Silver-tongued UFC middleweight Chael Sonnen is revolutionizing MMA with his outlandish antics, and for the better.
What exactly is he doing?
He’s guiding the UFC into a transitional era in its history; Sonnen is the harbinger of the most important transformation in the history of the company: Turning the UFC into a real WWE.
Now, before you write a scathing, vitriolic comment, hear me out.
Recently, Sonnen did an interview in which he proclaimed himself the real middleweight champion and even brought his own belt to the interview. He said similar words (and still brought the “real” belt) at the UFC on FOX 2 pre-fight press conference.
Approximately 20 years ago, famed professional wrestler Ric Flair appeared on WWE (then WWF) programming with his own belt (the NWA title) and proclaimed that he was the real world champion.
The similarities are obvious; Sonnen brilliantly took a page out of professional wrestling’s book and in doing so entertained the masses.
Throughout the UFC’s history, the marketing pendulum swung between the entertainment aspect and the sporting aspect to sell the brand.
In the early days, the focus was on entertainment and violence. When Zuffa took over, the emphasis shifted on athleticism and sport; the men were athletes and not brawlers.
Then, when The Ultimate Fighter debuted, the emphasis switched back to entertainment briefly before the show became passè and the athleticism of fighters like UFC welterweight Georges St.Pierre was emphasized.
However, athleticism doesn’t always sell.
The pay-per-view buy rates weren’t impressive in 2011; it appeared as though the UFC stagnated in that year.
Enter the deal with FOX. Surely this is guaranteed to increase the UFC’s growth, right?
Not necessarily.
People may know the UFC brand but only so many of those people care about the sport of MMA. If FOX had to sell a UFC event based off of a Jon Fitch highlight reel, could they do it?
No, because people watch sports to be entertained.
This is why Sonnen’s trash talking and over-the-top antics are inherently brilliant: He is entertaining the “unwashed” masses who don’t particularly appreciate the finer points of MMA whilst also appeasing the hardcore fans who know and love everything about the sport.
He is promising sports for the sports fans and entertainment for those who just want a show as well as something to discuss at the water cooler.
Through his brashness and verbal wit, he’s transforming MMA into real pro-wrestling, the UFC into the WWE of old.
This isn’t to be feared and hated by self-proclaimed “hardcore” fans of MMA.
By becoming a truly memorable personality and by doing so on FOX, Sonnen is beginning to change the landscape of the sport.
Fighters will see how he resurrected his career by embracing professional wrestling “promos” and begin to adopt them as well.
Shortly after, the UFC will occupy the WWE’s role in society, and experience something akin to the 1980’s wrestling boom.
Thus, thanks to Chael Sonnen’s blending of professional wrestling and MMA, the UFC will rise up and become a part of American (and global) society for decades.
Prominent UFC fighters will become heroes like Hulk Hogan and the Ultimate Warrior.
The only difference will be that the fighting is real.
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