Mixed Martial Arts

PC Comments:

I actually like the minimal approach to the first slide. Feels dark and brooding - like MMA should.

What is Mixed Martial Arts

A combat sport in which two competitors attempt to achieve dominance over one another by utilizing a variety of permitted martial arts techniques

PC Comments:

Okay not sure I like this visual approach all the way through.

Definitions are good. This one is simplistic, but at least you have one.

The ChallengeCreate a 5-year plan to make MMA a top 5 sport in the US and UK

Measures of SuccessSurpass the NFL and FA Premier League in

popularity and ratings

PC Comments:

This is getting ridiculous. Even with no images there are better ways to present these words.

Task is fine.

Measures of success while useful feel incomplete - why have you chosen these sports as the ones to beat?

Where are we now?

Nielsen Monitor-Plus

The Ultimate Fighter on Spike TV has posted continuous rating gains in each of its 3 season. For the weekend of Superbow XL current episodes touted more viewers and a younger media age than NBA games on TNT and MLB games on ESPN

• #1 among men 18-34 (3.71, 971,00) in timeslot (weeknights @ 10pm)

Defeated TNT's NBA doubleheader featuring the league's marquee teams including Pistons vs. Heat / Lakers vs. Nuggets in household rating (1.95 to 1.68), average audience (2.4 million to 1.8 million)

• Men 25-34 (5.03, 758,00)

• Men 18-49 (2.70, 1,411,000)

• #1 in HH ratings (1.95), average audience (2.4 million)

Demographic Profile During Superbowl XL Weekend

PC Comments:

I've given up on thinking this will get better visually.

Good - an understanding of current performance, and some data to support this

But what are your conclusions? Are you going after NBA and MLB?

This is information without analysis.

Challenges Issues

Protecting the safety of fighters

Traditional media coverage

31 rules have been instituted, yet the perception of the sport is unchanged

Journalist aren’t willing and informed enough to report on the sport

Perceived as human “cock fighting” The sight of blood makes people uneasy

Challenges / Issues

Not sanctioned in major cities State athletic commissions hesitate to approve “human cockfight”

PC Comments:

Not quite sure what you're trying to say here.

Changing Perceptions

1. Humanize the Sport• Build a relationship with TV viewers -- Create shows to compliment reality TV

• Build a MySpace homepage for the most personable fighters• Start a conversation with fans on the web

• HBO’s REAL SPORTS• CBS’s “60 Minutes”• MTV’s “Final Fu”

2. Educate Newspaper Beat Writers

• Obtain regular write-ups in national/regional newspaper publications

• Endorse the safety of the sport to law makers

3. Hire Lobbyist

Example:

• Minimize barriers for approval from state athletic commissioners

• Target special interest groups in the 5 largest US and UK cities

• Andrew Levin of the Washington Post regularly covers MMA events

PC Comments:

Some good ideas here. But I don't feel I've been given any insight before this. I'm not sure against what I should be judging these as solution – why will they work?

Integrating a Fragmented Sport

MMAF

1. Ensures rules are consistent from city to province

2. Regulating the rules will accelerate sanctioning in major markets in the US and UK

A Unified League

The Mixed Martial Arts Federation

3. Leagues makes regional TV deals possible

4. Leagues with extended reach are attractive to sponsors

PC Comments:

This makes a lot of sense. But doesn't feel like the big idea that's going to transform perceptions within the population at large.

Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

Baseball

Basketball

US Football

Hockey

MMAF

American Sports

British Sports

Football

Cricket

Rugby

Legend

Start of SeasonEnd of Season

MMAF

Create A Season• A seasonal sport during the summer months eliminates major media outlets from having to create costly programming

• Having fixed time slots attract advertisers trying to reach MMA’s hard to reach 18-34 yr olds audience

Integrating a Fragmented SportPC Comments:

Slide is unclear.

While there is a thought here about seasonal opportunity - you seem to be suggesting not having a profile for 7 months of the year.

National Integration

Endorse “Friendly” Matches• Creates cause for media coverage

• Develop regional cable programming

• Introduces the sports starts to a broader audience

• Creates opportunity to attract corporate sponsors

• Gives the sport credibility because it is an “international” event

PC Comments:

Again this is quite and interesting idea. But why will this help us reach our objective?

Sponsorships

Creating Mutually Beneficial Partnerships

Energy Brands Sports Brands Performance Vehicles

Record LabelsSports Performance Drinks

• Obtaining official sponsors is key to serving a growing audience• Partnerships should be formed with brands that naturally fit the lifestyle of the audience

PC Comments:

What is the insight behind these ideas? Why these brands?

Promoting the Sport

The Plan

Year 1

• Humanize Sport• Educate Writers• Hire advocates

Change Perception

Year 2

• Unite Leagues• Create a season• Obtain Sponsorship

Consistency

Year 3

• Expand to top 5 markets (US & UK)

• Move away from pay-per-view

• Target national TV• ESPN, SKY TV

• Develop “friendly matches

Expand

Year 4

• Develop regional partnerships

• Develop national partnerships

• Build relationships with suppliers, licensees & broadcasters

Sponsorship

Year 5

• Unite “global” leagues

• Develop farm system

• Create a retail store

• Establish MAAF cable network

• Take steps to becoming an Olympic Sport

Integration

PC Comments:

There is clearly a lot of thinking in this. And some great ideas that aren’t in the rest of the presentation – ‘retail store’, ‘Olympic sport’.

But throughout the whole deck I don’t feel you really demonstrate an understanding of the sport.

Thank youFor questions please contact:

George Crichlow

georgecrichlow@yahoo.com917.572.5398