Ring Of Sports Marketing

Posts tagged ronda rousey

UFC

Dana White Says Rounda Rousey is “Probably Done” With Fighting

Dana White went on the show UFC Unfiltered and said that after recent conversations with Rousey that he believes she is done with fighting.

From the interview:

“In the conversation I had with her, if I had to say right here right now — and again, I don’t like saying right here right now because it’s up to her — but I wouldn’t say she fights again.  I think she’s probably done. She’s going to ride off into the sunset and start living life outside of fighting.”

“She’s going to ride off into the sunset and start living her life outside of fighting.”

“She’s so competitive that her career and record meant everything to her,” he said. “And then once she lost, she started to say to herself, ‘What the (expletive) am I doing? This is my whole life. This is it? I want to experience and start doing other things.’ And I think that’s what she started to do, and she’s got a lot of money. She’s never going to need money again.”

Ronda Rousey lost to Amanda Nunes by knockout in the first minute of her comeback at UFC 207.  Rousey spent a year away from the sport after her first loss in UFC history to Holly Holm at UFC 193.  The fight against Nunes was the fifth PPV program that earned over 1 million buys.

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MMA / UFC

Amanda Nunes Appears on Good Day LA

After her win over Ronda Rousey, Amanda Nunes made an appearance during daytime TV on FOX 11 in Los Angeles.  The hosts asked good questions to get Amanda Nunes to get her thoughts on what she saw in the Rousey fight and her reactions to Rousey’s strategy.  At the end of the interview Nunes discusses her plans to fight for the 145-pound women’s title.

Making daytime TV appearances was a huge part of making Ronda Rousey a star and pushing women’s MMA into the spotlight.  Unfortunately, she does have to answer whether she would fight a man and give her opinion on a Mayweather-McGregor matchup.

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MMA / Ratings / UFC

UFC 207 Reported To Total Over 1 Million PPV Buys

Dave Meltzer of MMA Fighting reports that the UFC 207: Ronda Rousey v. Amanda Nunes, recorded over 1 million PPV buys.   The UFC recorded five PPV shows in 2016.  McGregor was the main event in three of the events that earned more than 1 million buys with UFC 200 being the fourth show that exceeded 1 million buys.  Rousey was notably missing from all the pre-fight media events and there was very little mention of Amanda Nunes in the commercials for UFC 207.  The UFC 207 co-main event saw Cody Garbrandt take on Dominick Cruz in an entertaining fight for the bantamweight title, which surely aided in the PPV buys.

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Athlete Branding / MMA

Ronda Rousey Partners With Pantene For New Ad Campaign

Pantene will have Ronda Rousey as the one of the faces of their new “Don’t Hate Me Because I’m Beautiful” messaging.  Rousey’s individual ad is more personalized with the tag line “Don’t Hate Me Because I’m Strong.”

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UFC

AdWeek Profiles UFC Before New York City Debut

The UFC will host their first event at Madison Square Garden in November.  Professional mixed martial arts was previously illegal in the state and was the last state to legalize the sport.  With Conor McGregor at the top of the fight card the debut event in New York City could set financial records for the company.  AdWeek, a news outlet that covers “media news, including print, technology, advertising, branding and television” wrote about the company and its growth over the last decade.

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UFC

Rounda Rousey Returns at UFC 207

The wait is over.  Ronda Rousey will return to the octagon on December 30, 2016 to challenge UFC bantamweight champion Amanda Nunes.  Today, Dana White announced that Ronda Rousey would fight at UFC 207 on Colin Cowherd’s show “The Herd.”  Ronda Rousey’s title shot will come a year after she was knocked out by Holly Holm in the second round of UFC 193.  The loss to Holm was the first of her UFC career.  Rousey opens as a -320 favorite over Amanda Nunes.

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UFC

Joe Rogan Says The UFC Should Add 145lb Women’s Division for Cris Cyborg

 

Cristiane “Cyborg” Justino easily beat Lina Lansberg at UFC Fight Night 95.  In response, Joe Rogan says the UFC should add 145lb women’s division for Cris Cyborg.  Cyborg normally fights at the 145-pound limit, but due to the UFC not having a women’s featherweight division she has been fighting bantamweights at the catch-weight of 140-pounds.

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Ratings

Holly Holm Leads UFC On Fox To Best Ever Summer Rating

Holly Holm is a former UFC bantamweight champion but most sports fans know her as the woman who beat Ronda Rousey.  Holm lost her first title defense to Miesha Tate and her loss to Valentina Shevchenko has her looking at a losing streak.  However, Holm drove the UFC on FOX to the highest ratings in company history.

According to MMA Fighting, the last three rounds of Holm’s fight against Shevchenko drew 4.687 million viewers.  That number is good for the fifth-best UFC on FOX event but is the highest rated UFC on FOX rating during the summer months.

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UFC

The Future Of The WME-IMG UFC

On July 10th reports hit the web that the UFC sold for $4 billion making it the biggest transaction in sports history. For perspective, the Los Angeles Clippers were sold for $2 billion. The only sports entity that is considered to be in the neighborhood of a $4 billion valuation is the Dallas Cowboys. What differentiates the UFC from the Cowboys is that the team in Dallas is a part of a larger organization. When one owns the UFC they nearly own the entire sport.

Below is a summary of information and insights I have onto the possible future of the new WME-IMG UFC covering the new roles of the owners, the business acumen of the investors, the marketing power of WME-IMG, what the purchase means to athletes, what global expansion will look like, what the new revenue streams are, and what the biggest risk is to the sport:

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Commercials

Rousey Stars In New Reebok #PerfectNever Ad

Ronda Rousey might be on her way back to the octagon soon with the new Reebok ad.  In Ronda Rousey’s #PerfectNever ad there’s a reframing of losing.  Combat fighters’ value is very closely tied to their record but in the case of Ronda Rousey she has only become more popular as a result of her first loss.

The commercial goes:

Perfect never gets truly tested.  Perfect never gets to slience it’s critics.  Perfect never gets a shot at redemption.  So yeah, I’m fine with not being perfect.

We last saw Ronda Ruosey knocked out by Holly Holm at UFC 193.  Going into the fight Rousey was 12-0 and seemed invincible after finishing all but one fight in the first round.  When she lost the fight there she was devastated.  While Rousey had planned on taking a departure from the UFC after UFC 193 the radio silence has been deafening on her interest in pursuing MMA.

Some might think that since she’s a celebrity and can make movies she doesn’t need to fight to make money anymore, therefore, she might just walk away from the sport.  This ad looks like she might be coming back sooner than later.

Ringside Analysis:

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