Written by RJ Rathsack
Combat sports are some of the most captivating events in the entertainment world, with grown men and women of all sizes duking it out to knock the other unconscious. It’s safe to assume that with such violence comes vast popularity. These sports have created billion-dollar industries, and celebrities have risen to fame from their sheer ability to brawl (SportyTell, 2021). Amid the digital media boom, one company has grown from nothing and joined the stage with some of the most prestigious combat sports in the world. This company has created brand deals and athletes with influence on an audience spanning worldwide. The question is, how big have these steps made this company?
The UFC (Ultimate Fighting Championship) is a professional mixed martial arts (MMA) organization whose success has been hampered by the COVID-19 pandemic in recent years. Still, it has adapted to the situation and improved its economic prospects in specific ways other industries could not. With the pandemic limiting attendance at live events, the UFC has relied more heavily on PPV sales (UFC, 2020). In 2020, the UFC hosted 12 PPV events, generating a reported $500 million revenue. In addition, the UFC created a “Fight Island” in Abu Dhabi, UAE, where it has hosted several occasions during the pandemic. Fight Island has allowed the UFC to continue hosting international events and has expanded its audience (UFC, 2020). In 2019, the UFC signed a multi-year deal with ESPN, which has provided the organization with increased exposure and revenue. The partnership includes airing events on ESPN and ESPN+ and creating new content for the network (ESPN, 2018). Like many businesses, the UFC has had to implement cost-saving measures during the pandemic. This has included reducing staff and cutting back on expenses related to live events. These measures have helped the organization remain financially stable during a challenging time (MMA Fighting, 2021). While the pandemic has impacted the UFC’s economy, the organization has improved its financial performance in specific ways.
After COVID, the UFC reached an even higher level of success. Their strategies pushed them into the top sports market in the world. The UFC has been able to effectively market itself, particularly in the United States, where it has attracted a large following. The organization has invested heavily in advertising and promotion, creating an easily recognizable brand (SportyTell, 2021). The UFC also has produced high-quality events that are well-produced and exciting to watch. The organization has invested in technology and equipment to create a visually impressive fan experience (Insider Sport, 2020). Most noticeably, they have cultivated a roster of fighters with engaging personalities that fans can connect with. The organization has encouraged soldiers to promote themselves and build their brands, which has helped to create a more personal connection between fans and fighters. Fighters like Sean O’Malley rock pink afro haircuts and dance around the ring, wooing the audience with circus-like behavior. They have also been willing to innovate and try new things. For example, the organization has introduced new weight classes and rules and has experimented with different events, such as “The Ultimate Fighter” reality show. Finally, the UFC has been able to capitalize on the popularity of combat sports, particularly in the United States. The organization established itself in the early 2000s when interest in mixed martial arts (MMA) multiplied and has steadily established its name in the entertainment world (SportyTell, 2021).
UFC has risen to the level of other combat sports, but there’s still much to do for UFC to be solely on top. The UFC has a vast global audience and has been able to reach fans in many countries. However, boxing still has a larger worldwide audience and tends to draw bigger television audiences for major fights. In addition, UFC has generated significant revenue through its pay-per-view model and other sources. However, boxing still generates more revenue overall, particularly for substantial fights featuring high-profile boxers (SportyTell, 2021). One area where the UFC has been criticized is in the pay it offers to its fighters. While top UFC fighters can earn significant amounts, the highest-paid boxers tend to make more. A lot of what we see is because of media attention. This has led to some fighters switching from the UFC to boxing for higher paydays. Finally, it’s not as much about the differences between these two sports. It’s the fact that UFC is fresh in the fighting world, and boxing is a sport dating back to the ancient Greeks. So long as the UFC keeps building a fan base, expanding visibility and diversity, and appealing to a more global audience, the passing of boxing is in the near future. With new resources, fighters can be paid more, attracting even more talent. Such a young company has the promise to only rise in status as it grows older.
Ultimately, the UFC has conquered some of the giant blocks of expansion. Today, they continue to grow, expanding influence and increasing revenue. We see fighters coming from more and more countries every week. Although the UFC cannot claim the most popular combat sports title, it’s well underway. UFC’s future looks bright, and seeing how the UFC will extend its reach to capitalize on companies bigger than itself is interesting (SportyTell, 2021).
Works Cited:
“UFC Reports Record $900 Million Revenue in 2019.” ESPN, 20 Feb. 2020, espn.com/mma/story/_/id/28743203/ufc-reports-record-900-million-revenue-2019.
“UFC Events Generate Record $900m in Revenue in 2019.” Insider Sport, 21 Feb. 2020, insidersport.com/2020/02/21/ufc-events-generate-record-900m-in-revenue-in-2019/.
“UFC, ESPN Enter Exclusive Seven-Year Partnership.” ESPN, 8 May 2018, espn.com/mma/story/_/id/23438615/ufc-espn-enter-exclusive-seven-year-partnership.
“Dana White Says UFC Cut 60 Fighters during Pandemic but Plans to Resume Cutting Soon.” MMA Fighting, 16 Mar. 2021, mmafighting.com/2021/3/16/22332114/dana-white-says-ufc-cut-60-fighters-during-pandemic-but-plans-to-resume-cutting-soon.
“UFC 254: Khabib vs. Gaethje Generates Over $675 Million in Global Economic Impact.” UFC, 2 Dec. 2020, ufc.com/news/ufc-254-khabib-vs-gaethje-generates-over-675-million-in-global-economic-impact.
“Boxing vs. UFC: Revenue & Popularity 2021.” SportyTell, 23 Feb. 2021, sportytell.com/boxing-vs-ufc-revenue-popularity/.