merchandise
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Mixed Martial Arts often has to fight wrong headed perceptions about the sport. At times this is because the public is ignorant of the sport, but just as often it is caused by folks you think would be more protective of the sports image: the promoters and merchandisers of MMA itself.
Too often, the first image someone sees in relation to MMA is negative and gives off the wrong connotations. Take for the example the debut of the IFL on MYNetworkTV: a company that up until that point had done a respectable job of presenting MMA as a sport dug themselves a hole they would never escape by portraying the sport as one based in blood lust, trumpeting the fact that "someone's going to the hospital."
Another example of MMA putting it's worst foot forward came in this recent article on a recent
Caged Fury show getting pulled, ostensibly because of the way they were marketing themselves:
Scott and Hendrix president Dr. Timothy Cloyd both said they had expected an event similar in nature to the Taekwondo tournaments regularly held at the college. When it came to Hendrix's attention that some Bone Krusher advertising featured skull-and-crossbones imagery, bloody noses and scantily-clad young women, they said, the college had no choice but to pull the plug on Caged Fury.
"We had no way of knowing they were going to market it in such a raunchy fashion," he said; "a lot of the sponsors didn't know either. We were duped into thinking this was a family friendly event."
While the venue in question was religiously affiliated, that is a bit beside the point. Without regard to the venue, marketing yourself with those selling points isn't leaving the public with a positive image of the sport.
Merchandisers are often just as guilty of these negative connotations. Affliction often takes shots form the online MMA media, but nothing I've seen from them comes off as negative as something like this shirt and the message it sends:
While using these marketing tactics may aide the bottom line in the short term, they hamstring the sport in long term. Sometimes the worst wounds are self-inflicted.
Written by admin on June 13th, 2008 with comments disabled.
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- WWE: WrestleMania XXIV
- WWE: Backlash 2008
- UFC 81: Breaking Point
- WWE: Twist Of Fate: The Matt & Jeff Hardy Story
- WWE: Tagged Classics 2003: Backlash/Judgment Day
- WWE: Tagged Classics 2003: Royal Rumble/No Way Out
- NFL: Super Bowl XLII Champions New York Giants
- EliteXC: Renegade
- WWE: Triple H: The King Of Kings
- UFC: Best Of 2007
Written by admin on June 12th, 2008 with comments disabled.
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(Breathtaking.)
Apparently, action figures were just the beginning. According to a news release on UFC.com:
[F]ans of the Ultimate Fighting Championship will soon be able to collect Jakks Pacific UFC figures, use UFC-branded Bic lighters and Silver Buffalo watches, shop with a UFC credit card, and pick up UFC apparel at JC Penney stores…
Already, UFC-branded Bic lighters are hitting retail shelves, and after April’s ‘soft’ launch of UFC t-shirts at 450 JC Penney stores, the retailer will create “UFC Hot Zones†in August that will sell shirts and headwear in the Young Men’s department. Silver Buffalo, which has developed licensed products for such brands as WWE, Elvis Presley, Led Zeppelin, Bob Marley, and Kiss, will come on board this summer with UFC-branded watches, barware, bar accessories, lighting, wall décor, and billiards and darts accessories, and on June 15th, US Bank launches its UFC VISA card with no annual fee and the option to receive points for UFC merchandise…
There are also going to be more than a few happy faces when official UFC action figures hit major retailers such as Wal-Mart, Target, K-Mart, and Toys R Us in Fall of 2009. Expected in this launch will be Chuck “The Iceman” Liddell, Forrest Griffin, Brock Lesnar, Antonio “Minotauro” Nogueira, Michael “The Count” Bisping and UFC Middleweight Champion Anderson “The Spider” Silva. Octagon playsets and role-play items based on the UFC brand and its classic and current roster of star fighters are also planned.
On the one hand, I’m really looking forward to the day when the checkout girl at the grocery store asks me “debit or credit,” and I slam down my customized UFC Visa card with the image of Joe Stevenson’s bloody face and say “What the fuck do you think?” But I’m also growing increasingly wary of the “WWE-ization” of MMA’s most prominent organization.
(more…)
Written by admin on June 11th, 2008 with comments disabled.
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A few weeks back
we took UFC brass to task for their ignoring possible additional revenue by not being more aggressive in their merchandising. They look to be addressing these areas in a big way, announcing a slew of deals via the
UFC website.
....fans of the Ultimate Fighting Championship will soon be able to collect Jakks Pacific UFC figures, use UFC-branded Bic lighters and Silver Buffalo watches, shop with a UFC credit card, and pick up UFC apparel at JC Penney stores.
