UFC 222: Payout Perspective

March 7, 2018

Welcome to another edition of Payout Perspective.  This time we take a look at UFC 222 which took place at the T-Mobile Area in Las Vegas.

Cyborg easily handles Kunitskaya

Cris Cyborg took care of Yana Kunitskaya as the UFC women’s Featherweight champion earned the TKO victory in round 1 of their championship bout.  The former Invicta champ earned a takedown in the beginning seconds of the bout and had a couple fleeting moments of offense before being overwhelmed by Cyborg.  It was clear that Kunitskaya did not want to do anything with Cyborg’s striking and was an easy victory for the champion.

In a division that does not have many challengers, Cyborg may fight  Amanda Nunes in a “superfight” or go after Megan Anderson.

Ortega KO’s Edgar for next title shot Brian Ortega made his presence known in the Featherweight division with an impressive KO of Frankie Edgar.  The durable former lightweight champ went down for the first time.  He had never been submitted or was stopped before in his UFC career.

Ortega looked great and the high-level blackbelt also showed his striking ability.  A matchup against Max Holloway is next.

Attendance, Gate and Bonuses

UFC 222 drew 12,041 for a gate of $1,367, 672 according to the UFC.  The event took Saturday at the T-Mobile Arena in Las Vegas. The last event in Vegas was UFC 219 in December which featured Cris “Cyborg” Justino and Holly Holm.  The event drew 13,561 for a gate of $1,760,628.74.

The bonuses were awarded to Brian Ortega, Alexander Hernandez, Sean O’Malley and Andre Soukhamthath each earned $50,000 fight-night bonuses at Saturday’s UFC 222 event.

According to SeatGeek, the average resale price on the secondary market was $222.


Cris Cyborg led the list of athletes Saturday night earning $500,000.  Brian Ortega earned $100,000 plus another for his win over Frankie Edgar.  Ortega also earned another $50,000 for his KO.

The rest of the payouts via NAC:

Cris Cyborg: $500,000 (no win bonus)
def. Yana Kunitskaya: $100,000

Brian Ortega: $200,000 (includes $100,000 win bonus)
def. Frankie Edgar: $195,000

Sean O’Malley: $44,000 (includes $22,000 win bonus)
def. Andre Soukhamthath: $19,000

Andrei Arlovski: $275,000 (no win bonus)
def. Stefan Struve: $77,000

Ketlen Vieira: $60,000 (includes $30,000 win bonus)
def. Cat Zingano: $35,000

Mackenzie Dern: $50,000 (includes $25,000 win bonus)
def. Ashley Yoder: $12,000

Alexander Hernandez: $26,000 (includes $13,000 win bonus)
def. Beneil Dariush: $48,000

John Dodson: $82,000 (includes $41,000 win bonus)
def. Pedro Munhoz: $34,000

C.B. Dollaway: $92,000 (includes $46,000 win bonus)
def. Hector Lombard: $62,000

Zak Ottow: $36,000 (includes $18,000 win bonus)
def. Mike Pyle: $55,000

Cody Stamann: $40,000 (includes $20,000 win bonus)
def. Bryan Caraway: $21,000

Jordan Johnson: $28,000 (includes $14,000 win bonus)
def. Adam Milstead: $12,000

The Reebok payouts are listed here.  Notably, Edgar and Arlovski are in the rare 21 UFC bouts or more category garnering $20K.

Promotion of Event

The biggest promotional event was a joint endeavor with the city of Las Vegas and other sports helding events in the city this past weekend as the Ultimate Vegas Sports Weekend.  A “pep rally” was held at the Toshiba Plaza on the Wednesday before the fight.


Modelo, Toyo Tires, Harley Davidson, MetroPCS, Monster Energy and EA UFC 3 were in the Octagon.  Notably, Dollar General was also present in the octagon.

Just a little over a month releasing its latest version of its video game, EA has reduced the price due likely to poor sales.  During the PPV, it advertised the sale.

The movie “Hurricane Heist” was given some airtime during the UFC broadcast.


The UFC Prelims drew a respectable 905,000 viewers with the peak happening during the last quarter hour for Mackenzie Dern’s fight.  The event drew 11,009 viewers streaming.  Dern’s fight peaked at 1,076,000 viewers.

