Mixed Martial Arts Winning A Perception Fight…

March 14, 2013 by

If you have been to New York’s Times Square in the last five or six years toy would have seen it, the billboard towering over the Marriott Marquis. Amidst the glowing brand ads throughout the square and the endless video displays is the huge promotion board for the UFC, always telling the tale of their next upcoming pay per view. Every big name in the sport has been featured on the billboard as their event came and went, a constant reminder to everyone that the largest Mixed Martial Arts promotion is alive and growing around the world. Except of course in New York, where the sport remains illegal, one of the few states in the U.S. where professional MMA cannot be held.

However that long battle may soon end, as New York Governor Andrew Cuomo stated this week that he is now open to having the sport legalized in New York, which can open the doors even more for Madison Avenue and others to ramp up their support of MMA. Why and how is this move important for the UFC and other promotions like Spike’s Bellator brand? Simple. There are few sports as experiential as professional MMA for the fan, and as close as New Jersey is, it is still not New York for companies who want to engage in the brand, and an OK in New York will boost the image, and the marketing appeal beyond what it currently is.

Now the legalization move won’t mean that suddenly the Nets at the Barclay’s Center or the Knicks and Rangers at Madison Square Garden are going to suddenly be cast out for cage fighting. In reality, the move will help the State’s casinos upstate even more that the large facilities in New York. Those smaller venues can host profitable smaller promotions that will draw a younger demo into their gambling establishments more consistently. For companies like Fox, the UFC broadcast partner, and Spike, the Bellator broadcast partner, it will give a chance to showcase an elite event a few times a year right down the street from where its main advertisers live and work. It will also provide a new backdrop for the programmers reality shows on the sport, should they choose to use it.  The use of New York as a marketing tool is certainly not new for the sport…like NASCAR and recently Major League Soccer, the UFC and Bellator have brought their athletes into New York for press events and trainings. Now they can deliver the complete package to the Big Apple, probably helping erase some of the doubt of brands that are still on the fence about the sport. No longer will they say…if it’s so hot why can’t you compete here in New York. It is one less objection to battle, and more legitimacy for the sport.

Is the change potentially in New York the be all and end all for the sport? No. Does it mean that suddenly promoters and fighters will have a huge new stream of get rich quick cash? No. Events are still expensive to produce and will be very carefully regulated. However for the promotions like the UFC and Bellator potentially, the legalization in New York is a big win in perception and value, and a nice next step for their business, whether you like fighting or not.

Filed Under: Boxing, CBS, Fox, Fox Sports.com, Gaming, Mixed Martial Arts Tagged With: , , , , , , , ,

As Conference Madness Starts Again, Don’t Sleep On St. Louis

March 2, 2013 by

As the schools leaving the Big East Conference and taking the name with them mix and match potential suitors to join them, one that seems a great business fit…along with the growing programs at Butler and Xavier and some others…is St. Louis University.  Media partners, no matter who they are, will love not just the traditions of the exiting schools but their markets as well, and while Indianapolis and Cincinnati are solid (although one could easily argue Indy is a Big Ten City that likes Butler), St, Louis is a major market with slight winter competition, especially in hoops. The University of Missouri is in the distance, and it is a school that appears to “get” the marketing of collegiate sports, much like a Marquette does in Milwaukee.

Together, those at SLU, administrators and community, developed a financial and operational platform for athletic excellence in a major basketball market that does not have an NBA franchise. A big factor in the school’s strength is its 10,600 seat on-campus home, Chaifetz Arena, opened in 2008. Since moving to the facility the basketball team has a home winning percentage close to .800 and has significantly enhanced its revenue from ticket sales, sponsorships, and athletic donations. Dr. Richard Chaifetz, founder and CEO of ComPsych Corporation was the driving force behind the Billikens move, with a  $12 million naming gift that helped finance its construction. It is an interesting look at how a mid-sized university in a mid-major conference, without the resources and infrastructure of a football program or a BCS-level television payout, can legitimately position itself to win a national championship in basketball.

