This week ESPN debuted its first commercial with an MMA theme. The 15 second skit features UFC welterweight champion Georges St-Pierre and ESPN host John Anderson.
Payout Perspective:
ESPN is the undisputed “worldwide leader in sports” and this commercial will lend credibility to the sport of MMA. It’s certainly a step in the right direction for MMA’s pursuit of mainstream acceptance. Furthermore, when you combine the commercial with ESPN’s support of MMA Live and the recent hiring of former Sherdog and SI analyst, Josh Gross, it would appear the network is beginning to throw its weight behind the sport.
However, I wonder whether this is a case of too little, too late for ABC/ESPN. If ESPN, or any other network, is to compete in the MMA space, it will need to be aligned with the UFC and its content. Yet, Dana White commented to Broadcast & Cable a few weeks ago that ESPN may regret passing on the opportunity to become the new home of the UFC. He then indicated making progress on some sort of network television deal; something that may either complement or replace existing deals with Spike and Versus that expire in a year.
My own opinion is that the ESPN platform is superior to all other network options currently available. It provides a superb combination of local and national coverage which is supported by many other touchpoints including online, mobile, and radio. ESPN has the ear of the mainstream sports fan. I question the ability of any other potential network partner to match that reach and influence.
The video is private…
Fixed. Thanks for the heads up. I don’t know why people make those things private when 5-6 are still out there and available for all to see. Silly.
Wow. They’ve since taken another video down. It’s amazing to me that ESPN would actively take down this type of promotional content. I understand the need for consistency in dealing with copyrights, but this hurts more than it helps.