The prelim showed had a higher than normal viewership with 431,000 viewers on FS1.  The Post-Fight show drew 177,000.

Also on Saturday night, were two boxing telecasts on HBO and Showtime.  Deontay Wilder’s fight on Showtime drew an impressive 1,055,000 viewers on the network which beat out HBO’s fights featuring Sergey Kovalev.  The boxing events occurred during the PPV and did not compete with the FS1 Prelims.

Odds and ends

The biggest bit of business news coming out last week was that Amazon has signed on to stream UFC PPVs.  Similar to ordering via Fight Pass or UFC.com, it cost $64.99 and you have access to the PPV for 24 hours.

There were rumors that Conor McGregor offered to fill-in to save UFC 222.  Of course, this sounds like someone trying to stay relevant while taking time off.

Mike Pyle retired after his loss on Saturday.  A good career despite going out with a loss.

Mackenzie Dern has a lot to work on but the UFC is hoping she turns into another mainstream star similar to Ronda Rousey.

There were 7 Embedded episodes with 6 of those coming before Friday ended.  Most were done to promote potential new stars Dern, Sean O’Malley and Ortega,

Over 200,000 google searches for UFC 222 on Saturday night.  Same for Deontay Wilder.


All indications pointing toward this PPV doing between 340,000-380,000 PPV buys based on the prelim ratings, google trend searches and past history with Cyborg on PPV.  Not an exact science, but if this does mid-300s, you have to think this is a success considering that the card was built on one fight (Max-Frankie) that fell through.


UFC 221: Payout Perspective

February 13, 2018

Welcome to another edition of Payout Perspective.  This time we take a look at the UFC’s first event in Perth for UFC 221.

Romero misses weight but KO’s Rockhold

Yoel Romero missed weight which threw the main event into question.  Romero was fined 30% of his fight purse which was given to Rockhold.  The awkward stipulation was that Rockhold could win the interim title but Romero could not.  It was expected that Rockhold likely received further incentives to fight Romero.

And hopefully he did because Romero KO’d Rockhold in Round 3 to destroy his chances of winning the interim middleweight title and a showdown with Robert Whittaker.

For Rockhold, it has to be a disappointing result. One might suggest he not go through with the fight since Romero missed weight but I’m sure it was a matter of getting paid for the event.  It sounds as though he is looking to move up to light heavyweight next.

Blaydes earns decision over Mark Hunt

Curtis Blaydes earned a unanimous decision victory over Mark Hunt.  The New Zealander was the fan favorite but the now 10-1 (5-1 in the UFC) Blaydes earned the biggest win of his UFC career.  The good news for Blaydes is that he it was the penultimate fight on his UFC fight contract which means he has some leverage going into negotiations for a new deal.

On the other end, Hunt, who is still embroiled in a lawsuit against the UFC, Dana White and Brock Lesnar indicated that he would be ending his time with the UFC.

The UFC may need Blaydes.  Currently 9th in UFC rankings, the division is suffering from lack of known fighters and/or injuries.  Perhaps he is paired with another UFC 221 star, Tai Tuivasa, who defeated Cyril Asker.

Attendance, gate and bonuses

UFC 221 did well despite the Sunday morning start in Perth.  It drew 12,437 fans for a live gate of $3.6 million Australian dollars (or $2,810,520 American).

The bonuses went to Israel Adesany, Jussier Formiga, Jake Matthews and Li Jingliang.  Adesanya and Formiga earned Performance Bonuses while Matthews and Jingliang drew the “Fight of the Night.”  All received $50,000 bonuses.  There was some controversy in Jingliang’s receipt of the Fight of the Night since he eye-gouged Matthews while attempting to get out of his guillotine.  No foul was called despite calls for at least a point deduction.


Air Asia, Hudson Shipping Lines, Fetch, General Tire and Monster Energy had the center of the octagon.   I do not believe Modelo was a part of the signage for this event.

Fetch is an independent internet pay television provider.

Odds and ends

The promotion in the U.S. was minimal.  The UFC Countdown Show on Sunday night did register in the Nielsen 150 with 102,000 viewers and 0.04 in the A18-49 demo.  The post-fight show on FS1 drew 188,000 viewers.

