Mixed Martial Arts

1
Mixed Martial Arts
PC Comments I actually like the minimal
approach to the first slide. Feels dark and
brooding - like MMA should.
2
What is Mixed Martial Arts
A combat sport in which two competitors attempt
to achieve dominance over one another by
utilizing a variety of permitted martial arts
techniques
PC Comments Okay not sure I like this visual
approach all the way through. Definitions are
good. This one is simplistic, but at least you
have one.
3
The Challenge
Create a 5-year plan to make MMA a top 5 sport in
the US and UK
PC Comments This is getting ridiculous. Even
with no images there are better ways to present
these words. Task is fine. Measures of success
while useful feel incomplete - why have you
chosen these sports as the ones to beat?
Measures of Success
Surpass the NFL and FA Premier League in
popularity and ratings
4
Where are we now?
The Ultimate Fighter on Spike TV has posted
continuous rating gains in each of its 3 season.
For the weekend of Superbow XL current episodes
touted more viewers and a younger media age than
NBA games on TNT and MLB games on ESPN
Demographic Profile During Superbowl XL Weekend

• 1 among men 18-34 (3.71, 971,00) in timeslot
  (weeknights _at_ 10pm)

• 1 in HH ratings (1.95), average audience (2.4
  million)

• Men 25-34 (5.03, 758,00)

PC Comments I've given up on thinking this
will get better visually. Good - an
understanding of current performance, and some
data to support this But what are your
conclusions? Are you going after NBA and MLB?
This is information without analysis.

• Men 18-49 (2.70, 1,411,000)

Nielsen Monitor-Plus
Defeated TNT's NBA doubleheader featuring the
league's marquee teams including Pistons vs. Heat
/ Lakers vs. Nuggets in household rating (1.95 to
1.68), average audience (2.4 million to 1.8
million)
5
Challenges / Issues
PC Comments Not quite sure what you're trying
to say here.
Challenges
Issues
Perceived as human cock fighting
The sight of blood makes people uneasy
Protecting the safety of fighters
31 rules have been instituted, yet the perception
of the sport is unchanged
Not sanctioned in major cities
State athletic commissions hesitate to approve
human cockfight
Traditional media coverage
Journalist arent willing and informed enough to
report on the sport
6
PC Comments Some good ideas here. But I don't
feel I've been given any insight before this. I'm
not sure against what I should be judging these
as solution why will they work?
Changing Perceptions
1. Humanize the Sport

• Build a relationship with TV viewers -- Create
  shows to compliment reality TV

• HBOs REAL SPORTS

• CBSs 60 Minutes

• MTVs Final Fu

• Start a conversation with fans on the web

• Build a MySpace homepage for the most personable
  fighters

2. Educate Newspaper Beat Writers

• Obtain regular write-ups in national/regional
  newspaper publications

Example

• Andrew Levin of the Washington Post regularly
  covers MMA events

3. Hire Lobbyist

• Endorse the safety of the sport to law makers

• Minimize barriers for approval from state
  athletic commissioners

• Target special interest groups in the 5 largest
  US and UK cities

7
Integrating a Fragmented Sport
PC Comments This makes a lot of sense. But
doesn't feel like the big idea that's going to
transform perceptions within the population at
large.
The Mixed Martial Arts Federation
A Unified League
1. Ensures rules are consistent from city to
province
2. Regulating the rules will accelerate
sanctioning in major markets in the US and UK
3. Leagues makes regional TV deals possible
4. Leagues with extended reach are attractive to
sponsors
8
PC Comments Slide is unclear. While there is
a thought here about seasonal opportunity - you
seem to be suggesting not having a profile for 7
months of the year.
Integrating a Fragmented Sport
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
American Sports
Baseball
Basketball
US Football
Hockey
British Sports
Football
Cricket
Rugby
Create A Season

• A seasonal sport during the summer months
  eliminates major media outlets from having to
  create costly programming

• Having fixed time slots attract advertisers
  trying to reach MMAs hard to reach 18-34 yr olds
  audience

Legend
Start of Season
End of Season
9
National Integration
PC Comments Again this is quite and
interesting idea. But why will this help us reach
our objective?
Endorse Friendly Matches

• Creates cause for media coverage

• Develop regional cable programming

• Introduces the sports starts to a broader audience

• Creates opportunity to attract corporate sponsors

• Gives the sport credibility because it is an
  international event

10
Sponsorships
PC Comments What is the insight behind these
ideas? Why these brands?
Creating Mutually Beneficial Partnerships

• Obtaining official sponsors is key to serving a
  growing audience

• Partnerships should be formed with brands that
  naturally fit the lifestyle of the audience

Performance Vehicles
Energy Brands
Sports Brands
Sports Performance Drinks
Record Labels
11
PC Comments There is clearly a lot of thinking
in this. And some great ideas that arent in the
rest of the presentation retail store,
Olympic sport. But throughout the whole deck I
dont feel you really demonstrate an
understanding of the sport.
The Plan
Promoting the Sport
Year 5
Integration
Year 4

• Unite global leagues
• Develop farm system
• Create a retail store
• Establish MAAF cable network
• Take steps to becoming an Olympic Sport

Year 3
Sponsorship

• Develop regional partnerships
• Develop national partnerships
• Build relationships with suppliers, licensees
  broadcasters

Year 2
Expand

• Expand to top 5 markets (US UK)
• Move away from pay-per-view
• Target national TV
• ESPN, SKY TV
• Develop friendly matches

Consistency
Year 1

• Unite Leagues
• Create a season
• Obtain Sponsorship

Change Perception

• Humanize Sport
• Educate Writers
• Hire advocates

12
Thank you
For questions please contact George Crichlow
georgecrichlow_at_yahoo.com
917.572.5398