Issue 022

February 2007

By Rob Hewitt

Is it the sport of the future or merely a flash in the pan? We refer to Mixed Martial Arts as the fastest growing sport in the world but what fuels this growth and how does it grow so fast? The answer is ‘it’s all about money, honey!’

Passion and a love of the sport was the driving force of MMA from conception to the here and now, but it will be finance and investment that will take it to the tomorrow and the future. For example, a few years ago, even the biggest and best fighters of their era had to find their own money to train at the highest level, seeking out gyms and training camps in the far corners of the world and hoping that their fight will at least pay enough to cover the training and travel expenses. Nowadays, your champions are gaining superstar status, business class travel and busting bank accounts to boot. If ever there was a time to question how far the sport can actually go it would be now.

Last year saw some significant steps made into the gaining of mainstream respect. The work performed by the UFC has without doubt been instrumental. The success of reality based show the Ultimate Fighter could possibly be the crowning reason for television and marketing growth, with recorded viewing figures of over 2.5 million people per episode in the US the show and the people behind it (namely Zuffa LLC) have achieved phenomenal success in a calculated and strategic way by bringing MMA into the household.

Dana White’s “Trojan Horse” continues to be massively popular as it evolves to encompass not only US stars but also overseas stars to start publicising their new and expanding markets. The concept of the show and the characters within it has without doubt paid dividends for the UFC and the quality of the production saw a real interest in the sport soar. This in turn, as would have been part of the overall strategy I’m sure, has seen the main UFC Fight nights achieve industry high pay per view figures, beating all other sporting events other than American Football.

One person who has not been pleased by the success of the UFC is WWE owner Vince McMahon, who becomes ever more frustrated by the loss in market share his professional wrestling organisation suffers as the reality of mixed martial arts captures the interest of a huge section of his fan base. So much so that it is now rumoured that Mr. McMahon is ready for a piece of the action, with interest being expressed in an alleged investment into a major MMA organization. A marketing guru by trade, Vince McMahon could be a huge asset to the sport but what is it that drives this multi billionaire into getting involved? 

Possibly it is the same thing that is currently driving other business kings to take action. As a fan (and part time fighter!) and a businessman, I am completely driven by the fact that people like Gareb Shamus (IFL), Frank and Lorenzo Fertitta (UFC), John Faraday (Cage Rage) and Calvin Ayres (Bodog) have staked their claims into the industry. These people are self-made successes in business at the highest extent, and as such the confidence that can be gained from the fact that these people are prepared to not only place their money but also their names into the sport is without doubt the most significant sign that there is something very special in MMA as a sport and there are huge opportunities to be gained.

The alignment with MMA of brands such as Microsoft and Toyo Tyres and the commitment from major television networks are also huge signs of things to come. So in answer to the original question, I believe that now is the time for us all to be thankful for the commitment that big business is making to the sport. Don’t get me wrong, there is still a love and a passion for the sport in everyone mentioned, but without the financial commitment the potential long term futures of our up and coming fighters and promoters would surely fail to reach the return they deserve. In short, MMA is here for the long term. Boxing is dead, long live the King.