How to Catch a Giant

It is no question that the UFC is a giant in terms of the size and strength of their company, especially compared to the other MMA organizations around the world. Many have tried to reap in the benefits of the fastest growing sport in the world but have failed. The IFL at one time promised to provide a new and exciting team style of the sport, they failed! Those that didn’t fail seem to fall under the pressure of money, and sell out such as the old school Pride organization. At this point in time there are only a few groups that are bidding for their seat at the MMA table. The question that they must ask on a weekly basis is how do we overthrow the king? How do we get recognized, how do we get on T.V., but most importantly how can become the next UFC?

In theory this is an easy question to answer. Provide the fans with exciting fights, produce events that have a “can’t miss” feel, and market top tier fighters. Time is money, and fans are paying you to be entertained. Make them happy and they will return. That is easier said than done, but one new idea that a few of the groups are trying just might work. Imagine this… A few other football organizations come along and try to get their fair share of the football profit in America. After a short time they realize that they don’t have the star power or talent to compete with the likes of Tom Brady, Peyton Manning, or Randy Moss, or most of the NFL teams for that matter. To compensate for this the two groups form an alliance. They agree to help each other by allowing their top teams to play one another to bring in more fans and viewers. No, this won’t cause the NFL to go bankrupt, but it will put more fans in the seats. This is very similar to what the EliteXC and Affliction organizations are doing.

Affliction is allowing a top 10 fighter and arguably one of their best draws to fight on an EliteXC card on October 4^th. At first glance this may seem ridiculous but it could be the first of many collaborations that prove vital to the business side of MMA. Not only will this allow these organizations a chance to make more money but it will allow them to market their fighters to an audience that may not be viewing their shows. Thousands if not more will be watching the fights for Kimbo Slice and Gina Carano. Some of these fans are new to the sport and will see Andrei Arlovski for the first time. If he gives out an old fashioned butt whoopin and is exciting he just might influence people to watch him fight again on an Affliction card.

If you think this will be a onetime deal then you are mistaken. Take into account that the Golden Boy Promotions that already markets boxers like Oscar De La Hoya, Bernard Hopkins, and Vicente Escobedo has just signed a partnership that will allow fight cards not just in boxing or MMA, but both. A year ago something like this would have been unheard of on the pro level, but they have made it happen. A deal like this is great for both sports. Boxing is not on its way under like many MMA fans like to think; in fact it is very strong. USA Boxing has a renewed attitude and is looking to erase our embarrassing showing at this year’s Olympics in China. The Miguel Cotto vs. Antonio Mararito fight this summer had between 400,000 and 500,000 PPV buys. One way these smaller organizations can combat the UFC is to over pay their fighters. The Affliction and Golden Boy partnership could open the door for MMA fighters to get paid like boxers and if that is the case many superstars could come running. Affliction already owns the majority of top talent in the heavyweight division; imagine if they were paying 1 million a fight, let alone the top dollar championship boxers make. Fighters would jump ship and leave the UFC fast, and I mean FAST!

At this point in time no one organization is around that can dethrone the UFC from their top spot. No one has the talent to put together deep weight classes, nor the star power to put on fights as often. However, by creating business friendships and partnership they can start to widdle away at the giant UFC bit by bit. In time the UFC may not be the top organization, but to be over taken it will take brains, lots and lots of money, and tons of luck! In a way you are going to have to beat Dana White and the UFC at their own game. You are going to have to out advertise and out perform, as well as be able to compete with the UFC at the same time slot. Lately Dana has done his share of fighting outside of the cage to make sure that Affliction stays more of a clothing company than a true MMA organization. If you can’t out perform a free showing of an old UFC show with a live event then you will never be top dog. Every organization in the world is a long way off, but it would be ignorant for the UFC to think a true competitor will never arrive. One day someone will come along and give them a true run for their money, but until then the UFC will continue to be #1 and reign as the king of MMA.