The UFC 221 Prelims on FS1 drew 697,000 viewers on FS1.  It was the lowest-rated UFC Prelims event since UFC 216 on FX drew 653,000 viewers.  UFC 216 drew about 120,000 PPV buys.

Luke Rockhold arriving to open workouts on a camel was some Ricky Jarrett from HBO’s Ballers-type stuff.

Tai Tuivasa could be a fighter to watch out for in the heavyweight division.  Drinking out of the shoe was different.

Tyson Pedro also gave a great post-fight promo and Jon Anik was able to catch his attempt at a mic-drop.

There were over 200,000 google searches for UFC 221 on Saturday.


One might expect that this PPV to do very poorly.  Romero not making weight may have added some intrigue to the matchup.  This card would have been an interesting FS1 card but to pay $65 for the card is very hard to reconcile if you are a casual viewer.  Moreover, the fact that there is another UFC card next weekend makes skipping a PPV like this easier.  One might expect a buy rate of around 125,000.

UFC 220: Payout Perspective

January 22, 2018

Welcome to another edition of Payout Perspective.  This time, we take a look at UFC 220 taking place at the TD Garden in Boston, Massachusetts.

Miocic handles Ngannou

Stipe Miocic defeated Francis Ngannou via unanimous decision in what was an easy win for the defending champion.  Despite Ngannou’s punching power, he did not have any cardio or any type of grappling acumen to defend himself against Miocic.  This is confounding since this was the obvious test for the challenger since most of his fights are standing up.  Ngannou had no defense to the ground game by Miocic and was visibly exhausted most of the fight.

Truly a disappointing showing for Ngannou who was thought to be ready for his shot.  Obviously, he is a one-dimensional fighter at this point.  The good news is that he is still a very good one-dimensional fighter.  He just needs to extend his grasp of MMA and more cardio.

For Miocic, it truly was a very good game plan.  Even when he was not doing anything to Ngannou, he was leaning on him getting him tired.

Dana White indicated that a Daniel Cormier-Miocic fight would be a good matchup although DC confirmed that he would like to see his stablemate, Cain Velasquez get a shot by the end of the year.

For Ngannou?  Derrick Lewis, a guy who has had his own trouble with cardio was trolling the man from Cameroon last night and that might be a fun fight to see so long as it lasts just one round.

Cormier outclasses Volkan

Daniel Cormier proved that there are different levels of UFC fighter as he soundly handled Vokan Oezdimir and stopped him in the second round.  Cormier, still haunted by the ghosts of Jon Jones, gave a post-fight promo talking about getting his championship back.  Regardless of how much he tucks in his shirt to his pants and has a dad bod, he is still one of the top pound-for-pound fighters in the sport.  As he says, it’s not easy going against him.

Attendance, Gate and Bonuses

Boston fans came out for UFC 220 as the event was a sellout or close to it with the most fans-ever attending a UFC event at the TD Garden.  There were 16,015 fans in attendance with a gate of $2.45 million.  The gate was slightly less than UFC 118’s $2.8 million which had a main event of Edgar-Penn II.

The demand was down on the secondary market with the median price for tickets falling as of this past Thursday from $384 per ticket to $368 per ticket.  The get-in price on the secondary market was $136.  Ticketmaster had seats available although they were close to a sell out as of Friday.

The bonuses went to Cormier, Abdul Razak Alhassan, Calvin Kattar and Shane Burgos.  Each earned $50,000.  Alhassan and Cormier earned the Performance bonuses while Kattar and Burgos drew Fight of the Night.

Promotion of the Fight

This felt like a big event for the UFC as it tried to kick off 2018 on a high.  Embedded was front and center as the tool to promote the event via social media.  This time around, there were no sponsors attached to the event.  It did show a lot of the promotion (i.e., media obligations, ESPN interviews, appearances) in addition to the training the main camps endured.

One of the more unique opportunities was Daniel Cormier being interviewed for Complex Magazine regarding his shoe game.  As someone that is somewhat of a sneakerhead, this was a good way to tie in Cormier with a personal interest with the underlying goal of promoting UFC 220.


It was the first time that Modelo was a part of a UFC PPV.  The beer maker took over for Bud Light as the “Official Beer” of the UFC.  It was front and center during the UFC Prelims as the studio shots had the logo prominently displayed.  It was also on the canvas and Octagon posts.