The Billikens were ranked in the top 30 in most preseason national polls, and second in the Atlantic 10′s poll of coaches and media (ahead of new conference members and recent Final Four participants Butler and VCU). Coming off a year in which they won 26 games and nearly upset top-seeded Michigan State in the NCAA Tournament, SLU is once again making  a run to March Madness, despite the emotional loss of one of the game’s most beloved and accomplished coaches in Rick Majerus this past November.

One thing is for sure…if the school stays in the A 10, it will be one of the magnets to keep the conference success flowing. If they are selected to jump, they might be an afterthought in the eyes of the national media, but from a nosiness perspective, they would be not just a great fit but a model on how other schools can do it right, using private money to best enhance a spot in a major market.

So as we look towards sleepers in March madness and conference chaos may start again, don’t sleep on St. Louis…a growing fish in a big business sea.

Filed Under: CBS, College Basketball, ESPN, Fox Tagged With: , , , , , , , , , ,

Danica Delivers Early…

February 18, 2013 by

 It looked like a slow start for NASCAR leading into the week’s Daytona 500. The NBA All-Star Fame, pitchers and catchers reporting, the sudden controversy with the Olympics and wrestling, the Oscar Pistorius  tragedy, even the NHL’s “Hockey Across America Day,” were grabbing headlines and casual viewers. Next weekend was Daytona, along with the NFL combine and more hoops and hockey, so what to do to break through.

Enter Danica Patrick. By stretching out the coverage of Daytona over a week, NASCAR stuck gold for the casual fan, as Patrick grabbed the pole position for the race next weekend, giving the sport a huge jump in the minds of casual fans who might not remember where Daytona is on the sports calendar. They do know Patrick, who continues to match her driving skills with her marketing prowess, a combo which would be another big win for NASCAR growth, especially amongst young women who love her style but could now identify a little bit more with her as a successful racer. Maybe they won’t follow her to the track, but to a dealership down the line…now that’s another boost the sport and its sponsors could use.

Make no mistake NASCAR is doing just fine.  There is still no sport whose fans are more brand loyal and the push to connect the personalities of the drivers to fans even more…especially through social media…will continue to elevate the sport. Another big winner in the Danica pole position could be Miller Coors, who is the circuit’s official beer but doesn’t have huge positioning on cars on race day. However what it does have is sponsorship of the Coors Light pole award for each race. Dropping Danica in at the start of Daytona, with thousands of photos of her this week in the media, could give that partnership an even bigger boost  as the hype builds toward race day. Brands love being part of history, and putting Danica on the pole for this week is one of those intangibles that large scale sponsors like Miller Coors can reap an unintended benefit from.

Now of course lots of this goes away if Patrick goes out early in the race next weekend.  Regardless for this week at least, It is a monumental next step in the career of a driver who has delivered off the course and looks to now win on it, and for a sport which may have to push just a little bit less to cut through the clutter as its season rockets off in Florida next weekend.

Filed Under: Fox Sports.com, Indy Car, NASCAR Tagged With: , , , , , ,

Tacos, Sharks and Crickets…

October 27, 2012 by

Some best practices and ideas for a weekend…

Take A Base, Get A Taco: Taco Bell has been known to tie their partnerships with professional sports to some outlandish giveaways over the years, some of which they have had demand exceed supply. So this time out for the World Series they placed a bet on a promo that has some risk and some reward, but also one that could slide through the cracks, or at least to a close base.

