UFC as a brand:
Founded in 1993, the Ultimate Fighting Championship (UFC) has
gone on to become the largest Mixed Martial Arts brand in the
world. Having established itself in markets like US, Canada, and
Brazil, the UFC has made its first big push in Pakistan.
Its ultimate aim for launching UFC in Pakistan: is to make UFC
the second biggest property in Pakistan after cricket
Relative to other sports, what we do is put on fights that fans
want to see. All fighters are contracted by us. It is easy to
put matches together. Our aim is to never have a mismatch. So
we put fighters in an event who are evenly matched. Most fights
don’t go to a decision. Matches are fast paced and you have
outcomes that are very definite and defined.
Boxing is one dimensional. In the UFC, on the other hand, you
can grapple, kick, punch and put the opponent in a submission
hold. It is interesting from a strategic standpoint and more fast
paced. That is why younger people like it. In 2006 UFC overtook
boxing as the biggest provider of pay per view events. Last year
in November over nine million Americans watched a heavyweight
fight on Fox. Bellator would be lucky to get 90,000.
UFC main Focus:
To overcome on perception that UFC focussed on the violence and
spectacle of the sport rather than focus more on athleticism,
quality of the fighters and the competition. The aim is to have
athletes compete in a safe way. The sport is a combination of
martial arts like Judo, Jujitsu, Boxing and Taekwondo.
Gameplan to counter WWE:
When UFC got started in US, WWE was popular in the US. But people
figured out quickly that while we were real, the WWE was fake.
We were, thus, able to migrate a lot of fans over to the UFC.
REAL vs FAKE
In Pakistan, we see the same thing happening, particularly with
the younger demographic base. Once they see how exciting the UFC
is and that it is real, they will migrate from WWE.
UFC vs WWE Target Market:
TG is males 18-34. WWE skews a little bit younger - teenagers