BodyArmor also made its first appearance on a UFC PPV with the stools, drinks and towels having the logo.

Although no announcement has yet been made, Wish Shopping may be the next sponsor to fall in line with the UFC.  The company, which features online shopping, was one of the sponsors for The Money Fight this past August.  It also sponsors the Los Angeles Lakers.  During the PPV, it sponsored the Fighter Descriptions.

Gruntstyle.com, MetroPCS, Body Armor, Toyo Tires, Performance Inspired, Modelo, EA’s UFC 3, Monster Energy had the center of the Octagon.  7-11 shared an Octagon post with Monster Energy.   The upcoming video game also had the fighter prep point.

MetroPCS offered its Periscope analysis during the event with Forrest Griffin, Demetrious Johnson, Tyron Woodley and Cody Garbrandt.

Performance Inspired also sponsored the UFC bonus announcements.

EA UFC3 offered up the video game versions of the main event participants.

Odds and Ends

As most know, the event went up against Bellator 192 on the reboot of SpikeTV now known as The Paramount Network.

Francis Ngannou, a native of Cameroon, had some choice words for the President.  I also wrote about it here.

The weirdest news out of this week was the internet feud between Daniel Cormier and professional wrestlers, The Young Bucks.  The two went back and forth before third parties decided to be jerks and both sides decided for cooler heads to prevail.

There were over 1 million google searches for UFC 220 on Saturday.  In comparison Bellator 192 had over 200,000.

UFC 220 was $5 more ($64.99) than PPVs last year.  If you wanted the 4K version it cost $74.99.

Luke Rockhold, a training partner of Cormier, trained in Florida with Volkan which caused somewhat of a stir but for the fact Rockhold immediately dispelled a myth of a fissure between himself and DC.


The google searches and promotion of the event leads me to believe that we should see a better than normal buy rate for this event.  While UFC 219’s mid-300s was a success despite the consensus feel that it was not, look for UFC 220 to do slightly better.  Perhaps the 350-375K range.

Monster Energy renews deal to be “Official Energy Drink” of the UFC

January 17, 2018

The UFC and Monster Energy have renewed their global partnership agreement according to a UFC press release.  The renewal is a multi-year extension and continues it as the “Official Energy Drink” of the UFC.

The “M” will remain in the center of the Octagon and entrance logo placement inside.  According to the release, the brands will also work in conjunction on retail promotions during UFC events in select markets.

Via press release:

Monster’s logo will also remain prominently located on the UFC FIGHT NIGHT COLLECTION apparel of its sponsored UFC athletes. This current list includes: UFC featherweight champion Max Holloway, UFC lightweight champion Conor McGregor, UFC welterweight champion Tyron Woodley, UFC light heavyweight champion Daniel Cormier, former UFC heavyweight champion Cain Velasquez, former bantamweight champion Dominick Cruz, former UFC middleweight champion Chris Weidman, UFC women’s strawweight Paige VanZant, UFC featherweight Yair Rodriguez and UFC welterweight Donald Cerrone.

Payout Perspective:

No financial terms were released.  Its not known whether Monster Headphones will continue as the UFC’s sponsor to continue the perceived confusion.  Also, interesting to see if Monster Energy will continue working with Bellator and Rampage Jackson.  The renewal is not surprising as the UFC continues to secure sponsors for this year.  Maintaining a relationship with Monster Energy makes sense and we shall see if the companies will try to use more integration in the relationship such as using more UFC stars in Monster Energy marketing/ad campaigns.

UFC 217: Payout Perspective

November 6, 2017

Welcome to another edition of Payout Perspective.  This time we take a look at UFC 217 taking place at Madison Square Garden in New York.

GSP Returns to win Middleweight Title

Georges St Pierre looked more muscular than ever before in his foray into the middleweight division against champion Michael Bisping.  GSP looked great in the first round but it appeared that he tired.  Bisping was able to open him up with elbows from guard despite being taken down.  But, Bisping was caught by GSP.

We’ll see what happen next for GSP.  He’s not done, but could be in the middleweight division.  Of course, that puts Robert Whittaker’s position in the division up in the air.  If GSP leaves to face Tyron Woodley in the welterweight division, we could see Whittaker-Bisping.

