The UFC is one of the greatest success stories of modern times. When Frank and Lorenzo Fertitta and Dana White purchased the brand in 2001 for $2 million, it was struggling to survive. However, over the last two decades, the new owners managed to market the competition globally and turn it into a $4 billion company.
Up to now, the UFC has adapted to technological developments well, but it still needs to evolve to stay relevant in the future. There are various ways that the UFC can reach an even greater audience and become bigger than it is today.
Coordinated Platform Approach
The modern marketing approach for any major business in the entertainment industry nowadays is to opt for a coordinated multiplatform model. This is designed to reach as many people as possible, as different demographics enjoy diverse offshoots of online recreational activities. That means getting representation in television across the many streaming series, as well as content in the gaming industry on numerous devices.
The sprawling gaming industry is an excellent way to reach a vast number of people. The UFC is already doing this through the EA Sports UFC series, which has been running since 2014. There have been four titles to date, all of which have been well received by critics and players. Some of the titles have accompanying mobile apps as well, helping to draw more attention to the console offerings.
In today’s bustling gaming market, it’s crucial for brands to embrace every branch possible. One of the most lucrative sectors is iGaming and this is probably the best way to break into markets around the world as online casinos are popular everywhere. Take the emerging Canadian gaming market, for instance, where there are so many sites vying for players’ attention that review pages have emerged to help players decide on the best real money online casino Canada. They’re listed based on their offers, such as deposit matches and free spins. However, players are also drawn to specific slot games, and can often discover other media through this market. It’s worked for series like Game of Thrones, and a licensed UFC slot could have the same effect.
UFC Documentaries Could Boost Appeal
Another way to get recognition in global markets is to commission documentaries on streaming subscription platforms. Netflix and its rivals have expanded in almost every country around the world, so having content there is the perfect way to reach people from different nations. The UFC is currently not popular in India, but White has expressed an interest in marketing to the country more.
One way to do this would be to release a documentary on Netflix. This has boosted the appeal of other sports and teams in recent times, with The Last Dance being a prime example of the power that this kind of programming can have. The hugely successful series was watched by more than 23 million people outside of the USA, despite being about an American basketball team. Other high-achieving sports documentaries include the All or Nothing series on Amazon, and standalone gems like Take Us Home: Leeds United.
The UFC is massive, but there are plenty of markets around the world that it still needs to win over. For instance, it has traditionally struggled to break into Asia. To reach as many people as possible, it’s clear that the UFC needs to franchise across as much diverse media as possible.