Issue 049
May 2009
Numerous organisations have tried to compete with the UFC in recent years, and the vast majority of them have failed miserably. Poor management, terrible matchmaking, and a lack of experience were the reasons why the likes of the World Fighting Alliance, the International Fight League and EliteXC no longer exist today, and it is more than likely fans will see future challengers fail for the very same reasons.
Despite this, one promotion continues to thrive: Strikeforce.
The San Jose-based organisation has been getting a lot of attention recently. With impressive cards, great marketing and a solid business strategy, Strikeforce is sure to be around for a long time to come. Their success has even attracted the attention of UFC president Dana White, who oddly enough had nothing but positive things to say about the organisation and its promoter.
“I wish Strikeforce all the luck in the world,” said White in an interview with USAToday. “I have nothing bad to say about guys who are running the right promotion. I hope they do 10 million viewers on their next show.”
So what makes Strikeforce different from the plethora of promotions that have tried their hand at putting on MMA events? For one, they have a solid following in California’s densely populated Bay area. When martial arts like judo and karate first came to America in the mid-20th century, it was in the Bay area that instructors set up shop. Today, that region is full of jiu-jitsu, Muay Thai and MMA gyms, meaning that a very large and dedicated MMA fan base exists.
Secondly, though Strikeforce may be relatively new to the MMA world, their staff have been putting on martial arts events, including high-profile kickboxing and K-1 cards, for the last decade.
“Experience,” says Strikeforce representative Mike Afromowitz. “I think that’s what really separates us from other promotions. Strikeforce is relatively new, but our people have been putting on fights for a long time, all the way back to the late ‘80s with kickboxing. In 1994 we started working with ESPN, providing them with martial arts content, then we started putting on K-1 America shows in 1999. We jumped into MMA in 2006. We know how to put on good shows, and we realise it’s all about the fighters, not the company.”
The first Strikeforce MMA event was held on 10 March 2006 and, impressively broke North American attendance records with a crowd of 18,265. Unknown to most, it was also the first sanctioned MMA event to take place in the state of California. Since then, the Strikeforce team have put on 15 cards, and have even struck two impressive TV deals with broadcast giants NBC and Showtime (CBS).
“Strikeforce has grown at its own pace,” says Afromowitz. “We haven’t tried to rush things - we’ve only grown as fast as the market conditions have allowed us to. The next step of course is to get our product into a good TV time slot, where it’ll be accessible to millions of viewers who otherwise might not watch our events.”
Teaming up with Showtime will definitely help in that regard. Starting in April, the New York-based network will be airing up to a dozen live Strikeforce events a year. As one of America’s premium TV networks, Showtime has the capability of spreading the Strikeforce name across America.
Interestingly, the duo may also produce a series dedicated to showcasing up and coming fighters. According to rumors, a format not unlike that of The Ultimate Fighter series may be considered. With mega hits like Dexter, Weeds and The L-Word on Showtime’s resume, it’s safe to say that the future series is in good hands.
“Our long term goal is to make Strikeforce a household name,” says Afromowitz. “It’s no secret that the best way to do that is through television. We have some strong contacts within the TV world, which helps.”
So who’s the man with the contacts? Who’s the brain behind all these developments? That would be none other than Strikeforce CEO and promoter Scott Coker. As a life-long martial artist, Coker is a man who truly understands MMA, and is well liked by fans, fighters, and even other promoters.
“The MMA world needs more guys like Scott Coker,” says UFC president Dana White. “He puts on a good show and I think if you talked to his fighters about him, they’d all have good things to say.”
Whether or not these amicable relations between Strikeforce and the UFC can be maintained is an important question. With Strikeforce constantly growing, some expect a clash with the UFC may become inevitable. Oddly enough, it seems competing with the UFC is the last thing Strikeforce’s top brass want at this point. In fact, both Afromowitz and Coker would much rather see some future collaboration.
“I don’t think we’re in any kind of direct competition with the UFC,” says Afromowitz. “Look at the boxing business, of course there’s lots of competition, but there’s also a ton of collaborations, with different promoters working together to put on huge events. It’s all about putting on the right fights, which both Strikeforce and the UFC have been doing.”
So how does Afromowitz feel about Strikeforce putting on a co-promoted event together with the UFC?
“It would be great!” says Afromowitz. “I don’t think it would make much sense for the UFC right now though. They’re the undisputed kings of MMA, and I don’t think it would benefit them presently, but by all means, it could happen in the future. It all comes down to who’s got which fighters.”