The chain announced it will give all comers a free Doritos Locos Taco if any player steals a base during the World Series. If the first stolen base occurred during games one through four, the free tacos (one per person) will be given out on Oct. 30 from 2 pm to 6 pm local time at all participating Taco Bell locations (those in San Fran and Detroit included). If the first stolen base occurred during games five through seven, the tacos will be given away on Nov. 5 from 2 pm to 6 pm local time. Taco Bell will support the “Steal a Base, Steal a Taco” promotion with advertising (television, radio, online), social media and public relations. Customers will also be encouraged to share their predictions on when the stolen base will happen, on Taco Bell’s Facebook page. On Twitter, they can join @TacoBell in supporting their favorite baseball players (via their handles) and campaigning for #stealataco.

So what happens, the Giants Angel Pagan swipes second in the eighth inning of Game Two, which led to FOX’s Joe Back proclaiming free tacos almost immediately on the network.  The twitter world immediately went crazy with the added TV boost, with questions that also included a potential date switch for the promo because of the anticipated bad weather in the Northeast early in the week. Will the promotion generate millions of dollars and new customers for the brand? Some but not a great deal of newbies. Will it generate buzz? For sure, that has already happened.

However most importantly Taco Bell found a way to cut through the clutter and create an at-risk promotion that was well timed and well received by consumers. They now get a great bounce when the promotion executes to report numbers given out, which will give the MLB partner additional life away from the ballpark and the World Series itself. Smart and chancy promotion for a brand that likes to run on the edge.

Sharks Try To Ease Pain: The NHL Lockout has negatively affected thousands of businesses across North America, and the partners of the San Jose Sharks found a way to support those businesses on night when hockey was supposed to be played this fall. Content Magazine and Mayberry Workshop created a Sharks Cash Mob on Wednesday Evening, October 24, 2012 at San Pedro Square Market and surrounding downtown San Jose businesses.

A “cash mob” is an event created to support businesses by encouraging people to buy locally and “do a little to do a lot” for the community. The two invited  all Sharks fans and members of the community who want to support downtown businesses to spend their evening at a downtown restaurant or bar on October 24th.  They also supported the event with drawings for Sharks merchandise to serve as a reminder that the community and the team are still united to be a positive influence in San Jose.

The Cash Mob idea came at a time when teams are looking to give added value to those directly affected by the lockout…season subscribers and business partners…but those indirectly effected with no direct stake or spend in the team may not see relief. Those businesses are perhaps even more at risk because the team partners will have something to come back to when the lockout ends. The local businesses? That revenue is gone forever. The promotion found a way to generate good will and revenue and not make dark NHL night as dark in San Jose as they maybe are elsewhere. Good idea with replication.

Cricket In the States? Cricket is the number one sport in four countries that account for over a fifth of the world’s population – India, Bangladesh, Pakistan and Sri Lanka – and has strong pockets of popularity across four other continents. The already high levels of interest in cricket means that future growth in mature markets is likely to be organic, so in order to build the ‘bigger, better, global game’ the International Cricket Council is working with a number of partners to find a place for the sport in the United States.

Seem crazy? Some ideas as to why the ICC doesn’t think so. The growing immigrant population in the U.S., especially in urban markets, is from the countries listed, the enjoy follow and understand cricket already. Although not on a domestic carrier yet, ESPN saw record traffic on ESPN3 and on all their mobile channels during the recently-completed World Cup. That traffic was driven from areas across the U.S. vs the rest of the world.

The introduction of an exciting new format of cricket – Twenty20 – combined with the increasing globalization of the sports and media industries and the growing size and influence of the Asian diaspora presents cricket with a much stronger platform from which to target growth in these markets than it has had in the past.

Now in a challenged economy can investors find millions of dollars, build stadia and then attract both brands and casual fans to shorter cricket matches? The TV audience, the digital audience and brand sponsors may be very intrigued if the infrastructure arrives. Plans are for increased activity and education of the game to take place in 2013, and if that is successful, who knows. There are many in Europe scratching their heads as they see the NFL take a stakehold there with the Jacksonville Jaguars, so cricket as a U.S. success may be not that far off, if the deep pockets arrive with the game.

