Issue 167

May 2018

Change comes quickly in MMA. September 2016 seems like half a lifetime ago; Conor McGregor had only just won his rematch against Nate Diaz, Eddie Alvarez was still lightweight champion and Cris Cyborg had still never fought in the UFC.

In short, the landscape at the top level was completely different – and the same applied to the regional scene. Back then, the two leading names in a crowded field on the US circuit were Texas-based Legacy Fighting Championship and Resurrection Fighting Alliance (RFA) from Las Vegas.

Both promoted monthly shows that were broadcast nationwide on AXS TV, were well-regarded for putting quality fight cards together and known for sending a huge number of fighters to the UFC.

But little more than a year and a half ago, the people in charge of the promotions set unprecedented plans in motion to join forces and take things up a level.

GRAND AMBITION

“Legacy had a great promotion and they were consistently putting fighters into the UFC, and same with the RFA,” explains Ed Soares, the former president of RFA who rose to prominence in the industry as manager to Anderson Silva, José Aldo, Antonio Rodrigo Nogueira and other Brazilian MMA royalty.

“Depending on who you asked, either Legacy or ourselves would be named as the number-three show, but the truth is, we were both great promotions, developing talent.

"We thought if we came together we would hands-down be the number one developmental organisation in the world, and the hands-down number three show in the country, if not the world.”

The two teams weren’t strangers. They had co-promoted an event in May 2015, which pitted some of their best fighters against one another under the banner of AXS TV Fights: Legacy vs. RFA Superfight. That was an early insight into both sides’ willingness to work together to promote compelling matchups.

But by joining forces to create the new Legacy Fighting Alliance (LFA), they would take things to a different level. With assets and expertise combined, they could promote more events and draw on a deeper pool of talent to produce an organisation that was greater than the sum of its parts and set a new standard for developmental fight leagues in North America.

As Legacy head man Mick Maynard moved across to the UFC as vice president of talent relations, the way was paved for a permanent collaboration.

AXS committed to a five-year deal with the new outfit, the chance to push themselves to new heights, and, most importantly, according to Soares, gave fighters more opportunity to showcase themselves.

“The LFA basically brought together the best of both organisations under one umbrella,” he says. “We can do 30 shows a year. Instead of signing with one show that does 13-14 shows, you sign with both. That’s twice as much opportunity.”

The leadership was team completed by RFA’s Sven Bean as COO and Andrea Maynard as CFO, but there was barely any pause for breath as both companies continued to fulfil their commitments to promote events through 2016. Their final shows as separate entities took place in the second week of December ahead of the start of a new, expanded, schedule in the second week of January 2017 with a consolidated roster of athletes and team of supporting staff in a merged business.

Though there was far more work to do than simply combining the two company names, the transition appeared seamless to the media and viewers on the outside looking in.

The leading figures from both previous promotions were pulling in the same direction and shared the same vision for their new venture.

“Both were doing a great job and having great shows,” adds, UFC Hall of Famer, Pat Miletich, who experienced the transition from cageside as AXS TV colour commentator.

“Once they combined, they had to go through some adjustments and growing pains, but it’s worked really well. Each group of people, from both the RFA and Legacy, have done a really great job and stepped up.”

A new era began with LFA 1 in Texas. A week later, its cage was in Minnesota. The wheels continued to turn all year, taking up to four shows a month to 11 different states. Soares says it was a case of “buckle up, hold on, and enjoy the ride” as it promoted an incredible 30 events in its first 12 months of business.

No promotion has turned over as many events in its first year and only the UFC can match it for activity.

THE PLACE TO BE

More important to Soares than the number of shows is his desire to promote consistently high-class fight cards, with talent always improving and rising through the ranks, then progressing on to bigger things in the UFC and Bellator.

Maintaining that high standard may seem like a huge challenge when the best fighters keep leaving for pastures new, but there’s no shortage of the top athletes outside MMA’s major leagues looking for a spot on the LFA roster.

The opportunity to be showcased on live television, combined with a reliable route to the big shows, means attracting the right volume and quality of athletes is not too tricky.

“Everybody around the country knows they want to be on this show because it’s become a conveyor belt for the UFC and Bellator,” says Miletich.

Take Texas’ Roberto Sanchez, who earned his Octagon contract after going 7-0 in Legacy and the LFA, ending his tenure by capturing the flyweight title. It was a perfect way make sure he was ready to make that step up.

“Two of the most important things when trying to climb the MMA rankings are exposure and quality of opponents,” he says. “Legacy, and then the LFA, had both. Heck, I even had Dana White watch me fight live twice at Legacy shows.”

Soares embraces the reality that LFA’s role is only a part of the path that fighters want to take. From his background in managing athletes directly, he knows this and takes his promotion’s role as a feeder for the big time seriously. There are no delusions of usurping the current order and becoming the next UFC – so often the downfall of unrealistic promoters in the past who overreached and saw their businesses collapse.

The LFA is proud to be the NCAA of MMA – the final step before the pinnacle.