TJ Dillashaw regains Bantamweight Title from Cody Garbrandt

In a heated fight between two former teammates, TJ Dillashaw regained his bantamweight title from Cody Garbrandt.  Cody tagged TJ at the end of the first but it was Dillashaw that got off the shot in an exchange in the second which ended Cody’s night.  Dillashaw says there will not be a rematch for now and is setting his targets on Demetrious Johnson.

Thug Rose upsets Boogie Woman

The stare-down at the weigh-ins and Joanna Jedrzejczyk’s proclamation that she was the “Boogie Woman” made me want to see this fight all the more.  The contrasts between a stoic Namajunas and the bombastic Joanna Violence led many to wonder if Rose was ready or if she knew something.  She knew something as she was able to knock down the strawweight champ twice and with the second make her tap to the strikes.  The loss was surprising to most as Jedrzejcyk looked, on paper, to have the overwhelming advantage out of the 3 title fights of the night.  Yet, Namajunas was able to outstrike the Muay Thai specialist.

If a loss were to ever be beneficial, this one helps the UFC as they can now set up a rematch between the two which could sell much better as a standalone main event for a future UFC PPV.

Attendance and Gate

Madison Square Garden produced a $6.1 million gate drawing 18,201 fans according to the UFC.  The event was the second highest gate in the company’s short history since MMA was legalized in the state.  Last year’s UFC 205 drew astronomical numbers with over 20,000 fans and a $17 million gate.

The secondary market was not as robust as last year’s November event, but still did very well.  Although tickets dropped during the week, the average resale price was still $538 as of Thursday of fight week.


There were no Fight of the Night bonuses as Performance $50,000 bonuses were given to GSP, Rose Namajunas and  TJ DIllashaw.  Ovince St. Preux and Ricardo Ramos drew $25,000 bonuses for their performances.  St. Preux stopped Corey Anderson with a headkick on the UFC Prelims while Ramos’ spinning back fist gave him the win over Aiman Zahabbi.

(UPDATED) Athlete Outfitting Policy Payouts

With 3 title fights, the Reebok payouts was more than a typical card.

Michael Bisping: $40,000
Georges St-Pierre: $30,000

Cody Garbrandt: $40,000
T.J. Dillashaw: $30,000

Joanna Jedrzejczyk: $40,000
Rose Namajunas: $30,000

Stephen Thompson: $10,000
Jorge Masvidal: $15,000

Paulo Costa: $2,500
def. Johny Hendricks: $20,000

James Vick: $5,000
def. Joseph Duffy: $5,000

Ovince Saint Preux: $15,000
def. Corey Anderson: $5,000

Mark Godbeer: $2,500
def. Walt Harris: $5,000

Randy Brown: $5,000
def. Mickey Gall: $2,500

Curtis Blaydes: $2,500
def. Aleksei Oleinik: $5,000

Ricardo Ramos: $2,500
def. Aiemann Zahabi: $2,500

Promotion of the Fight

Sponsors came out in full force for what many believed to be the biggest event of the year thus far.

Bud Light Canada produced a video and sent it out via twitter with Georges St Pierre

Body Armor, a UFC sponsor, produced bottles of its sports drink with the UFC logo.  Kobe Bryant, a part-owner of Body Armor was in town to speak at a Body Armor press conference making the sponsorship official.  Cody Garbrandt, Cynthia Calvillo, Francis Ngannou and Michelle Waterson were announced as the UFC’s BodyArmor athletes and a new UFC-geared BodyArmor flavor – Knockout Punch.

Air Asia was announced as the company’s very first “Official Airline” of the UFC.  It covers Asia and Australia so the opportunity for a domestic airline is still there.

EA Sports released the official trailer of the UFC’s next game, UFC 3.  It will be released on February 3rd and unveiled some new things to the game.  Conor McGregor will make his second appearance on the cover of the UFC video game.

MetroPCS introduced a new commercial featuring Demetrious Johnson.

The UFC provided a video of Cody Garbrandt preparing for his fight and using TriFecta Nutrition.  The company, which delivers nutritional meals includes Urijah Faber as a part of the company.