Filed Under: Ambush Marketing, ESPN, Fox, MLB Tagged With: , , , , , , , , , , ,

Stand Up To Cancer The Most Powerful Tribute Ever?

October 26, 2012 by

MLB’s Stand Up To Cancer Beyond Compare: Throughout the baseball postseason, the colorful and silent Stand Up To Cancer logo has appeared without great fanfare. It does not scream at the consumer, but in every ballpark during the playoffs there was the logo. For some, myself included, the logo was a surprise and may not have been exactly clear what it was on first glance. After all, it was a prominent commercial spot that could be bringing in valuable dollars to MLB. With every passing game, the talk around the charity became more and more prevalent.

Then on Wednesday night during Game One of the World Series, the message became crystal clear. During the fifth inning, every player, coach, umpire and thousands of fans, along with FOX announcers Joe Buck and Tim McCarver, held the signs that had the names of someone fighting cancer. Not prostate cancer, not breast cancer, not lung cancer, no pink everywhere, no blue no purple. Multi-colored, and every type of the dreaded disease. It was perhaps the most effective and dramatic public service message ever delivered during a live sporting event. Why?

First it was live DURING the game. It was not before or at halftime, it was as the game went on and it needed the participation of everyone involved as warmups for a new inning were in full force. It was a slight disruption and it was very powerful. Could it have thrown off the actions of a player, who paused to leave their zone during the World Series? Maybe. But that’s what made it so dramatic and so real. Second it showed unity.  We are in the height of breast cancer awareness month and pink is everywhere. it is well deserved and serves as a great reminder that the battle for such a devastating form of cancer is continuing to be waged. However what MLB did was to remind everyone that every day all forms of cancer invade our lives, and every one needs to be addressed. The blue of prostate cancer to some is just as important as the pink of breast cancer, and nine should be taken for granted or trivialized. Third, it made the fight for cancer very personal. Buck and McCarver talked about people they knew, signs were held by people whose relatives and friends were affected. It was a great moment of personal shared passion on the biggest of stages. Fourth, although well orchastrated it came across as very spontaneous to the viewer. there were millions watching who had no idea coming back from a commercial break what they were going to see. the surprise and the unity really drove the message home.

Now perhaps there can be the argument that it wasn’t as visual as the sea of pink we are seeing in the NFL and other places during Breast cancer Awareness Month, or that “cancer” isn’t specific enough to get a message out and raise dollars. However that was the beauty of the promotion. It was unique to each person and spoke to everyone. There was no way to escape it or tie it to someone, anyone you knew.

Sometimes people take shots at MLB for being too old school or traditional. However there are many ways that MLB continues to be a trailblazer in engagement and promotion, and Wednesday night was perhaps their greatest hour in terms of social awareness. An amazing and creative effort to rally for a cause right in the heat of battle.

 

 

Filed Under: Ambush Marketing, Fox, MLB Tagged With: , , , , ,

Why The Baseball All-Star Game Works…

July 10, 2012 by

Tuesday night the sport of baseball gets what is perhaps the rarest of rare opportunities in a cluttered 24/7 sports and entertainment world…a night virtually free of competition to show off its best and its brightest. Maybe there is a little World TeamTennis, a dab of NBA Summer League and free agent movement, some minor league baseball here and there but there are no movie openings, no TV originals, no global soccer, no tennis, no golf, no football news, no NASCAR, IRL or Formula One, no Olympic trials, no hockey free agency, not even any WWE or MMA. Nothing. Nada to compete with for the causal fan, except the All-Star Game, live from Kansas City. While some may still feel that MLB is caught still trying to catch up to engage with younger audiences, having that niche of about 48 hours almost alone to promote the sport, its athletes and its brands is perhaps the greatest single advantage baseball has over anyone else in the marketplace. Every other team sport, for all the great platforms that can be created, always has something else to draw eyeballs. Every championship still has other elements to compete with. Baseball, on a Tuesday in mid-July is all to itself.

