active role with its sponsors and contracted athletes.  Notwithstanding his loss, Ortega’s backstory which was outlined extensively by ESPN (another UFC partner) likely helped secure the spot for T-City.  You might describe this as corporate synergy.  Or…something else.

Payout Perspective: UFC debuts on ESPN

January 22, 2019

Welcome to a special edition of Payout Perspective.  We take a look at the UFC’s debut on ESPN and ESPN+ this past Saturday at the Barclay’s Center in Brooklyn, New York.

Cejudo KOs TJ in R1

Henry Cejudo may have saved the UFC Flyweight Division as he knocked out T.J. Dillashaw to retain his flyweight title.  Cejudo stunned Dillashaw with unassuming punch which knocked the bantamweight down. From there, Cejudo swarmed Dillashaw and the ref stepped in.

From first look, I thought that this was a quick stoppage as they usually allow a little more action for the fighter to recover in championship matches.  But after watching again, with less than a minute gone by in the round there was no way that Dillashaw could have held on and/or recovered.

Cejudo becomes the first champ to receive the new (and maybe controversial) UFC redesigned belt.  He also received props form Nikki Bella which may have been the biggest payoff. While Joseph Benavidez may be the next in light in the flyweight division, its clear that Cejudo would like to take this momentum and challenge Dillashaw for his 135 pound title.  One would think that Dillashaw will want a rematch as he claimed that the stoppage was too soon.

Hardy DQ’d in UFC debut

It was a controversial decision to have Greg Hardy fight on the ESPN debut.  It drew even more raised eyebrows when the UFC put him in the co-main event of the evening especially when you had Paige Van Zant and Donald Cerrone and Alexander Hernandez on the card as well.  Yet, Hardy faced Allen Crowder in a Heavyweight matchup.

While the imposing Hardy may have intimidated on the regional scene, it was Crowder that taunted the former football player.  But it was a knee to the head of a grounded opponent which, as Daniel Cormier described was “very illegal.”  There was no way for Crowder to continue after the knee and it was a disqualification.

Inauspicious debut for Hardy although the UFC does see something in him.  He is still a controversial figure considering his lack of contrition for his past domestic violence past.  We shall how the UFC books him in the future.  One thinks he will be a “Fight Night” athlete until he gets some more seasoning.

Attendance, Gate and Bonuses

The Barclay’s Center drew 12,152 fans for a gate of $1.23 million.  The last big UFC event at the Barclay’s Center was UFC 223 in April which drew 17,026 for a 3 million gate. Prior to that, UFC 208 in February 2017 which drew 15,628 for a gate of 2.275 million.

In comparison, the UFC’s debut on FS1 on August 21, 2013 drew 12,539 for a gate of $1.53 million at the TD Garden in Boston.  The main event was Chael Sonnen as he submitted Shogun Rua.

Pre-Fight Promotion

Having ESPN as a television partner dramatically increased the marketing and promotion of the event.  The UFC Countdown show for UFC 232 aired on ESPN and starting at the beginning of January you saw the UFC creeping into the network.  The fight library entered the digital platform for ESPN and during Fight Week there was a plethora of fights airing on ESPN2 and other networks.

Dana White did the ESPN car wash and was also on the Jimmy Kimmel Show among other outlets for the event.  ESPN+ also had a very good (if you could find it) shoulder programming featuring Dillashaw and Cejudo.

It was interesting that the criticism of having Greg Hardy and Rachael Ostovich died day during Fight Week.  This could be in part due to ESPN controlling the narrative and the airwaves and the casual ESPN media person not knowing much about the sport.  ESPN Outside the Lines did do a piece on Hardy but outside of that, there was not much else.

Sponsorships

The sponsors in the Octagon included Monster Energy sharing a post with Fastrac, Modelo, Toyo Tires, Nemiroff, Blackheart and Monster had the center of the Octagon.  ESPN+ was visible with signage in the Octagon as well.

UFC sponsor Van Heusen secured signage in the area where the corner stands outside the Octagon.  A new place for sponsors.

The prep point was given a new name and was sponsored by P3,

Also, Body Armor had all the water bottles and corner stools.

Paige Van Zant, who was dropped by Reebok prior to her fight on Saturday, picked up a new sponsor with Liv Body.

Odds and ends

Steven A. Smith on the broadcast was cringeworthy but he was not an embarrassment.  He relied on Michael Bisping and Daniel Cormier to do a bulk of the legwork when discussing the fight.  In addition, I thought Trevor Wittman did well as an “expert” chiming in on fight strategy, etc.

The pacing could have been better but it was on par with what the UFC did on Fox.  Notably, there were commercials on ESPN+.

It could have been a little confusing for fans that had to switch from the digital platform to see the early prelims, then watch the prelims on ESPN and then tune back on plus to get the main card.  Hopefully, they will avoid doing this in the future.

We’ll get to see the ratings for this event in the next day or so, although I would think it had to do well over 1 million viewers.

