Issue 128
May 2015
In this month: MMA’s HISTORY retold through FO’s archives - May 2009
Only belt-wearers and MMA icons had a sniff of blue-chip sponsor cash six years ago
There was a time when the UFC sponsorship landscape only looked promising for a few select athletes. Today it’s the topic on the tip of everyone’s tongue with fighters at the bottom of the roster also being promised a slice of the big bucks.
Back in May 2009, Nike and Gatorade showed their interest by inking landmark deals with then welterweight champion Georges St Pierre. The French-Canadian led the charge for UFC athletes obtaining lucrative sponsorship agreements.
Rashad Evans and other top fighters also held talks with the likes of Harley-Davidson, Microsoft and Bacardi, leaving prelim card fighters in the shade. The UFC roster stood divided.
“Corporate America is no longer scared of this thing, they’ve realized just how popular it is,” renowned MMA manager Ken Pavia told FO back in 2009. “It’s a great development. For the fighters it’s been a long time coming.”
Former face of women’s MMA turned Hollywood starlet, Gina Carano, was one of the first fighters to put a spotlight on the importance of extra income. It was a view shared by her male and female counterparts.
“Whenever I’m not fighting I like to have other projects,” Carano told FO. “Fighting is my career, but I need other things to keep me busy when I’m off training or waiting on a fight.”
It’s believed the UFC and Reebok partnership, which comes into effect from July, will pay off for the entire UFC roster. All athletes are pegged to get a piece of some sponsorship dollars. Some have voiced concerns, but it’s worth remembering fighter pay didn’t always look so promising. “For the majority of fighters, sponsorships are just the icing on the cake. It’s a bonus,” said Pavia.
In 2009, the MMA community thought the sport had already edged into the mainstream. Six years later, Dana White and Lorenzo Fertitta have propelled the promotion up alongside other major sports leagues.
The impact of the new Reebok-led uniform deal on athletes at opposing ends of fight cards is still unknown. But at least everybody will get a taste of the corporate pie in 2015.
May 2009 headlines
SLAUGHTERED GOAT
Anderson Silva’s legacy may well be cast under a shadow today, after his January PEDs bust, but back in May 2009 he was close to one of his biggest victories. A bout with Forrest Griffin was gaining momentum. Many thought Silva would finally be dragged into a battle, but ‘The Spider’ embarrassed the TUF 1 champ, finishing him in round one.
SUPER REVIVAL
Six years ago, FO dubbed Mark Hunt a “wasted talent” after his submission loss to Gegard Mousasi at Dream 9 – his fifth in a row. But the ‘Super Samoan’ turned his career around. His ‘KO of the Year’ of Roy Nelson led to an interim heavyweight title fight against Fabricio Werdum at UFC 180. He tasted defeat, but a win over Stipe Miocic on May 10 will put him back in the hunt.
NOSTRADAMMAUS:
WAKE-UP CALL
New Bellator signee ‘Kimbo Slice’ first featured in the Octagon back in 2009. Planet MMA pondered whether he could turn his street-fighting skills into real life warfare, but FO columnist Gareth A Davies insisted Kimbo’s TUF 10 cameo would prove too stern a test and was in fact little more than a marketing ploy. TKO’d by Roy Nelson in his first fight on the show, Slice then went 1-1 in the UFC before he was released.
...
