Weirdest UFC Sponsorships: From Monster Energy to Fast Food Chains
The use of sponsorships in sports is a key component of the business strategy because it helps athletes and sporting entities to monetize their sports products while at the same time creating awareness of products among consumers. It is the same with the UFC (Ultimate Fighting Championship), the biggest MMA promotion organization in the entire world. In years past, the UFC has secured sponsorship deals with an incredibly diverse group of companies, from traditional blue-chip firms to some very oddball companies. From energy drinks and alcoholic beverages to fast foods and other niche products, UFC sponsorships have been controversial at times. In this article, let’s take a closer look at some of the weirdest, most unexpected, and all around strange sponsorships in UFC history. Condom Depot The most unique and perhaps the most famous sponsorship in the history of UFC was with Condom Depot. Between 2007 and 2011, the online condom retailer sponsored many UFC fighters, such as the legend Jim Miller and Nate Diaz. Boxing athletes wearing trunks with Condom Depot printed on them became a laughing stock to fans and the new slogan’safe fighting’. Though it could appear strange to have sponsorship in a sport that is characterized by blood, sweat, and violence, it was good from the exposure point of view. The shorts are one of the most conspicuous billboards for fighters, and as we saw, the Condom Depot logo was in plain sight during most of the grappling action. However, funny as this was, this was very good for the company and provided the UFC with some of the most memorable branding moments. Dynamic Fastener Another weird but recognizable logo that was painted on the UFC fighters’ shorts for years is Dynamic Fastener. The name might lead one to think they are a swift moving company, but Dynamic Fastener is actually an industrial roofing supply company that is based in Pennsylvania and focuses on roofing fasteners, tools, and other supplies. The sponsorship was not relevant to the interests of the average UFC viewer, which put the partnership on the list of the most puzzling ones in the promotion’s history. The Dynamic Fastener logo was then seen frequently on the fighters’ trunks during the period of 2000s and up to 2010s, including fighters such as Chris Leben and Shane Carwin. However, it was frequently featured in UFC broadcasts, and many people jokingly wondered about the nature of business since it had nothing to do with the brand. Harley-Davidson Despite the fact that Harley-Davidson is one of the most recognizable brands, its connection with the UFC might be considered one of the most surprising sponsorships, first of all, because the two subjects seem to be extremely opposite. Harley-Davidson is an American motorcycle company with a heavy, traditional image, and the UFC is a youth-oriented international organization that may not necessarily appeal to Harley’s target market. However, the UFC-Hardy-Davidson relationship was long-lasting for years, and the motorcycle company supported many events and fighters. The Harley-Davidson logo used to be placed in the middle of the Octagon, and the champions of the TUF reality show would occasionally be given a Harley motorcycle as part of their rewards. While this may seem counterintuitive, the association with Harley-Davidson allowed the company to appeal to a new audience and further solidify the brand’s image of toughness and rebellion; however, many UFC fans would not be in a hurry to purchase motorcycles. Corn Nuts: “Corn to the Core” Corn Nuts, a snack that consists of crispy roasted corn kernels, started sponsoring the UFC in 2013. It looked quite strange to see the tagline Corn to the Core while associating it with the hardcore UFC event; however, the brand was advertised during the fight broadcasts in commercials and on social media platforms. The sponsorship was funny and generated many reactions between the UFC fighters and Corn Nuts; some fighters even shot a commercial for the brand. It was an odd pairing to have world-class athletes alongside a crunchy snack food, but it was a surefire way of making people stop and take notice. Viewers continue to recall the Corn Nuts slogan as one of the most strange features of the UFC broadcasts at the time. Burger King Athletes being sponsored by fast food chains has always been a controversy, but perhaps one of the most peculiar sponsorships in the UFC was Burger King supporting former UFC featherweight and lightweight title holder Conor McGregor. McGregor was signed to promote fast foods during his ascendancy, which was during his preparation for a boxing match against Floyd Mayweather in 2017. Although McGregor with his over-the-top personality and his ‘King’ nickname would have fitted perfectly into Burger King’s image, it was awkward to see a fast food chain sponsoring a fighter who is famous for his regimen and training. In the promotional videos, McGregor was depicted seated on the throne and even feasting on Burger King meals, which made the partnership even more unbelievable. However, the sponsorship was mutually beneficial for the two entities that otherwise are not easily associated with each other. McGregor and Burger King were a good combination, albeit rather unusual; this partnership benefited from both the star power of McGregor and the fast-food chain’s worldwide presence. MetroPCS: “The Wireless Wonder” Another peculiar but effective cooperation was between UFC and MetroPCS, a prepaid wireless telecommunications service. Until recently, MetroPCS was one of the primary sponsors of the UFC, and its logo was printed on the fighter’s gloves and the Octagon. What made the sponsorship peculiar was the fact that MetroPCS was known as a company offering a cheap, even a ‘budget’ service. The UFC, on the other hand, can sometimes promote itself as a paid subscription television sports entertainment brand. This conflict of images created some amusing moments since the sponsor, MetroPCS, is known for its cheap image while the UFC is associated with high-energy, high-priced events. This is because the brand even sponsored fighters such as Demetrious “Mighty Mouse” Johnson in a series of
The untold stories of fighters who earned millions: From sponsorships to superfights.
