Is Mixed Martial Arts the next branch of Action Sports?

My husband occasionally likes to watch Ultimate Fighting (UFC) and if I’m with him on the couch, I may sneak a peek as well. And when I do, I’ve been noticing that some of these athletes are starting to have action sports industry sponsors. Amp’d Mobile sponsored one (poor guy, he lost that money), DVS sponsors another (so I’ve heard) and Metal Mulisha has three fighters: Erik Apple, Jason MacDonald and Renato “Babalu” Sobral.

Why do you think this is—it seems a weird tie-in to action sports. Is it because “mixed martial arts” is being accepted under the action sports umbrella? Or, do you think that Industry companies know that their target audience is watching UFC on TV, and it’s another form of advertising? I’m interested to hear your thoughts. . .

--Alex

Comments

[JD]

MMA is NOT an action sport, and should never be considered one! This is just something that action sports types are into watching (or even participating in), like golf. The action sports industry has embraced golf as our community ages - industry sponsored golf outings, golf clothing and equipment produced by action sports brands - but golf will never be considered an action sport, and neither should ultimate fighting.

Action sports are about channeling aggression into an active form of expression. Mixed martial arts is about channeling aggression into another guy's face. As an aside, this is why I also think that Supercross and other forms of racing, while very cool, and now in the X Games, shouldn't truly be considered an action sport either.

[JD]

Some clarification, sorry: SX and MX racing, while showcasing some very stylish and unique ways of riding a motorcycle, are ultimately about getting around a track faster than everybody else, not displaying one's talent in a creative manner.
And MMA is basically about beating the hell out of somebody else...

[Diamond D]

MMA and the mixed martial arts sports are every bit action sports as any we have currently represented at ASR. As a sales manager of an action sports brand catering to surf, skate, snow, etc. I enjoy and participate in the sport of MMA as well as surf, skate, and ride motoX. I see MMA as a viable, growing action sport. Regardless of it's differences to say surfing or skating; it may be more physical, but it is a legit action sports. And isnt that what ASR stands for? Some may not like it or prefer it, but the same can be said for other sports represented at the show. Not everyone likes to surf, wake, or skate but that doesnt make the sports any less legit to the ASR shows.

[Diamond D]

As far as creativity goes; it takes a creative, talented mind to particapte at a high level in any and every sport. To say MMA or racing Moto X is not creative like surfing or skating is one very closed minded and two shows that one has not participated in the above mentioned action sports. They are all creative in their own right. I say to each his own and let all action sports be represented, if it is a true Action Sports Retailer show. Or is it a Subjective Creative Action Sports Retailer show?

[Erik Apple]

No we are not an action sport. However some of us, (Babalu,and I) certainly have a backround in them. I was a professional BMX rider at one point, and a professional bodyboarder during another. The crossover is there though. Most of the same people who want to see FMX, surfing, skating, and BMX are into MMA. Im going to be the one to bridge the gap though.

[Bill]

This is interesting.

I don't consider MMA an action sport, but I do see the cross-over appeal in that much like skateboarding or surfing, the rules are more open. I'm aware that there are rules in MMA, but when you compare it to something like boxing or karate, it's much more open.

Violence aside, I think MMA is probably one of the more creative fighting (sorry if it's not called fighting.... I'm ignorant in this field) ways of combat (sorry again if I'm offending anyone).

On a marketing level, MMA brands have exhibited at ASR, so maybe that makes them action sports after all? Or maybe ASR is just becoming the "youth focused clothing and hardgoods" trade show?

http://smokeandmirrorsmarketing.blogspot.com/