The Sports Business Journal (subscription required) reported some recent findings from a compilation of surveys which compared the UFC with other major sports properties. It provided some reasons why certain sponsors partner with the UFC.
The survey indicated that UFC fans are the most likely to have purchased consumer electronics in the past 12 months. In order of priority, UFC fans most likely would buy: 1) a video game system, 2) an HD television, 3) computer/tablet and 4) a smartphone.
In an interesting category, UFC male fans are the most likely to purchase grooming items such as body wash, deodorants, non-disposable razor blades, disposable razor blades and after shave. The UFC is first in this category followed by the MLS, NHL, MLB, NASCAR and NCAA Basketball in that order.
UFC fans are the most likely to eat at QSRs “Quick-Service Restaurants” more than NASCAR, NBA, MLS and NCAA Basketball. QSR Pizza places (e.g., Papa Johns) were most popular among UFC fans.
The survey found that UFC fans were most likely to purchase spirits. It was number 1 for whiskey, vodka and rum sales. The NHL, MLS and NCAA football were next.
Finally, UFC fans were the most likely to shop at convenience stores. NASCAR, NHL and the NBA followed.
Payout Perspective:
Some revealing things in this survey. First, the men’s grooming products is a little surprising out of all of the results. But, we do see Gillette, Headblade, Axe and other men’s grooming logos on fighters. Based on this survey, one has to wonder why the UFC does not have a partnership with a QSR. Boston Pizza had a deal with the UFC but that was in Canada. The information on convenience stores (e.g., 7-11, AM-PM Mini Marts) is likely one of the reasons why you see Corn Nuts as a sponsor. It would be interesting to know if the UFC has reached out to some companies within these segments for partnerships. Moreover, UFC fight managers probably have utilized this information (or will now) to solicit companies about potential sponsorship opportunities for their representation.
QSR’s dont like the image UFC. Probably will never change
Every time I go on MMAJunkie I have to answer some random survey question. Now I know where the information goes.
So UFC fans are tech savvy, well-groomed, fast-food junkies and they get their groceries (when they’re not eating fast food) at convenience stores. That seems fairly random to me.
Grooming items? Lol