In the past 20 years of the young yet the fastest growing sport of MMA(mixed martial arts) there are around 100 major promotions that sponsor and organize the MMA events. Most of them work on the local or national level, meaning that most of their events take place in one country. For example, BAMMA promotion has held all of their events in Great Britain. In order to obtain competitive advantage of all UFC's rivals, the president of UFC, Dana White, and his marketing team has been holding most of their events spread around the world. For example UFC's 110th event was held in Australia, while their 124th event was held in Montreal, Canada. Being a world wide promotion enables UFC to grow at a much more rapid pace, and thus their marketing development is skyrocketing as I type this blog. They have sold out 90% of the arenas and stadiums when UFC promotes their fights overseas. In fact, they hold a North American attendance record from UFC129 in Toronto, after a sold out 55,000 seat Rogers Center in Canada for Georges St. Pierre fight. 
The reason for being the leader in MMA industry is due to their product differentiation competitive advantage. They aren't concentrating on cost, moreover they are the most expansive event for a fan to watch. Average UFC fight cost around $50 to watch and their tickets to see them live are around $300-$600 a person. What they do have is a one of a kind product which are their fighters. They have talent scouts who recruit the most talented fighters all over the world including Brazil, Russia, Japan, US, Korea, UK, and many more places around the world. Having the best talent all over the world not only makes the fights more exciting but also helps with promoting the events. For example, Georges St. Pierre(GSP, the 4-year welterweight champion) is a native of Montreal, Canada. Therefore, most of his fights take place in his home country, where he can easily sell out a hockey stadium due to his popularity. Same goes for Jon Jones, who does very well in United States being a light heavyweight champion. UFC has been very successful with their marketing strategy so far, and they have been implementing it step by step.
No comments:
Post a Comment