Mixed Martial Arts is Back

In August, before the September ASR show, I had posted a question asking if MMA was the new branch of Action Sports. It sparked a debate, some people saying it had no place in action sports, others that MMA had every right to be considered an action sport. So, here we are, coming upon January ASR, and a new comment came on the old debate. After seeing the debate come alive again, I went on ASR’s The LineUp to see what MMA companies would be at the show. There was only one—Skin Industries (and I’m calling it MMA because the company bio said it was represented by UFC President Dana White, among others). There was also two moto companies—Metal Mulisha and Alpine Stars. Although not every exhibitor is in the LineUp, meaning more could actually have a booth at the show, it is interesting to only see a few. Does this mean that MMA isn’t putting themselves in the action sports category? And, to go back to the original topic, that our consumers are watching it on TV, and that’s why action sports companies are sponsoring fighters?

Comments

[Alex]

I work with Frank Shamrock, a professional MMA fighter, so I have a little bit of insight in the sport.

I think MMA is straddling the line of what kind of sport it is. It wants to have the respectability of boxing and more mainstream athletics but to have the edginess and energy that attracts a younger crowd similar to the action sport crowd.

Companies like Osiris, Affliction, Amp'd and Ecko are starting to make a foray into sponsoring MMA athletes because it is hitting the demographic that they want not necessarily because they understand the sport completely.

Long time MMA supporter Tapout has started to make inroads into non-MMA retailers and are positioning themselves more as a lifestyle brand than an MMA brand.

Right now, MMA is an action sport. It is young, misunderstood and exciting to watch, that to me, is the definition of an action sport. However, MMA is missing one BIG thing and that is the lifestyle factor.

There is the skater lifestyle, surfer lifestyle, etc.. but the MMA lifestyle is still being defined and I think that is what the AS crowd can't put their finger on.

MMA to most people is the UFC. That is all they know. MMA is branded to a single promotion as opposed to the sport itself. The athletes are often referred to as "ultimate fighters" not MMA'ers or martial artists.. maybe cage fighters but I rarely hear that.

Since the sport is so aligned with a single promotion, it is hard for MMA brands to build on the MMA sport and the MMA lifestyle. As MMA, the sport and brand, outgrows the UFC, then you will see more business and companies springing up in the marketplace and more mainstream companies will align themselves with the sport.

I appreciate you asking the question and if anyone else would like to discuss it further, feel free to email me at: alex@frankshamrock.com

Thanks

[alex]

Wow! Thanks for taking the time to break it down--I think you hit the nail on the head, and this will help a lot of people understand the relationship between the two.

[Charles Cushman]

While not a regular fan of MMA, I have started to watch some of the reality shows based around it. What I find interesting is how different the fighting is from the "pure" bouts of one style of fighting. I wonder is that is due to a different aim, i.e. knock out the contender.

The one show I really enjoy is the two guys that are travelling around the world and learning the different systems from various masters. The one common theme in all of them is to learn to take a punch.