Does baseball take adequate advantage of that platform? Let’s see. The league has fully invoked social media to get the fans up close and personal to everything going on in and around the game, even publishing a comprehensive guide as to who and what to follow from Sunday through Wednesday morning. They have a good celebrity presence with softball and others attending the games, they have found their way into Late Night shows with their stars, from Letterman’s Top 10 list to RA Dickey joining Dave on Wednesday post-game.  They recognize their global presence with the Future’s Game, a format which may make even more sense for All-Star going forward as the upcoming World Baseball Classic takes hold, and they have tried to take the challenge of the game having no meaning head on by rewarding home field advantage to the winning league. Whether the last piece works or not is anyone’s guess, but it did and still does cause considerable debate and it does draw casual attention to the game.

As far as sponsors go, the game and the surrounding activities are all about the brands who spend huge sums to be part of “America’s Pastime.” From State Farm‘s involvement in the Home Run Derby to Sirius XM’s partnership with the Futures Game to Head and Shoulders fun “Man Man Competition with Nick Swisher and other former players having fun with their hair, every brand partner using every platform possible, will try and find a way to get the best ROI out of all things All-Star. While there may be some clamor as to who gets the best exposure and how the greatest programs are executed, the multiple days give the better programs the best chances to shine not just at the game, but on the web, on mobile, in video and at every ancillary event.  Market size for such a platform, with the game being in Kansas City this year, isn’t even the factor that it used to be, with so many brands able to use new and digital media to pull in activation from fans around the world like never before.

While millions will cast their eyes in a few weeks time to the Olympics as the grand daddy of activation for 2012, there will still be competition every day for casual fans attention and dollars. NFL will be starting, college sports kicking up, baseball in full swing, MLS and the various soccer “friendlies” will be moving along, NASCAR hits its stride and more people will be on holiday as August beckons. MLB has the clear stage to test and activate like no one else, with a prime time window to showcase all their wares on Tuesday. It should be the envy of all events, not just for the window but for what the sport is doing to grow and show off their work with little to battle against.

Filed Under: MLB, MLS, NHL Tagged With: , , , , , , , , , ,

The Soccer World Keeps Getting Smaller…And Bigger…In The U.S.

May 20, 2012 by

There used to be a time in the 1970′s and 1980′s when fans of professional soccer in the United States would find a time to tune in on PBS and hear the legendary announcer Mario Machado call highlights of games gone by in a one or two hour edited show to satisfy the thirst for video of the world’s most popular game. The North American Soccer league came and went, World Cup action was shown on some third tier UHF stations or on closed circuit. There was not much “there” there for fans of Man U. or Real Madrid or Lazio, especially when you left many urban areas where the game was still popular.

Fans today of anything soccer would find that very hard to believe. Today we have networks dedicated to the game in the States, the most healthy of grassroots sports, an ever-improving MLS prospect and more Americans contributing to the growth of soccer globally than ever before. However what is even more impressive is the way that elite clubs and the professional leagues from around the world, starting with the Barclays Premier League, have made such inroads into the American sports landscape. The last two weeks have seen record numbers of viewership for Manchester City’s title run and for Chelsea’s Championship League title, and this summer will see a record number of friendlies for elite clubs, from AS Roma, Chelsea and Tottenham to The French League Championship to Liverpool to Zaglebie Lubin and many other clubs. While it is not unusual for some friendlies to be played in the States before soccer kicks off around the world in August, the breath and depth of clubs and the stadia they will be playing in is rising, and that is reflective of the rising tide of interest in the sport in the States. It is not all about Americans and MLS. It is about seeing the best clubs from around the world, ones that have worked with American media companies like Fox and ESPN, to integrate matches year-round into broadcast and news coverage, so that young people in the States especially are just as big fans of Wayne Rooney as they are maybe of Josh Hamilton of the Texas Rangers. The brands that support the elite soccer clubs around the world are also going to continue to get added ROI with the marketing and broadcast of elite soccer in the States, as companies like Emirates Airways now will have a growing affinity to an American marketplace through their non-American sports sponsorship.