That is what makes them a destination organisation for quality prospects. It has a proven track record of launching careers to the highest heights and won’t stand in the way of any athlete who gets noticed and is offered an opportunity at the top level.

Soares adds: “Fortunately for us, this is definitely more of a promoter’s market than a fighter’s market. There are a lot more fighters trying to make a name for themselves than there are opportunities and there’s not another organisation in the US that is building these guys up, putting them on national TV and getting them to go on and further their career.

“I’d have no problem in saying we’re the most fighter-friendly organisation in the world. We’re there to help the guys flourish and get to the next part of their career.

"As a manager, I had the insight into what a fighter wants, and that’s what translated into the RFA, then the LFA. Their goal isn’t to be the LFA champion, it might be a step or part of the process, but we want to work with the guys with big aspirations, and we want to help them with that.”

Winning a championship in LFA is often the final step on a mixed martial artist’s path to the elite level.

As AXS TV CEO Andrew Simon describes it: “The LFA belt is almost like a master’s degree of MMA – no one can question your credentials when you are the champ at LFA.” Indeed, champions Andrea Lee, Markus Perez and Eryk Anders have joined Sanchez in the UFC, while Leandro Higo went on to compete for the Bellator title.

Having the ambitious, hard-working athletes fighting for a better career on AXS most Friday nights has also delivered in terms of entertainment. Few fighters are accused of ‘playing it safe’. They have to prove a point and stand out from the crowd to get noticed. Miletich says it’s rare that he’ll ever have to call a 15-minute stalemate or a dull decision victory.

“You’re not gonna find better fights than the LFA. You’re just not,” he says. “We have lots of talented young fighters who want to get to that next level, so they’re willing to go the extra mile in their fights to get to that. When you put together talented kids that are evenly matched, and the dangling of the UFC carrot if you perform, we get a lot of exciting fights.”

Soares suggests that not only was this beneficial in an entertainment sense, it also showed why the LFA alumni don’t wash out of the big leagues after a fight or two.

“We don’t put on mismatches. If you’re winning fights in the LFA, you’re really winning fights,” he adds. “That’s why we have such a high retention rate when the guys go to the UFC. A lot of our fights are UFC quality, just not on that platform.”

Far from mere promoter hyperbole, the faith AXS, managers and fighters have in the promotion is evidence of substance behind his words. The 30 shows a year, an entertaining product and wide coverage also helps the business to pitch themselves easily to big-name sponsors, which goes a long way towards making the numbers add up.

The LFA team now has the platform to pursue partnerships with blue-chip companies and continue to build towards even bigger and better things.

THE FUTURE IS NOW

Whatever metric you’re judging it on, and whatever your stake in the company, it was a successful first year for the LFA. Simon says his network is pleased with the way things are going.

“All in all, I would say it was a great first year from the LFA. We are pleased with their performance and are working together to make the product even better… LFA has delivered on its promise to be the number one developmental league for MMA in the world.”

For Soares, he has had time to reflect on the successes, but that’s not a time to rest on his laurels. Just like the fighters he signs and represents, his eyes are on constant improvement. “I’m happy with how it went, but I am not satisfied,” he explains. “I think we can do better and we will do better. This year, we’ll probably do 30-34 shows. If we can increase every year that’ll be great, but I don’t want to rush. I’m more concerned about doing it right than I am about doing it right now.”

With 31 fighters getting sent from their cards to the UFC since 2017, the constant quest to unearth, refine, and develop talent is unrivalled. That’s exciting for the new breed of combatants coming through, and LFA’s whole reason for existing is vindicated.

RFA and Legacy combined to create this monster, and it’s paying off. “With the merger, LFA really is the best promotion now to help make the move up to the UFC,” Sanchez says.

“There are no easy fights in LFA. Be prepared to fight some of the best fighters outside the UFC, many of whom will be undefeated. The quality of opponents is what prepared me for the UFC.” ‘Little Fury’ is now 1-1 in the Octagon after beginning 2018 with a first-round submission of Joby Sanchez.

Legacy Fighting Alliance has taken the reputation it inherited from the companies that preceded it and built on to establish a status as one of the most well-run and high-quality promotions in America – and the world.

And while it isn’t likely to make millions on pay-per-view like the UFC, you can bet on it generating the talent for that stage.

“Just keep watching the guys that we are developing,” says Soares. “If you want to see most likely the next Conor McGregor, or Anderson Silva, or GSP, it’s going to come. That’s why our slogan is ‘Where the Future is Now’. You can see the next superstars today in the LFA.”

BE PREPARED - EXPERIENCE IN AND OUT OF THE CAGE

LFA’s commitment to creating the best developmental league in MMA goes beyond just a place for athletes to fight. Attention from AXS and the MMA media gives fighters a little taste of what to expect from a UFC fight week that few other organisations can offer.

“We embrace this role,” says Soares. “We’re providing what is needed: the tools to deal with the media, to know what it’s like to walk out with a camera in their face on live TV; but also with well-matched fights that prepare them in the cage too. It’s all part of being a successful fighter.”