Spike TV has filmed a number of trailers – including the five minute teaser of tonight’s debut episode – which feature Tito’s team adorned in Punishment Athletics gear. It’s also now being reported that the brand will be running 30 second commercial spots in select areas during the TUF 11 broadcast.
Payout Perspective:
Tito Ortiz established Punishment Athletics in 1999 as a way to leverage his in-cage reputation into an additional revenue stream – one he didn’t necessarily need to get punched in the face for. When he had his falling out with Dana and the UFC, the brand was not surprisingly banned from the octagon, but it has since been reinstated.
The appearance of Punishment Athletics on TUF 111 is interesting, because it’s the first time the UFC has allowed any sort of branded gear on the series other than Tapout gear. Why is this happening now? I’m inclined to think it was something Tito really wanted and a concession made on behalf of the UFC to get the contract signed. The two parties buried the hatchet and this was a show of good faith by the UFC.
The normal 30 second spot isn’t cheap, but the fact these spots will be shown just in specific markets makes it sound like affiliate time. What that means is that each MSO (like Comast for example) gets one spot per hour during the programs air time to advertise whatever it wishes (or sell that space to whomever). Often times these spots are reasonably affordable and especially so where MMA/wrestling is concerned.
I do not think, however, that Zuffa has bought into Punishment. Why would they? It’s not exactly a popular or even promising brand. This despite the similarities in some of the design (perhaps more a sign of Punishment’s lack of creativity than any Zuffa/UFC influence).
I do believe Zuffa has bought into Punishment. I believe i read about it when Tito was brought back. I dont think its a very large stake. BUt it would be nice to find out for sure.