The Sports Business Journal (subscription required) reports that last month Dana White and UFC senior vice president of production and operations Craig Borsari began work to create non-UFC sports programming in hopes of it landing on Fox Sports.
Although nothing specific was provided, White said the programming would resemble the “Countdown” shows it does to hype PPVs. The initial plan appears to have a UFC production staff in Vegas and establish a new group in Los Angeles.
The UFC has worked with Fox on the look of its broadcasts since it came aboard in 2011. Although each is known for controlling most aspects of the broadcasts, it seems that both sides have been able to work together. The UFC did away with its original opening, nixed prelim walkouts and allowed new camera angles. White is notorious for wanting control of all aspects of the UFC shows. This was exemplified when he was turned off by Showtime execs for not taking input from him on a Strikeforce event. Although maybe not the last straw in its relationship, it was probably one of the reasons that the UFC-Showtime relationship ended after the demise of Strikeforce.
No word as of yet when, and if, the UFC will begin producing non-UFC content.
Payout Perspective:
The need for content on its networks and the fact that the UFC has proven itself to be an asset on the new FS1 and FS2 has given the UFC an opportunity to expand. The UFC should learn from the WWE’s failures in expanding into “entertainment” and work with industry pros rather than go off on its own. The report doesn’t give specifics on what type of “non-UFC” content it is looking to produce, but it can be a great opportunity for the company as the expansion of the production arm could aid the UFC’s bottom line.
Dana has been a control freak over UFC production in the past. But I think that was more due to the deal on the table with those networks. I think the deal the UFC has with Foz has showed White they are committed to the long term growth of the UFC and not just milking it for a quick buck. Something we pretty much knew all the other networks were wanting to do.
I understand the issues the WWE has had with expanding into other forms of entertainment. BUt I believe much of their issues stems from already having a very large fan base and stars already established. There wasn’t much benefit they could get with some of their movie choices. The UFC, not being scripted and fighters having short shelf lives, has more trouble creating stars and when it does it takes 95% of the stars career to get his name out. The UFC getting into other ventures could make it much easier to create mainstream stars and also get the stars name out there much earlier in their career. Also I think the WWE has already found the peak of their popularity. Their reach is limited with more of a stigma to those who do not follow it. The UFC still has potential growth. If not to the direct fan base it could at least have big stars and grow its mega events like Boxing has. Boxing shows the growth for big stars and mega fights is out there.
@ BS
The UFC has failed to create stars in recent years, which is why its growth has stopped. The last UFC on FOX event only did 2 million viewers, and that’s network TV we’re talking. The potential is out there (FOX 1 did 6m) but the UFC is not capitalizing on it.
The biggest starts of TUF (which is at a ridiculous 18 seasons now) all came from the first few seasons, season 1 bringing the most. What happened? Think about the mega-stars in the UFC:
1) GSP … established stardom with UFCS peak long ago
2) Brock… done, retired.
3) Now we drop down a few levels…. Anderson, Jon Jones, HWs titles, and the guys who bring in 500k ppv buys are so.
Yea there’s “potential” but the UFC needs to act now to maintain popularity because its declining with lack of new stars. The only mega star in the UFC wins titles via 5 rd. decision, and that will start getting old if it hasn’t already.
It’s on the decline……
Where did the $300 million dividend for Zuffa go?
as a boxing fan but i also like ufc. ufc is now holding 30 or more events thats a sign of growth… at least to me it is.
* a year
Leon
It has always been hard for the UFC to create stars. I think they have actually gotten credit for creating some that they didn’t really create. Most of the biggest UFC draws were the top guys when the UFC blew up from TUF. All the new fans piled on the bandwagon of the only fighters they knew. Chuck, Randy, Forrest. From there those fans spread out onto other fighters. But no single fighter really could pull all those people back to a single bandwagon to be a huge draw. GSp is more of a product of being the lone Canadian star. Doesn’t really take much creating when you are the only hope of a country. Brock brought his own built in fan base. What we are left with is a Brand that sells and a belt that sells. The buy rates of those two seem to be pretty consistent no matter who the champ is.
The reality is it is very hard to create stars in the current infrastructure of MMA/UFC. When you have a new champ. Everyone thinks he was a fluke at first. Like Weidman. Then it takes another fight to prove it wasn’t a fluke. But then a few more fights to really prove it wasn’t just a good match up. Now we are 4 fights in a title run before people start to even take notice. When the record for title defenses is like 6. That’s means even if you are one of the best of all time. Your run, peak, chance to capitalize, is almost over.
The best way to get around this is to get your fighters name out there early on. Having other ventures to push those fighters like the WWE does would go a long way into building hype. Then that hype will then be passed from fighter to fighter.
One of the things that made Chuck Liddell a huge star was his appearance on “Entourage”. I went to UFC 88 when he fought Evans. Everyone around me was teenage punks who didn’t know anything about MMA but saw him on that show. These things can be a big boost to a fighter.
Once the UFC gets bigger globally I think they will have a roster so big that guys can get more wins before being knocked off. They will also gain regional fame before being thrown to a top dog and knocked off or have a bigger fan base at the start of their title run. Making them able to be much more popular and enjoy it longer. But that is maybe 10+ years down the road.
Sampson,
The $300MM (not sure if that is an accurate number, but probably pretty close) was distributed to the owners, ie the Fertitas and Dana W. This is a common practice to monetize the owner investment without affecting ownership levels. I believe the newer loan modifications tightened the restrictions on these distributions to the owner share of taxes with financial hurdles prior to other distributions.
Dana has a large collection of Andy Warhol art which I believe he partially funded (as well as took out loans for) with a portion of his distribution. Fertitas used some of their cash distribution to fund the Station Casino reorganization.
As far as programming, the article says “Countdown like” programming, ie 24/7 type. I think they do a good job although I am not sure what other sports would benefit.
How many times does the dividend thing need to be explained to you Sampson? Too dense?
That was actually the first semi thorough explanation I’ve read… not that i was looking for it. in fact, before sampson brought it up i wasn’t aware of a dividend. surely the shieks at flash got some?
Shiek owns 10%. But I think he bought in after the dividends, His $120MM was paid to the owners (Fertitas and DW) and was not used to paid down the debt. It was a weakness in the loan structure at the time (which I believe has since been tightened).