The UFC has lost revenue by dragging their feet in this area but better late than never as they say. Similar deals to these should have and could have been struck over a year to eighteen months ago, based on the UFC's popularity. This should be the first of many announcements in this respect as Zuffa should look to stay aggressive in this area.
Written by admin on June 11th, 2008 with comments disabled.
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Today the
UFC announced a major licensing deal with Jakks Pacific. Dana White and Brock Lesnar appeared on CNBC's
Power Lunch as part of the roll out.
MMAPayout.com reported earlier today on the potential announcement of a major licensing agreement. Licensing and merchandising has long been identified as a major
untapped revenue stream for the UFC.
Jakks Pacific is a long time parter of WWE, however, that association will be coming to an end in 2009. The first UFC products under the Jakks deal will hit the shelves in the fall of 2009. Earlier this year
WWE and Mattel announced a deal that will commence in 2010.
While on Power Lunch,
White also addressed various rumors surrounding the company's major announcement on Thursday.
Written by admin on June 10th, 2008 with comments disabled.
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As the industry continues to wait with baited breath for Dana White’s major announcement on Thursday, here are a few more items of rumor and innuendo to add to the guessing game:
- MMAPayout.com has learned that financial giant Morgan Stanley has reportedly been working on a collaborative/financial deal between Zuffa and another party.
- Sources have told MMAPayout.com that a significant licensing deal may be part of the planned announcement. Licensing and merchandising has long been identified as a major untapped revenue stream for the UFC. Adding even more intrigue is WWE’s rumored involvement in the deal. The WWE also has a press conference scheduled for Thursday.
- Last night a poster on the Underground Forums added the following rumor “from a reliable source” to the mix: “a group of investors led by Dana White have agreed in principle to purchase the UFC from Frank and Lorenzo Fertitta for an undisclosed amount. Included in this investment group is WWE’s Vince McMahon who will now own a minority stake in the company. They also have plans on taking the company public by years end.”
It should be noted that none of the sources referenced are parties to the negotiations. As a result, this report should be considered rumor or informed speculation at best. 
Written by admin on June 10th, 2008 with comments disabled.
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The Ultimate Fighter Notice T-Shirt
100% cotton black t-shirt. Front of shirt has “The Ultimate Fighter” logo screen printed in yellow. Back of shirt has “Notice: Everyone was Harmed During the Taping of this Show” screen printed in black and red. Available in M-XXL.
Written by admin on June 9th, 2008 with comments disabled.
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As a follow-up to our previous post on boxing brand Everlast and their moves into the MMA market, Everlast President Adam Geilser recently spoke with Brandweek and gave more insight into their marketing plans and why they are looking to reach MMA fans:
BW: Everlast recently signed a deal with Ultimate Fighting Championship legend Randy Couture. How does his mixed marshal arts background fit into your future plans?
AG: Everlast is the exclusive apparel and equipment sponsor of Randy’s Xtreme Couture Gyms. In September we will launch Everlast’s MMA equipment line at retail. We are doing a photo shoot with him [this week] for a print campaign that will run in men’s and sports magazines. …… Our brand is strong with consumers 30 and older. With Randy and MMA, we will attract 16-22-year olds, a demo we have had trouble attracting. So the opportunity to speak to these younger consumers is key for us. It’s a major opportunity to grow our business.
Written by admin on June 9th, 2008 with comments disabled.
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- WWE: WrestleMania XXIV
- WWE: Twist Of Fate: The Matt & Jeff Hardy Story
- WWE: Tagged Classics 2003: Backlash/Judgment Day
- NFL: Super Bowl XLII Champions New York Giants
- WWE: Tagged Classics 2003: Royal Rumble/No Way Out
- EliteXC: Renegade
- WWE: Triple H: The King Of Kings
- WWE: The Best Of Raw: 15th Anniversary 1993-2008
- UFC 80: Rapid
- UFC: Best Of 2007
Written by admin on June 7th, 2008 with comments disabled.
Read more articles on wwe and merchandise and UFC and EliteXC and MMA.
UFC 84 Official Program
A great MMA collectable! The official UFC 84 Program sold at the event held on May 24, 2008 in Las Vegas. Get yours today!
Written by admin on June 3rd, 2008 with comments disabled.
Read more articles on Wanderlei Silva and merchandise and Lyoto Machida and UFC 84 and ultimate fighting and Sean Sherk and Keith Jardine and MMA and UFC and BJ Penn and Tito Ortiz and MMA Collectibles.
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