Issue 103

July 2013

The UFC is currently tracking the impact and effectiveness of its brand globally with the help of Repucom, a US-based sports marketing research company.

Repucom, that has entities such as the NFL and ESPN on its client list, is reportedly assisting the UFC in gauging its worldwide expansion via avenues such as broadcast auditing, fan research and sponsor evaluation. The partnership, which was officially announced earlier this year, also involves video game and online research as well as studies relating to the UFC’s television programming.

The Las Vegas promotion has been making a concerted effort in recent years to develop its global footprint, holding first-time events in China and Sweden last year.

Also counted amongst Repucom’s customers is Manchester City soccer club of the Premier League, the former employer of Garry Cook, the UFC’s executive vice president of Europe, Middle East and Africa. Cook was appointed in September last year.

5

In April, Invicta FC 5 sold the most pay-per-views in Ustream history. Official figures were not released.

Online model sustainable for Invicta FC, says CEO 

Invicta FC head Shannon Knapp recently stated the company’s uncommon online-only pay-per-view broadcast model can keep the company afloat. The company is continuing to search for a broadcast partner, but in speaking to MMA Junkie Knapp said the promotion could sustain itself broadcasting purely online.

Invicta currently charges viewers just USD$9.99 to stream fight cards live online, having originally started airing events for free. Many organizations across the world stream events online for free or little charge, but usually as a supplement to a television platform in their area. Such was the demand for Invicta’s first pay-per-view event, in January this year, the Ustream service was overwhelmed, causing broadcast issues which forced Invicta to offer free access to the stream.

Rallying/Crashed: The MMA business can be cruel and kind

Rallying: Pretoria

Originally founded about five years ago by successful businessman Ruy Drever, Brazilian MMA apparel and equipment brand Pretorian has skyrocketed in popularity, securing endorsements with UFC champions and becoming an official UFC sponsor. Earlier this year you voted it ‘Best Technical Equipment’ at our World MMA Awards.

Crashed: One more round

Unseen in the Octagon for several years, clothing brand One More Round was worn by the biggest names in the business during its 2008 to 2010 peak. It even produced several cutman vests, including one for ‘Stitch’ Duran. Despite its Octagon absence, OMR released 2011 and 2012 lines of Manny Pacquiao T-shirts.

170%

Pretorian enjoyed revenue growth of 170% in 2011, according to CEO Ruy Drever.

Industry jobs

Who: Robbie Stein

Role: Founder of FundaFighter.com

Info: FundaFighter is a crowdfunding solution for mixed martial artists. Robbie is a successful third-generation real estate investor and developer from Montreal who also owns Tristar Dorms and co-owns an MMA management firm.

How do you explain FundaFighter to fans?

“FundaFighter is a way for fans and fighters to connect. Crowd funding has gained acceptance throughout many different industries as a way for people to get involved with something or someone they are inspired by. Through FundaFighter, fans can help support their favorite fighters and get some great rewards in return.” 

How, when and why did you start it?

“The idea was a long time in the making. When I first discovered crowd funding in general I was enamored with it. The idea to apply crowd funding to MMA came about in early 2011 and after discussing it with Firas Zahabi (Tristar head coach), who is one of my business partners, we decided the time had come to put our ideas 

into action.”

It seems quite low cost. Does it make a profit?

“Not as of yet. We put a lot of time and effort into our profiles and into ensuring that campaigns are successful. As fans and fighters are still learning about crowd funding, we try our best to guide each fighter in the right direction and we continue to invest in marketing and PR.”

What is the biggest business lesson you’ve learned running FundaFighter?

“A phone call goes a lot further than an email.”