While Strikeforce may not have as many top-level fighters as the UFC, they definitely have their own stars. Frank Shamrock, Kazuo Misaki, Frank Trigg, Gilbert Melendez and Josh Thompson are some of the most well-known names in MMA today, and all of them are regulars on Strikeforce.
Furthermore, the Californian promotion have purchased the contracts of several former EliteXC stars, including Jake Shields, Eddie Alvarez, Robbie Lawler, Gina Carano and Kimbo Slice, adding a good number of top ten fighters to their line-up.
The promotion is also in the process of developing new talent, like Sanshou world champion Cung Le. The Vietnam native is arguably one of the most impressive strikers in the MMA world today. His popularity had spread like wildfire, to the point where even Dana White has tried to court the Strikeforce superstar.
“I really want to get Cung Le into the UFC,” White said in an interview earlier this year. “He’s a good guy, I like him – someone I’ve got a lot of respect for.”
Though the middleweight may be on a long-term contract with Strikeforce, Le hopes that White’s desire to acquire him may result in collaboration between the two organizations.
“Royce Gracie (who was signed with K-1) went into the UFC to fight Matt Hughes,” says Le. “Strikeforce is willing to do a similar deal with me, but it’s up to White whether or not he wants to do that. When I first sat down with Dana, he wanted me to sign a six-fight deal. We’ll see where it goes.”
Many former UFC standouts are signing with the promotion as well, the most recent being light-heavyweight Renato Sobral, who’s UFC contract was terminated following a violation of regulations. The Ultimate Fighter Season Two veteran Jorge Gurgel has also signed with them.
Strikeforce is also getting attention overseas, with several big name European and Japanese fighters joining its ranks. Last year, the promotion crowned its first heavyweight champion in Dutch MMA star Alistair Overeem, who put on an impressive performance against UFC veteran Paul Buentello. Some Japanese fighters also take part in events, including the always-entertaining Mitsuhiro Ishida.
Within three years, Strikeforce managed to attain a level of success unseen in other MMA promotions. That emerged around the same time. Despite an incredible amount of investment, the majority of newcomers (EliteXC, IFL, WFA) collapse before they can even get rolling, yet Strikeforce never seems to hit any snags. What advice would the Strikeforce team give to those just starting out?
“You need to understand the MMA business,” says Afromowitz. “Which means you need a team that lives and breathes MMA. People who know the fighters, who watch the events. It’s not enough to have deep pockets and years of business experience. No amount of investment can overcome a lack of understanding of the game.”
2009 will undoubtedly be a big year for Strikeforce. While other promotions will surely come and go, fans can rest assured that Coker and his crew will continue putting on quality events for at least the foreseeable future. But will the San Jose based promotion become the UFC’s first legitimate competitor? Or will it become a collaborator? Fans will just have to wait and see.
THE BEST OF STRIKEFORCE
Alistair Overeem vs Paul Buentello, 16 November 2007
They don’t call Dutch giant Alistair Overeem the ‘Demolition Man’ for nothing. The 6’5” kickboxer mercilessly drove knees into the tough Texan Buentello’s midriff until he could take no more.
Cung Le vs Frank Shamrock, 29 March 29 2008
Le is always entertaining to watch, and Shamrock is guaranteed to hype any fight he is in thanks to his eccentric manner and colourful trash talking. Le, by far Shamrock’s junior in terms of MMA, kicked the crap out of the former UFC champ, breaking his arm with kicks in the process. Brutal, yet compelling.
Josh Thomson vs Gilbert Melendez, 27 June 27 2008
A rollicking 15 minutes of heated lightweight action, Thomson took it to former training partner Melendez and claimed his lightweight title after a solid three rounds of domination. Best of all, the pair happened to put on one of the best fights of the year in the process. A visual treat for hardcore and casual fans alike.
Mitsuhiro Ishida vs Justin Wilcox, 20 September 20 2008
Ishida is one of the finest lightweights to come from Japan, and though Wilcox was relatively unknown compared to his opponent, he looked a serious challenger. Sporting muscles that would have put Sean Sherk to shame, Wilcox was a strong wrestler, but shooting in for a takedown he fell victim to one of the most beautiful submissions we’ve ever seen – a rolling kimura into an armbar. Priceless.
Frank Shamrock vs Phil Baroni, 22 June 22 2007
Another Shamrock classic, he and Baroni sparred via YouTube for months before this fight even happened, meaning that tensions were at an all-time high when they finally stepped in the cage. Shamrock never looked better. He dropped Baroni numerous times and put him to sleep with a rear naked choke in a thrilling finish.
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