Embedded is starting to tie in the UFC sponsors as the episodes featured more Reebok kits (the fighters looked over their kits which they helped design), Body Armor and mouthguard sponsor GuardLab.


New official UFC sponsor, Air Asia, made its debut in the Octagon.  In addition, MetroPCS, Budweiser, Toyo Tires, Budweiser, Harley Davidson, Performance Inspired, Hospitals for Special Surgery, Wish, Monster Energy and Sheetz shared an Octagon post.  Monster also had the center of the Octagon.  AMC’s the Walking Dead and EA UFC 3 also were in the Octagon

Budweiser sponsored the Embedded episodes and the fighter prep point.

In addition, Toyo Tires sponsored the post-fight interviews which was on the UFC Facebook page.

Wish sponsored the post-fight interviews in the Octagon.  EA Sports UFC sponsored the GSP-Bisping fight.

Odds and Ends

UPDATED:  UFC 217 almost made it without a cancelled fight after all fighters made weight.  But heavyweight Ion Cutelaba was flagged for an out-of-competition test and his fight was nixed from the card.

The Walt Harris-Mark Godbeer fight was called off after a low-blow followed by a kick to the head.  This was the fight that was held over from last PPV after Harris took the Werdum fight.  The way it ended, Godbeer probably wishes that the fight did not happen.

James Vick tied Demetrious Johnson with the latest stoppage of a fight with 4:59 in the third round.  Vick stopped Joe Duffy as the featured fight on the UFC Prelims on FS1.

Notably, GSP is still sponsored by Under Armour as he wore the clothes while working out on Embedded.   Also, some may have noticed the branded mat at TriStar on one of the Embedded episodes.

There were over 1 million searches for “UFC 217” on Saturday which bodes well for the PPV buys.  Dana White noted that it was trending to do 1 million PPV buys but nothing has been confirmed.  Rose Namajunas had over 200,000 google searches.  Cody Garbrandt had 100,000 searches and boxer Deontay Wilder had 100,000.


With over 1 million Google Searches on Saturday for UFC 217 and Rose and Cody getting their own searches, it appears that the return to New York will be a PPV success.  I am not sure if the PPV gets to 1 million buys but it will have the best chance of the PPVs this year to hit the mark.  Look for this to do a strong 825,000-850,000 PPV buys.

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.


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.


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.

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


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.


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.


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.

Bellator announces Ortiz and Henderson at NASCAR event

May 2, 2017

Bellator announced that the company’s MMA Fight Series will take place at the Charlotte Motor Speedway on May 20th and will feature Tito Ortiz and Dan Henderson signing autographs for fans.  Henderson’s last fought in the UFC this past October as he lost to Michael Bisping in a bout for the middleweight title.

Via Bellator press release:

Through Bellator MMA, along with longstanding partner Monster Energy, mixed martial arts will be included as a pre-race activation exclusively for fans in attendance. The lineup on Saturday will consist of four MMA bouts featuring some of the best regional up-and-coming talent, with the main event prospects in consideration to be signed to a multi-fight Bellator MMA contract.

Updated Monster Energy Bellator MMA Fight Series at Charlotte Motor Speedway Fight Card:

Heavyweight Main Event: Allen Crowder (7-2, Mebane, N.C.) vs. Robert Neal (4-2, Jefferson, Ga.)

Welterweight Bout: Jeremie Holloway (8-2, Charlotte, N.C) vs. Jacob McClintock (8-2, Charleston, S.C.)

Lightweight Bout: Mike Stevens (6-3, Winston-Salem, N.C) vs. Lashawn Alcocks (6-8, Wilmington, N.C.)

Light Heavyweight Bout: Allen Bose (5-0, Jacksonville, N.C.) vs. Chris Crawford (8-5, Durham, N.C)

Notably, the Monster Energy NASCAR All-Star Race will air on FS1.  We will see if there is extra care taken to avoid Bellator signage during the telecast.

Payout Perspective:

Bellator attempted a similar collaboration with Monster Energy in 2014.  The belief is that MMA and NASCAR share the same demos.  The news comes after the Viacom-owned company apparently jumped the gun on a partnership with NASCAR last month.  The news that Henderson will make an appearance is interesting but makes sense since the retired UFC fighter has ties to Scott Coker and the company is known for having legends at its functions to do meet and greets.

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