When the UFC was first starting to gain national media
attention in the sports world during the early 2000’s, many wondered if the
combat sport would be just another flash in the pan and fade away in a matter
of years. Professional MMA was once considered by critics as a “barbaric blood
sport” during the early Renzo Gracie and Ken Shamrock days, but that all
changed once a highly enthusiastic businessman named Dana White entered the
picture. The Zuffa era of the UFC kicked off after the Fertitta brothers and
White purchased the struggling company for $2 million and created
‘Zuffa, LCC’ as the umbrella corporation to the Mixed Martial Arts establishment. Yet, the
true key to the success of the company lies within the “entertainment mindset”
of White and his fighters.
While most UFC aficionados (such as myself) appreciate the essence and mechanics that are incorporated within the sport, those individuals are unfortunately a very small percentage of the company’s profit margin. The legendary fights between Chuck Liddell and Tito Ortiz was fueled by the obvious dislike that both fighters had towards each other and therefore drew in new fans towards the sport. The conflict between fighters can give off a certain WWE aroma to the sport which is the gold mine that gives the UFC its opportunity to continue to rise in the ranks of the sports world.
It is
not a mistake to call Dana White the Vince McMahon of the UFC because he
clearly has adopted Vince’s mindset of doing not only what’s best for the sport, but
also for business. What's best for business? Characters. When Dana signed WWE superstar Brock Lesnar to the UFC
in 2008 it was clearly for both the athletic prowess that Lesnar possessed and
the added entertainment value. During UFC 100 (which currently ranks as the highest UFC
pay-per-view buy-rate) Brock's “bully” like persona was a great counter balance
to UFC star heavyweight Frank Mir’s “cocky” attitude; which Dana White
orchestrated beautifully throughout the media. After Brock’s era of dominance
came to an end, a generally unknown wrestler from West Linn, Oregan by the name
of Cheal Sonnen came into the picture. Regardless if you are a fan of Sonnen’s
or not, one can’t deny the way he revolutionized the sport within the eyes of
the national media.
Sonnen possessed the uncanny ability to combine both his
WWE like charisma and mic skills with his fighting ability. His press
conferences became must see television, and while then middleweight champion
Anderson Silva was undoubtedly the best pound-for-pound fighter on the planet,
it was Sonnen's microphone antics that sold their fights. Dana White
strategically pushed Sonnen as a headliner for many UFC pay-per-views,
understanding the value that the fighter had towards both the company and the
sport. After Sonnen was released by the UFC, there seemed to be a vacant spot
for someone to fill and continue to carry on the mantle of Sonnen and Lesnar.
The company seemed to have a bit of that spot filled with female MMA sensation
Ronda Rousey, who’s dominance within the octagon and her cocky (with her resume
rightfully so) persona has created much buzz around the women’s division of the
sport.
Yet, one can’t deny that this remains a male dominant sport and a male
lead is needed to help carry the mother load of the company’s entertainment
features. Enter the recent Irish sensation Conor McGregor; currently
dominating the UFC’s featherweight division and is preparing to fight
Brazilian star Jose Aldo for the championship. Like a breath of fresh air
McGregor’s microphone antics perfectly match his in ring fighting style;
they’re both tough, rough, raw and unfiltered. He, like the aforementioned Chael
Sonnen, says whatever comes to his mind and does not shy away from the media.
Whether you root for him or against him, McGregor embraces both sides of the
spectrum and utilizes it as fuel for both his interviews and is matches. White
has found himself another gold mine in this 26-year-old fighter, who continues
to finish his opponents in spectacular knock-out fashion.
Regardless of where this sport goes towards the future, it will forever be "characters" like McGregor, Sonnen, Rousey, Lesnar, Mir, and Liddell that will be the driving factor for this company, and Dana White completely understands this fact. Can these antics get out of hand? Of course. Though with
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