The broadcast and digital world has opened possibilities for elite soccer clubs in the States much in the way the NBA (of all U.S. based leagues) has expanded their growth globally outside of the borders of the U.S. Stars are now easier to follow, the passion of clubs and the beauty of the game is easier understood, and it is no longer a stretch to watch the best clubs in the world compete live on TV (with much being in the mornings in the States when there is little live sports competition) where it may have been in years past. The highlights are now brought in as they happen through sports-specific networks and dropped side by side with baseball, hockey and hoops scores. It no longer is unusual to see a great Real Madrid goal during the morning SportsCenter, where that would have seemed very strange just a few years back.

This rising tide is also a boon to MLS, which continues its steady path of growth. While some may say the friendlies are what “real” fans want to see in soccer in the States, those matches draw more attention to the game, which in many markets brings casual fans to MLS and gives the league a great chance at conversion on a consistent level. All things good about soccer means better opportunities for all in the business.

Now none of this is to say that soccer is reaching its highest point of engagement in the States any time soon. MLB, the NHL, the NFL, and the NBA still rule the roost consistently, and soccer even at the highest level still has to compete with those four as well as NASCAR and a passionate intercollegiate audience that only exists in the States. That won’t change overnight. However what is changing is the growing acceptance of elite soccer as a must watch and talk about event in the U.S., with the numbers of the last week showing that to be true. It hasn’t happened in a vacuum or that suddenly. It has been a steady and strategic build, but it is a build worth watching and admiring as most of the soccer around the world takes a brief respite before the heat turns up again in mid-summer, much of which will start in the States.

Filed Under: ESPN, ESPN/ABC, FIFA, Fox, MLS, NCAA Tagged With: , , , , , , , , , , , ,

Horse Racing, Boxing Reach A Window Together…Again

May 5, 2012 by

It is another test weekend for the star-crossed sports of horse racing and boxing, brought together to the stage in the form of the Kentucky Derby and Saturday’s Floyd Mayweather Jr.-Miguel Cotto fight on pay-per-view. In many ways it is not dissimilar from last May, when Manny Pacquaio’s win over Shane Mosley matched Animal Kingdom’s Kentucky Derby win amidst record attendance at Churchill Downs. In a year has much changed for the two former kings of the sports world, and can Saturday be a chance again for the two to step forward?

This time around the two sports are facing greater short term challenges for attention. The NHL and NBA Playoffs have had more drama than they gave had in years, and the UFC will bring a solid but not blockbuster card to free TV via FOX Saturday, and of course there is always baseball and various other May activities to contend with. Where will the casual fan go with their attention, and has either sport done anything in a year to raise their image to take advantage of the big stage?

In the case of horse racing the answer is yes. In the past year the NTRA and The Jockey Club have worked very hard to create awareness campaigns, new video programs, social media platforms and a series of studies to address the shortcomings of the sport. They have improved and streamlined their television coverage with partner NBC and have presented a more consistent and unified front which will help them in the long run. It has been a good year of laying the foundation to rebuild the sport from the public’s perspective with elements officials can control. The issues of abuse of horses, the viability of tracks and the increased attention on a daily basis for the sport remain problems that are being dealt with, but horse racing overall is stronger in leadership and vision than it was a year ago, and that can help lift the ship when the tide comes in, in the form of more casual viewers for a Triple Crown Saturday. Can there be better promotion of personalities like jockeys, trainers and horses over time? Sure. But those things will come and will be easier to do once we have a Derby winner who will hopefully be a compelling story, and maybe, maybe a Triple Crown contender. Microsoft jumping into the fold this week to use the Derby as a platform to pump their new phone on Hanson is certainly a refreshing sign that brands are taking notice of horse racing’s efforts, and that the future is brighter than it has been in a long while.

