Could ultimate fighting overtake boxing?
By
Gareth A. Davies
This Autumn promises to be a special one for British boxing, yet this Saturday 17,000 fight fans will flock to the O2 Arena in London Docklands to see not the sweet science, but the Ultimate Fighting Championships. It will be as big a fight night in London since the days of Frank Bruno
No holds barred: ultimate fighters vie for the Championship
UFC is certainly exploding in popularity. In the US the UFC - where combatants use a mixture of boxing, kickboxing, Greco-Roman wrestling and Brazilian Ju-Jitsu - has become as much a staple of the US sports fans' diet as gridiron, basketball and baseball. Such is the UFC's appeal to 18-35 year old males that more traditional sports like boxing are attempting to copy the league's combination of hard rock, great looking girls and super-sleek 21st century presentation.
"In America, we've gotten to the point where when fight fans are gathering around the water cooler on Monday and ask their buddies 'Did you see the fight Saturday night?' they are talking about the UFC," said UFC President Dana White. "I'm a huge boxing fan, we were delighted Ricky Hatton accepted our invitation to train for his last fight in Las Vegas at our private gym, but the UFC as a company is bigger than boxing as an entire sport in the US right now."
The popularity of the UFC in the US cannot be exaggerated. Over the last two years the UFC has out performed traditional American sports like ice hockey, baseball, basketball and even gridiron at the box office and, more especially, in the arena of television viewing audiences. It is an amazing turnaround for a sport which was thrown off US pay-per-view airwaves after legislators such as Senator John McCain campaigned for the events to be banned.
White believes UFC is filling a niche market. "The UFC was created in 1993 to be a one-off event to find out who'd win a tournament where every martial art from boxing to wrestling to karate to kung-fu was represented. But what happened was the original owners made a ton of money on the show so did another, and another and another. They had no idea they were creating a sport for a whole new generate of fight fans. Where they messed up was they ran from regulation, they marketed it as no holds barred and did all these crazy things where State Athletic Commissions had to step in. It just wasn't promoted as a sport or run correctly."
That was until January 2001, when former boxing manager and gym owner White along with childhood friends and casino operators Lorenzo and Frank Fertitta bought the company. They got the company for the fire sale price of $2 million, but over the next four years sunk another $44 million into re-branding the UFC as a legitimate sporting promotion.
White admitted: "I'm a really optimistic person so I never really considered that this thing wouldn't work out in the end but, yeah, there was a couple of days when we thought maybe we had the right product but at the wrong time. It was pretty scary to spend $44million on something, absolutely, but we kept at it because Frank, Lorenzo and I really believed that if only people sat down to watch one show, they'd be hooked on the UFC. It was just a matter of getting people to give this sport a chance
Ultimate fighters use a mixture of martial arts
That chance came in 2005, when the first series of the UFC's reality TV series 'the Ultimate Fighter' hit the US airwaves. White said: "That show was our Trojan Horse. We got people watching mixed martial arts without even realising it. We got 16 of the best young fighters in the world to live and train together, film them in the house like Big Brother, film them training for their fights like Rocky, and people realised 'Hey, these guys aren't thugs, they are athletes and they train their asses off'. Then at the end of each episode two guys fight for the right to advance in the competition and the winner of the whole series gets a six-figure contract with the UFC."
The show, screened on Bravo in the UK, was an overnight success and it's winners became heroes to the games console playing generation. White said: "We're the fastest growing sport there is but we're not even close to where we want this thing to be. We want to be global, worldwide, just like soccer."
The first stage market White has targeted outside of the US is right here in Britain. He said: "We came to London in July of 2002 and had a sold out show at the Royal Albert Hall. But even though we sold out and put on a great show, we came to the UK a little early.
"We jumped the gun coming to the UK, but I knew you guys would love this. When my partners and I bought this company we knew the three countries which would be our biggest markets would be the US, Mexico and the UK because all three countries like to see a good fight."
Now, with a UK office in place and after an estimated £4 million spent on advertising, the UFC seems to be replicating its US success over here. In April, the UFC not only drew the third biggest box office ever the Manchester’s MEN Arena, but also shattered pop icon's Take That's merchandise record. Then Belfast took a £1 million pounding at the gate for a June event, and a similar number at the merchandise stalls.
This weekend, the show will be broadcast in 160 countries worldwide (Setanta Sports in UK and Ireland). White is convinced the UK is ready this time. "We knew the fans were dying for us to come back here," White said. "I love the UK fans, they really get behind their fighters like (TUF winner) Michael Bisping and have such knowledge of the sport. And the UK media is getting more education about the UFC, too. They are realising that if boxing is a sport, then this is too and that they'd sell more newspapers covering us in their sports pages than bashing us.
"This is the same education process we went through with the US media. We expected it and, actually, we want it this way. We want the opportunity to explain that in this sport, we've never had a death or serious injury. This is the most exciting sport in the world and as soon as anyone gives it half a chance, they are convinced. And the UK is a much smaller country than America so it will take a whole less convincing to get the UFC to be as much part of the UK sports calendar as the FA Cup or next Ricky Hatton fight."