Issue 041

September 2008

The World Wide Web went online in 1992, a year before the first UFC. The Internet has become such an integral part of our lives it seems hard to believe that we used to follow football matches on Teletext or pay for pornography in the newsagents. These days a business without a web presence is a business that’s going nowhere.

Although it is effectively a branch of the entertainment industry, many of those involved in the first sport of the Internet age are not exploiting the new media to the max. Having a website and only listing event details on it is like hiring double-jointed twin hookers and asking them for a cuddle. Fortunately, one promoter was prepared to break out the chocolate sauce, trampoline and nipple clamps, and demonstrated exactly how to get more bucks for your bang.

Rio Heroes had a roster of mediocre fighters and low production values. They also had a DV camera, a broadband connection and big ideas. From a shed in Brazil, they streamed their version of vale tudo to the world, and the world said “Thanks very much”. Fuelled by a sensationalist viral marketing campaign, the low-rent operation achieved phenomenal numbers. Rio Heroes 12 reportedly pulled 1.9 million viewers.

There is a ravenous horde of fans out there, waiting for someone to serve up fresh MMA. A local show can become a global event overnight. Even a tenth of the Rio Heroes audience would 

have sponsors banging down the door. 

Live streaming is not rocket science. Uploading video to Youtube is even easier mass exposure. Realistically, mobile phone footage of most fights ends up on there anyway. A cameraman with a shaky hand, yelling “Smash him Dave” does not portray your product in a positive light. Better to whack up your own, quality images as soon as possible.

It is also in the interest of gyms and fighters to promote themselves in cyberspace. Right now, Kung Fu Panda-influenced people are surfing the net looking for a place where they can get fighting fit. Plenty of them don’t really know what MMA is. If they had the chance to see a five-minute clip of what goes on in your classes, you may well get a new recruit. 

Fighters need to hit the information superhighway too. There is no promotion and relegation in MMA. Fights happen because they can be sold. The guys who have been on The Ultimate Fighter keep getting booked because punters know their faces. If you own a computer, you have the means to reach more people than the most powerful media magnates could in the 1980s. You can either sit back and wait for the call or get your face out there.

Despite being a mid-level fighter, Jason ‘Mayhem’ Miller has become one of the biggest names in the sport by plugging himself online. A blog or simple website can keep people informed on what you’re up to and feed the MMA press. 

A more ambitious team could put together regular video updates, with quick interviews and training reports: your own homemade version of The Ultimate Fighter. Every subscriber increases your value in the 

eyes of sponsors and promoters.

Recently, one fighter highlighted the power of the Internet. Jeff Monson, former UFC title challenger and one of the finest grapplers in MMA, had dropped off the radar. The forgotten man of the heavyweight division simply uploaded a 24-second video and became a hot property again. 

How? Monson called out Kimbo Slice. The Florida slugger has graced the cover of ESPN magazine and headlined the first MMA show on US network TV. In terms of skill, he’s light years behind Monson but, thanks to his famous home movies, Kimbo is the Man. No-one saw Monson win his gold medal at the FILA World Grappling Championships. Millions have seen Kimbo’s sloppy backyard brawls online. To get a chance of beating him, Jeff Monson had to join him.

If a tree falls in the forest and it is not hyped and featured online, it may as well not have bothered. Dedicated, hardworking athletes are passed over. Those who shout loudest get more exposure and bigger pay days. 

MMA has the most IT-savvy fan base of any sport. The lack of mainstream coverage means 

that we have been forced to search for action online. We’re used to getting stuff in hours and for free, so we won’t wait for DVDs any more. We want to learn more about the sport. We want to find out more about fighters, learn about their lives and training, with regular updates. To keep us satisfied you must embrace the Internet and interact with us. 

These are the new rules of the fight game. If you’re not handy with a laptop, you may as well get out now.