In boxing, the last year has really brought stagnation as the world waits for Pacquaio and Mayweather to meet. Talk of Top Rank bringing more fights to broadcast TV have not really gone anywhere, and the same routine of pay-per-view, even with the heavy hype and promotion of partners like HBO hasn’t done a great deal to really move the needle for the sport overall. Mayweather himself remains a promotional machine and a huge asset, but for the sport in general it seems to be stuck still in neutral, certainly not worse but not gaining steam as a brand in the eyes of the consumer or the industry. A blockbuster battle between the two superstars at some point could do it, but unlike horse racing, not much has changed in a year. Could a rise of excitement with the London Olympics change that?

It certainly couldn’t hurt. But right now, even with a telegenic star like Mayweather, the race between the ponies and the studs in the ring seems to be going towards the horses on the track.

Filed Under: Boxing, Crisis Management, Fox, Gaming, Horse Racing, Mixed Martial Arts, NHL, Olympics Tagged With: , , , , , , , , , , , , , ,

The Amazing Viral Power of The UFC

April 28, 2012 by

This past Thursday may have been one of the busiest sports days of the year in New York. The Mets hosted the Miami Marlins and their ex-star Jose Reyes, the Rangers and Devils played Game 7′s against the Ottawa Senators and Florida Panthers, respectively, the Knicks were closing out the regular season and looking to send the Charlotte Bobcats to the worst record in NBA history, and then there was that little event, called the NBA Draft. On top of that, the Yankees had an off day and superstar Mariano Rivera was doing an autograph signing at Macy’s. Yet with all that, and despite the cold temps and drizzle, one of the biggest draws came from an athlete who has been injured, won’t compete again until November, and plies is trade in a sport still not legal in New York State on the professional level. His name is Georges St-Pierre, and he remains the UFC welterweight champion.

Despite all the competition, close to 1,000 fans lined up at a SoHo Sports Authority to get a photo and an autograph with the Canadian star, who was there because of his work with MISSION AthleteCare and the launch of their new ENDURACOOL towel (I was there because of Mission). The fact that so many, with little advertising on such a crowded sports day and at dinner time (6 p.m.), and that the crowd was so diverse, small kids, Wall Street types, moms, people from all races and backgrounds, continues to speak volumes as to the drawing power of the UFC in the key younger demo. While Rivera had the benefit of a large media buy from Macy’s as well as advertising all over the outside of the World’s Largest Department store in midtown, GSP had his twitter and Facebook followers, the followers of the UFC, and some help from marketing and The Sports Authority to come to a SoHo corner. The result, with just a little targeted social media push, was a huge outpouring of support that was respectful and very orderly as well.

Now many may still be opposed to the spectacle of MMA and what happens in the ring. However one cannot knock the entertainment business that the UFC has built and grown around such marketable and personable stars as St-Pierre, especially in a State where no fans can still watch him compete live. He never wavered on a photo, never complained about the location, welcomed the questions, and probably added even more fans who were just casually strolling by. There may be some brands that still consider fighting in a cage barbaric, or may think that the UFC as a draw may have plateaued, but that has little to do with the charismatic and viral draw of the athletes who do compete, and also train to stay in top shape, using the different disciplines of MMA.

St-Pierre’s following is global, as is the UFC’s, so its hard to say even with the social push how many people would have seen and then been able to come in the New York metro area. That really makes the outreach even more impressive. If he were in town promoting a specific event…for example this coming week’s UFC fight in New Jersey, a naysayer could say that was the draw. However here is a guy who has had knee surgery, is not from the area (although he spends a great amount of time training in NY with superstar Renzo Gracie) and will not compete again until probably November. He was also there working with a new product, not a mainstream sponsor like a Budweiser or even Harley Davidson and there was no requirement to purchase anything to attend the meet and greet. If he were an NFL player with no ties to New York or a NASCAR driver on an off weeknight, the impact would have been nowhere near as big given the same marketing spend. It was simple, effective, viral and social marketing at its best, and spoke very loud volumes as to how to pick an athlete and then draw a crowd, on the most crowded of days, to get grassroots exposure.

