In combat sports, fighters too often take a backseat to the companies and promoters they are under contract with. To help bridge that gap, Spike TV — the home of Bellator MMA, Bellator Kickboxing and Premier Boxing Champions — are embarking on a marketing campaign with the sole purpose of putting “Fighters First.”
Matt Mitrione celebrates his victory during the UFC Fight Night event at the U.S. Airways Center on December 13, 2014 in Phoenix, Arizona. (Photo by Christian Petersen/Getty Images)
“It’s not about the promoter, it’s not about the network … it’s really about the athletes and how they get recognized,” said Spike TV President Kevin Kay. “The most important thing is figuring out a way to platform these guys and give them a real opportunity to build their brand.”
The initiative, which officially kicks off on Friday night when Adrien Broner defends his WBA super lightweight title in a PBC event in Washington, D.C., will help fighters monetize their brands through increased exposure on multiple platforms. Namely, shoulder programming specials and digital features that let fans see a side of them that gets overlooked.
Case in point: heavyweight Matt Mitrione, the promotion’s latest free-agent signing formerly with the UFC, who will shift over to the broadcast booth as a color analyst for Bellator Kickboxing.
“He’s more than a fighter; this guy’s a character,” Bellator President Scott Coker said of Mitrione. “He’s got the gift of gab; he’s very articulate.”
Andre Dirrell boxes James DeGale during their super middleweight fight at Agganis Arena on May 23, 2015 in Boston, Massachusetts. (Photo by Maddie Meyer/Getty Images)
The features, whether on-air or online, will range from topics as serious as the water crisis in Flint, Michigan — a cause boxing brothers Andre and Anthony Dirrell have taken up — to recreational activities fans might not expect.
“One of the digital pieces that I loved, going back a couple months ago, was (light heavyweight Tito Ortiz) fishing on his boat,” Kay said. “You see the training video, you see him mouthing off, you see him being Tito. But to get a look at him in that setting … we want to do a lot more of that.”
While the immediate benefit to fighters will be increasing their earning power through sponsorships, the campaign’s larger aim is to set everyone up for long-term success.
“We’re making a commitment to our top athletes who we believe are going to be the future of this company,” Coker said.
With the commitment, Spike and Bellator are also setting a precedent for how they feel combat sports promotions should treat their talent.
“At the end of the day, it’s a business about fighters and a business about people,” Coker said. “This is our philosophy. It’s going to be a branding statement for us.”
http://www.forbes.com/sites/mattcon...-for-bellator-mma-combat-sports/#7d7a23bc50fa
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great idea for Bellator to go on this type of campaign. The first thing I thought of when the reebok deal was announced was that bellator should go on a "freedom of sponsorship" campaign, but this is a step up from that.
These types of business decisions make me optimistic that bellator is in it for the long haul. I've stated this many times, but one thing Bellator has going for them is that they are on such a shit channel. If Bellator could start gaining more momentum, they could petentially out out much more content on spike. If they can't offer as much money as the UFC to the fighter, they could offer other incentives like co promoting and programming specials(ala benson).
*there were videos, but didn't know how to post them*
Thoughts on Bellator's new PR campaign?
Matt Mitrione celebrates his victory during the UFC Fight Night event at the U.S. Airways Center on December 13, 2014 in Phoenix, Arizona. (Photo by Christian Petersen/Getty Images)
“It’s not about the promoter, it’s not about the network … it’s really about the athletes and how they get recognized,” said Spike TV President Kevin Kay. “The most important thing is figuring out a way to platform these guys and give them a real opportunity to build their brand.”
The initiative, which officially kicks off on Friday night when Adrien Broner defends his WBA super lightweight title in a PBC event in Washington, D.C., will help fighters monetize their brands through increased exposure on multiple platforms. Namely, shoulder programming specials and digital features that let fans see a side of them that gets overlooked.
Case in point: heavyweight Matt Mitrione, the promotion’s latest free-agent signing formerly with the UFC, who will shift over to the broadcast booth as a color analyst for Bellator Kickboxing.
“He’s more than a fighter; this guy’s a character,” Bellator President Scott Coker said of Mitrione. “He’s got the gift of gab; he’s very articulate.”
Andre Dirrell boxes James DeGale during their super middleweight fight at Agganis Arena on May 23, 2015 in Boston, Massachusetts. (Photo by Maddie Meyer/Getty Images)
The features, whether on-air or online, will range from topics as serious as the water crisis in Flint, Michigan — a cause boxing brothers Andre and Anthony Dirrell have taken up — to recreational activities fans might not expect.
“One of the digital pieces that I loved, going back a couple months ago, was (light heavyweight Tito Ortiz) fishing on his boat,” Kay said. “You see the training video, you see him mouthing off, you see him being Tito. But to get a look at him in that setting … we want to do a lot more of that.”
While the immediate benefit to fighters will be increasing their earning power through sponsorships, the campaign’s larger aim is to set everyone up for long-term success.
“We’re making a commitment to our top athletes who we believe are going to be the future of this company,” Coker said.
With the commitment, Spike and Bellator are also setting a precedent for how they feel combat sports promotions should treat their talent.
“At the end of the day, it’s a business about fighters and a business about people,” Coker said. “This is our philosophy. It’s going to be a branding statement for us.”
http://www.forbes.com/sites/mattcon...-for-bellator-mma-combat-sports/#7d7a23bc50fa
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great idea for Bellator to go on this type of campaign. The first thing I thought of when the reebok deal was announced was that bellator should go on a "freedom of sponsorship" campaign, but this is a step up from that.
These types of business decisions make me optimistic that bellator is in it for the long haul. I've stated this many times, but one thing Bellator has going for them is that they are on such a shit channel. If Bellator could start gaining more momentum, they could petentially out out much more content on spike. If they can't offer as much money as the UFC to the fighter, they could offer other incentives like co promoting and programming specials(ala benson).
*there were videos, but didn't know how to post them*
Thoughts on Bellator's new PR campaign?
