Georges St. Pierre’s manager, Shari Spencer recently spoke about the future and direction of GSP’s brand.
In her two part interview with Tapology.com, she addressed GSP’s Octagon future (Part I) and the past, present and future of the GSP brand (Part II).
Via Tapology.com:
While most fighters–and their management teams–would be more than satisfied with a sponsorship package as prestigious as St-Pierre’s, Spencer said she is constantly working to push her client into new marketing spaces. In effect, she is turning GSP into a brand unto itself. Asked what she had planned for the immediate future, Spencer revealed their move into the world of fitness instruction and fitness equipment.
Spencer stated that GSP shot still photos for Under Armour and Gatorade is planning a commercial for GSP in 2011. She also spoke about GSP’s new sponsor, Mission Skin Care, a skincare product developed for and by athletes.
Even though she concedes that Brock Lesnar is the king of UFC PPV buys, Spencer’s goal is to have GSP surpass Lesnar.
Civil and even-handed in her delivery, Spencer understands the prestigious position Lesnar occupies as the undisputed king of the mainstream MMA market, but, as she hinted, the gloves are officially off in this battle. Some fans and analysts might balk at the prospect of a French Canadian welterweight topping an American heavyweight superstar as a top draw and crossover figure; then again, few could have predicted St-Pierre’s position alongside Tiger Woods and Michael Jordan in the Gatorade stable of athletes.
Payout Perspective:
It is clear that Spencer drives the GSP brand and the goal is to garner GSP mainstream appeal. Through Spencer’s help, GSP has been more visible in the media. In September, the NY Times wrote a Style section piece on GSP and his trip to Fashion Week. Spencer alluded to his recent trip to the Philippines where he was overwhelmed by the Filipino response. He is also willing to do self-deprecating humor.
Unlike Lesnar, GSP is willing to market himself and try new things in an effort to expand his brand. Does this equate into bigger PPV numbers than Lesnar? Only time will tell. The Lesnar draw may decrease since he was soundly defeated by Cain Velasquez. But, a third fight with Frank Mir may reinvigorate interest.
For, GSP, only a fight with Anderson Silva could draw the type of PPV buys that could surpass Lesnar. But can he sustain that level of interest?
I believe Spencer downplays the influence Chuck Liddell has with the mainstream media. Liddell has been on the cover of ESPN, was a contestant on Dancing with the Stars, played in the World Series of Poker, and made a cameo in the HBO series Entourage as well as various other appearances. I would consider Liddell as the UFC’s first crossover star.
But, I believe Spencer is handling GSP’s brand differently. It seems like they are being more strategic in the brands he associates his name with to protect his image.
mmaguru says
I don’t believe any fight with GSP will surpass Lesnar’s drawing power. Sure he seems to be able to market himself beyond any other fighter with respect to mainstream brands, but he’s not as popular as Lesnar, not by a long shot. Judging by the lack of comments on this post (pretty much the trend on most MMA sites), it would appear that no one really cares about GSP in the MMA community. Playing it safe and saying all the politically correct things may make his brand more dependable to blue chips, but in the long run as soon as he loses the belt his stock will drop fast. It is an interesting experiment, but at the end of the day he’s still a cage fighter.
jv says
The unbeatable monster Brock Lesnar sold like crazy. The real Brock Lesnar I think not so much. I can’t see Lesnar vs Nelson out selling Koscheck vs GSP. If we get GSP vs Silva that will probably out sell any thing that Brock can put up any more.
You don’t see 800,000 post threads on GSP in forums because there really isn’t much that is controversial about him. But that doesn’t mean the man isn’t a walking cash register.
mmaguru says
Interesting JV,
What were his last 3 PPV buyrates (minus the one’s with Brock in them). I’m not debating your point of view, just curious to see what type of drawing power he has. I know he draws big in the Canadian market (especially Toronto), but what about elsewhere?
mmaguru says
Did a quick search, looks like the last 2 did near 800 K buys. December will be interesting. The card has one big fight on it only, so we’ll see what he can do.
Jean-Claude St-Jean says
I would like to see George St-Pierre doing community work in the fight for cancer I have a great motivation to talk to George about it can anyone give him the message. It’s all about fighting well cancer would be a good promotion and George would captivate people for a good cause phone 226-820-2700.
PS i’m fighting cancer myself in a hospital in Kitchener Ontario and it takes lots of work and lots of mental training
So George if your up to the challenge call me and we will talk. mon Nom est Jean-Claude St-Jean (St-Pierre et St-Jean Fighting cancer)