Who Sponsors the UFC Beast?
The UFC has ultimately been fighting for its now-established seat at the entertainment table since 1993. At this time, during what many consider the .com rush, successful companies like Amazon were started, and many faced financial uncertainty as new ways to connect with people were explored. This new sport, coupled with practices like selling tickets through traditional print and TV advertising, with word of mouth included, put it on the ropes as a business. Much of that could be because that was an old business model where the owners of Art Davie and Rorian Gracie tried their best with promotional talents like then-President of the UFC, David Isaacs, to promote it in this new medium of space. However, by the start of early 2001, Dana White then entered the picture with the Fertitta brothers after buying it outright and receiving little to work with after much of the original assets had been sold.
They worked hard with what little assets they had and by 2006 had self-funded most of the dream that had started in 1993 of trying to find which martial art could surpass others. However, at this point in time, two major events occurred, and sponsors wanted to be featured in the UFC dream with the foundation of having fighters exhibit mixed martial arts fighting skills. The first event was Spike TV allocating viewership space in its television lineup to show The Ultimate Fighter series, where the finale of Forrest Griffin and Stephan Bonnar drew such a large television response that mainstream notice was attained. The second event was when 1,000,000 pay-per-views were sold to tune in for the UFC 66 Chuck Liddell and Tito Ortiz headlining fight. After this, Forbes evaluated the company at $1.1 billion, creating a buzz that businesses could get behind.
This buzz created interest for companies like Venum, a niche fighting and athletic apparel business, to fully grow and contribute millions to be sponsored on UFC fighters’ apparel and octagon advertising space by 2020. Moreover, Monster energy drinks, which are just as synonymous with the brand, got behind them in 2015. Their logo is almost always featured at the center of the octagon, providing viewers with a reminder of their brand. Other companies have claimed Octagon space, following in the footsteps of Monster. These companies include online cryptocurrency platforms like Crypto.com and Black Rifle Company, which all provide new blood to keep the UFC franchise expanding to new heights. Does this mean there is a ceiling to the heights UFC can grow, like its fighters, who inevitably peak during certain phases of their fighting career growth? Time will only tell, but it is a business that has seen lean times and, from that, achieved unrivaled success.