Certainly worth noting for brands looking to draw as to who to partner with. The UFC athlete, and their ability to connect with fans, is still very, very impressive.

Filed Under: Ambush Marketing, Darren Rovell, Fox, Mixed Martial Arts, MLB, NHL, Tennis Tagged With: , , , , , , , , , , , , ,

Does The UFC Really Need New York?

March 25, 2012 by

On May 5, a stones throw from the Empire State building, Jim Miller will battle Nate Diaz before a packed house over close to 15,000 and a national television audience in the latest UFC event to hit the New York area. it will have the hope, the hype and lots of hometown flair, especially for the New Jersey born Miller, another successful event for Zuffa around the Apple. Billboards and bars throughout Manhattan and the five boroughs will push the event, and a good time will be had by all, from brand partners to fans, celebrating another step forward for the UFC, if not for the sport of Mixed Martial Arts.

In and around the event, the UFC brand will look to break records in other venues, from Stockholm to Atlanta, where Rashard Evans and John Jones will meet in what will be another landoffice success for all things UFC. Merch will fly off shelves, trash will be talked, and the south will get its strong dose of a huge crowd to keep the MMA Bandwagon going. So with all that great news, what’s the problem?

The problem remains that the MMA is still not legal in New York State, and despite the fact that the May event will be in the area, it will be at the IZOD Center in East Rutherford, not Madison Square Garden. Jones even voiced his disappointment this past week about the lack of UFC in New York, saying that he had hoped that his Evans fight would have been the first in The Apple. So despite grassroots efforts, hard lobbying and talk by athletes, New York remains steadfast in their lack of interest in legalized MMA. Now the fight against the fight is becoming less for sure, especially with politicians changing seats and a national election coming in November, but the question remains, does it really matter in the growth of the sport to have the UFC on Broadway?

Some supporters talk to “millions” in revenue for the state if MMA becomes legalized, but the truth is the biggest money making events would be limited to one or two a year, probably between the new Barclay’s Center and the Garden, with another one landing in Buffalo at some point, or maybe the cavernous Carrier Dome. MMA from the gym side does very well already in New York, as the home base for star trainers like Renzo Gracie. Sure smaller shows, all with minimal gates and purses and stars, would pop up and have to be regulated, but the UFC would not suddenly gain billions with legal MMA in New York. What it would get is the perception of becoming more mainstream, which could open the coffers of additional brand dollars from Madison Avenue which may be less averse with an OK from Governor Cuomo’s office. It would be another chip that Zuffa could claim, much like their FOX deal, to move the business of the UFC forward, one less objection to battle.

Now is there any fan who would not make the trip, especially now with public transportation available like never before, across the river to see the UFC just because it is in New Jersey? Are there really politicians, with all that is going on in government, who would suddenly make legalizing MMA in New York a priority? The answer is probably no.

Dos the UFC deserve to bring their business to New York? Yes. They have done all that has been asked and then some, and legalizing the sport would remove one more stigma for those who support, and probably bring a few casual fans on board. However without legalization, the UFC and some others have done well in venues like the Prudential Center and the IZOD Center and to some degree in Atlantic City all on their own, and that should continue in May.

Sometimes it is true that perception leads to reality, and maybe the reality of legalization in New York will change the perception of millions to suddenly enjoy a sport they really didn’t care for. However more likely is the fact that the UFC wll continue to thrive in the key male demo without New York. Either way fans will get their fill in the area come May, even if it is just across the river. If that changes in the future, great. If not, the show goes on elsewhere.

Filed Under: Boxing, Crisis Management, Fox, Mixed Martial Arts Tagged With: , , , , , , , , ,
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