The lead-in to the ESPN portion of the Prelims started 12-15 minutes late.  Fortunately, the college game featured Duke-Virgina, a battle of two of the top 5 teams in the nation.  There was also an early NBA game on ABC which promoted the UFC card too.

The UFC had over 1 million google searches on Saturday which came in second to Chiefs with over 5 million which related to the Kansas City-New England game.  Greg Hardy and Paige Van Zant had over 200,000 searches.  Donald Cerrone had over 100,000.

UFC announces Motel 6 at “Official Economy Lodging Partner”

January 14, 2019

The UFC officially announced that Motel 6 as the “Official Economy Lodging Partner” of the UFC on Monday. The company logo visible in the Octagon at UFC events.

According to the UFC press release:

UFC®, the world’s premier mixed martial arts organization, today announced a new integrated marketing partnership with Motel 6, the leading economy lodging provider with more than 1,430 owned and franchised hotels across the United States and Canada.

Under the terms of the agreement, Motel 6 becomes UFC’s first-ever “Official Economy Lodging Partner,” creating a new sponsorship category for the MMA promotion. In return, Motel 6 will have a branded presence inside UFC’s world-famous Octagon® for select UFC events, including several Pay-Per-Views and a variety of ESPN and ESPN+ telecasts.

“We’re excited to join with Motel 6 to create a new partnership category for UFC,” said Paul Asencio, UFC Senior Vice President, Global Partnerships. “This new agreement strengthens our relationship with Motel 6 and allows our respective brands to work together to grow our customers in key markets.”

UFC and Motel 6 have partnered on several UFC events since November 2017.

Elevating our partnership with the UFC will enhance the visibility of the Motel 6 brand across a diverse, multi-channel sports platform,” said Lance Miceli, Chief Revenue Officer at G6 Hospitality, owner and franchisor of the Motel 6 and Studio 6 brands. “We’re excited for the activation opportunities to increase engagement among our guest population and UFC’s substantial fan base.”

Additional partnership activations will include in-venue commercials, branded integrations in select UFC Pay-Per-Views and collaborations on digital and social media campaigns. Motel 6 will also have a branded presence at several UFC Fan Experience activations in the U.S.

Payout Perspective:

The wording of the partnership keeps open the potential to have an “Official Hotel Partner” of the UFC in addition to Motel 6. The timing of the announcement makes sense since the UFC debuts on ESPN+ and UFC programming has been flooding ESPN’s networks of late. It is also another sponsorship secured under the new regime of Endeavor (WME-IMG).

UFC 232 Payout Perspective

January 2, 2019

Welcome to another edition of UFC Payout Perspective.  This time around we take a look at UFC 232 which took place at The Forum in Inglewood, California.

Jones tops Gus, calls for DC

Inside the Octagon, Jon Jones showed why you may consider him one of the best of all-time.  He thoroughly dominated Alexander Gustafsson and ended the fight by imposing his will on Gus, taking his back and reigning punches down on him to force the stoppage.

However, its outside the Octagon controversy and drama which makes people wince when they hear Jon Jones and USADA.  Moreover, the outright falsehoods and mistruths spewed by the people in control of the promotion makes you want to take a shower to clean off the grime of their words.

Jones made it clear he wants Daniel Cormier and it seems like the most logical fight to make.  While Anthony Smith and Corey Anderson made their overtures to the Champ, it’s clear that Cormier would be the fight that would draw most interest.

Nunes stops Cyborg, becomes double Champ

Amanda Nunes has now stopped, Miesha Tate, Ronda Rousey and Cris Cyborg.  The latter two Nunes stopped in the first round in impressive fashion.  Perhaps the KO of Cyborg was more impressive considering she had not lost since 2005.  Nunes used her superior speed to stun her with some big shots.

Nunes is now the Women’s Featherweight and Bantamweight champions.  The question is how it will market Nunes.  A lot of online debate took place over why the UFC has not marketed Nunes in the past.  It’s clear that she is the best women’s UFC athlete of all time despite the mainstream notoriety of Ronda Rousey and the dominance of Cris Cyborg.  It seemed as though the demolition of Cyborg validated UFC’s greatness.  Cyborg was the once-feared women’s MMA fighter that was too big and skilled for most women.  But, Nunes’ speed, accuracy and punching power proved too much for Cyborg.

Attendance, gate and bonuses

Despite the short notice, the event was a sell out with 15,862 for a gate of over $2 million.  To be specific, the gate was $2,066,604.  The Fight of the Night went to Chad Mendes and Alexander Volkanovski.  The Performance Bonuses went to Ryan Hall and Amanda Nunes.

The event was moved earlier this week from the T-Mobile Arena in Las Vegas to The Forum in Inglewood, California for Jon Jones.

Notably, UFC 199 drew 15,587 for a live gate of $2,1687,675 in June 2016.  The fight featured last minute replacement Michael Bisping winning the middleweight title from Luke Rockhold.

Lance Pugmire indicated that his sources said that the attendance would be soft.  But that was not the case.  Let’s read these tweets as this occurred within 30 minutes.

