Adam Swift over at MMA Payout breaks down the huge numbers this year’s Wrestlemania did. Normally I couldn’t care less about what boxing or pro wrestling is doing in comparison to the UFC … it just seems like a pissing match and no one has been able to determine if rises or dips in one sport contribute to rises or dips in another. But tucked down at the end is this interesting point:
The power of recurring event branding has yet to be unleashed in MMA. The UFC has began establishing its December show as the biggest of the year, but hasn’t chosen to do recurring branding for it or any of its events. When will MMA establish its Superbowl, World Series, Daytona 500, WrestleMania, etc.?
The UFC basically has it’s big New Years Eve show, and it also tries to do something impressive on Superbowl weekend. And there’s also what seems to be an annual tradition of coming to Columbus Ohio during the Arnolds. That’s about as close as they get to any kind of regular branding for it’s shows, which is too bad because some branding would mean less stupid names like “Ill Will” and “Validation” every year.
K1’s branded “Dynamite” shows are their biggest and most prestigious events. PRIDE had it’s Open Weight Grand Prix with it’s Critical Absolute events and such. You don’t even have to look at it as something that happens every year at a specific time at a specific place. The UFC could just create an event name and wheel it out every time there’s a retarded card. The whole thing is mainly just a marketing gimmick, but as a former event promoter, trust me when I say it freaking works.My bet is you’re not going to be seeing this for a while because Zuffa is content on just using constant pressure to build the UFC as an overall brand rather than targeting a specific event. I can’t fault their reasoning for doing this … you see Wrestlemania numbers pop waaaaay over what any other wrestling PPV does and you wonder if most average fans have decided that it’s the only one that’s really worth paying for.