MMA as a sport has evolved from a combat sport that was only practiced by a few to become one of the most popular sports across the globe with fighters earning huge amounts of money. While the fighters in the sport have been changing at a fast pace, the financial aspect of the sport has also been volatile. In the early days of the UFC, fighters were paid little and had to make a living out of their fighting, but as the UFC evolved, only a chosen few get to earn millions. It is not only the earnings in the cage but the earnings from the sponsorships, endorsements, superfights and the smart investments made by the fighters. While most people know superstars such as Conor McGregor and Ronda Rousey who earned their millions in the cage, there are many other fighters who have amassed millions behind the scenes. In this article, we will be looking at how fighters, both famous and less famous, have been able to earn their money in an industry that is well known for not paying its lower ranked fighters much. From intelligent investments, sponsorships, and right fight decisions, here is how some fighters made the best out of the violent world of MMA and turned it into a lifelong source of income. 1. A History of Fighter Pay in MMA To understand how fighters have been able to earn millions, one has to first get a grasp of the history of fighter pay in MMA especially within the UFC. In the first years, fighters fought for the sake of the victory, honor and, most often, for the money which was often not enough to pay for training. In the early years of the UFC in the 1990s, the fighters’ earnings were not very good. As recently as the mid-2000s, purses for middle-of-the-pack fighters were not bad, with some fighters making $5,000 just to step into the cage and another $5,000 for a victory. Nevertheless, as MMA and the UFC in particular started to receive recognition with events such as the highly-anticipated UFC 100 and the appearance of popular fighters like Georges St-Pierre and Brock Lesnar, revenues started to increase. The biggest step was the signing of the contract with Fox Sports in 2011. The fighters started to negotiate for better wages especially when they are to face big opponents and the sport started to generate more revenue. Some fighters capitalized on this and were able to translate their victories in the cage to the bank and wealth that runs into seven and even eight figures. 2. Conor McGregor: An example of self-advocacy and sponsorships It is hard to discuss fighters who have made millions and not mention Conor McGregor. He is arguably the most popular fighter to grace the octagon and he is also the richest. It is for this reason that McGregor’s story is different from the rest; not because of his rapid ascent to the top of the UFC but because of his entrepreneurial spirit and personal branding. McGregor was not unknown to the Octagon before 2013, he was the two-time champion in the Cage Warriors organization. But his move to the UFC came with a lot of self- promotion that had not been seen before. McGregor employed the use of social media, press conferences, and his loud mouth to create a legion of fans who would follow him anywhere. Thus, he would mention his future rivals and promise to knock them out, and that made him a must-see fighter, which, in turn, resulted in increased earnings. However, what really put McGregor into a different financial league was the fact that he was able to monetize on sponsorships and endorsements. He entered into partnership with Reebok, Monster Energy, and Beats by Dre among others. However, the biggest turning point in McGregor’s career was his fight with Floyd Mayweather in 2017. The fight was dubbed as “The Money Fight” and McGregor got $100 million from the boxing match alone, including his fight check, percentage from the pay-per-view sales, and endorsements related to the fight. McGregor has also been successful in turning his fighting career into a business one is also another interesting aspect. He also ventured into the business world and introduced his whiskey brand known as Proper No. Twelve which has brought him so much profit in sales to an extent of selling a part of it at $600 million. This deal rendered McGregor as one of the richest athletes in the world. 3. Georges St-Pierre: The Professional and the Intelligent Investor Georges St-Pierre also known as GSP is one of the greatest mixed martial arts fighters of all time. His reign in the welterweight division, together with his polite and professional attitude, made him a fan and marketer’s choice. GSP never came close to McGregor’s fight earnings in terms of money but he was able to accumulate millions of dollars through investments, sponsorships and the right fights to take. Over the years, GSP has been one of the first fighters to get sponsorship from companies outside the UFC’s partners. He got sponsorship from Under Armour, Gatorade and even NOS Energy Drink which are companies that helped him make some money from his fights. When GSP was at the pinnacle of his career, he was getting several million dollars for each fight and this was because he was able to sell pay per view in Canada where he is a national icon. Unlike other fighters who spend their money in the wrong way, GSP was very responsible on his finances. He often mentioned how he had to save and invest his fight purses because he knew that a person’s fighting career is limited. He was also careful with the products he endorsed because he only endorsed products that are relevant to his personal and career values. This strategic planning made him quit work with good health and enough money to cater for his needs for the rest of his life. 4. Ronda