Next tweet from Lance in which the UFC gets to him.

There was also this…

And then after the event…

Payouts

There were 10 fighters that grossed over six figures for UFC 232.  It was topped by the headliners splitting $1M a piece.  $500K for Gus and $500K for Jones for those that were unaware.

Of those clearing six figures, Andre Arlovski ($300,000), BJ Penn ($150K) and Carlos Condit ($115K) are well-paid fighters that aren’t living up to their pay scale at this time.  Chad Mendes, who just came back from a USADA ban, made $87K plus $50K for Fight of the Night.  But then stated he would retire.

Sponsorships

Perhaps the most noticeable for UFC 232 was a new “cryptocurrency sponsor” Litecoin.

Also, of note PokerStars continued its sponsorship and it appears it will be the official fight odds for the UFC.  Pari Match, an overseas book for the UFC, was also present in the Octagon.

There were a lot of sponsors in the Octagon for this end of the year event.  They included Monster and convenience store AM/PM sharing a post.  Another post included Pari Mutual, Toyo Tires, TriFecta Nutrition, Nemiroff Vodka, EA’s UFC3 video game, Modelo, Metro PCS, P3, Air Asia, Pari Match, Harley Davidson, Poker Stars, the movie “Happy Death Day 2U,” and Monster had the center.

It was announced that TriFecta Nutrition would be used in helping athletes with its nutrition.  P3 also appeared on the fighter shorts.

Nemiroff is spending a lot on its UFC sponsorship from the outset.

Cyborg signed an individual deal with Monster Energy.  Jon Jones also was sponsored by Monster Energy.

It was interesting to note that Amanda Nunes had to place tape over her headphones (likely Beats) because the UFC has Monster Headphones as its sponsor.

Ratings

The UFC Weigh-Ins drew 123,000 viewers on FS1.  The UFC Countdown Show on ESPN2 Friday drew 99,000 viewers.

The UFC Pre-fight show on FS1 drew 198,000 viewers according to Nielsen (via ShowBuzz)

The UFC Prelims scored just its second rating over 1 million when the UFC 232 Prelims drew 1.148 million viewers.

The UFC Post Fight Show on FS1 drew 227,000 viewers.

Odds and ends

$6 Million.  The amount that Dana White claims the UFC spent to switch the event from Las Vegas to Inglewood, California.  One has to wonder when they put a deposit on the building.  Or, does the UFC have a practice of securing other sites just in case.

As the UFC begins its partnership with ESPN, the Worldwide Leader aired the UFC 232 Countdown show on ESPN2.

With Carlos Condit taking on Michael Chiesa, I noticed that both fighters had cats on their right oblique.  Chiesa had some new ink with a Tiger and Condit has had his lion on his side for some time.

UFC announced a lot of original and new content for UFC Fight Pass in 2019.  This includes a gambling show which will be interesting to see how that goes.

Notably, Chuck Liddell was in attendance at UFC 232.  White had revealed Liddell’s pay in a Kevin Iole article earlier in the month, but I guess there is no hard feelings when you are comped tickets.

Anyone else notice that Conor McGregor’s Proper Twelve Whiskey was a sponsor and ran commercial during the PFL’s Championships on New Year’s Eve.

Cris Cyborg was a champion in defeat as you can see with the troll job of Ronda Rousey. She took the KO in stride and congratulated Nunes for her victory.

The UFC announced its events for the second quarter of 2019 and there’s a lot of them.  Most on ESPN+

There were over 2 million google searches on Saturday night for UFC 232 which was behind Alabama vs Oklahoma in North America.  Jon Jones vs. Gustafsson drew 200,000 searches the same night.  Cat Zingano had an additional 100,000 searches likely due to the toe poke she received.

Conclusion

It was a strong ending for the UFC on FS1 with over 1 million viewers and the google searches on Saturday looks as though there was above average interest in the event.  Whether it was due to Jon Jones’ issues or the title fights, UFC 232 probably made out well even though the last minute change of venue really hurt fans.  I would expect a buy rate of between 350-375K total buys including traditional and digital.

 

 

Reebok parts ways with PVZ

January 2, 2019

With ESPN’s first UFC event happening on January 19th, one of its headliners made the announcement that Reebok has decided not to renew her contract with the company.

Paige VanZant makes her return to the Octagon at the Barclay’s Center in Brooklyn on Saturday January 19th against Rachael Ostovich.  But she announced on her Instagram that the Official Clothier of the UFC has decided not to renew her individual sponsorship.

PVZ was one of the few UFC athletes to receive an individual sponsorship in December 2014.  But it appears that the 4-year contract came and went without a renewal.

 

View this post on Instagram

 

A post shared by Paige VanZant (@paigevanzant) on

Payout Perspective:

Despite being out of action since January, the decision for Reebok not to renew her deal seems curious considering she has been popular in promoting the brand and the UFC.  It might be that Reebok is deciding to go another way with sponsorships or they just didn’t see PVZ adding value to their brand.

Next Page »