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MMA Will Always Be Considered a Niche Sport, and That’s OK

Niche: a place or position suitable or appropriate for a person or thing.Earlier this year, the Wall Street Journal interviewed UFC czars Lorenzo Fertitta and Dana White. They discussed, as they often do in these kinds of interviews, the surprising and…

Niche: a place or position suitable or appropriate for a person or thing.

Earlier this year, the Wall Street Journal interviewed UFC czars Lorenzo Fertitta and Dana White. They discussed, as they often do in these kinds of interviews, the surprising and meteoric rise of the Ultimate Fighting Championship over the course of the last 10 years.

The interview really wouldn’t be all that notable, but one thing White did say regarding the UFC’s popularity on a global scale caught my attention. And it’s nothing White hasn’t said before, but the wording on this one threw me off balance a little bit.

“We’re already bigger than the NFL. We’re neck and neck with soccer. That’s who we’re competing with,” White said. “Soccer isn’t huge here in the United States, but all over the rest of the world, it is. The only other thing that can work is fighting.”

Earlier this year, the 2012 Euro Championship—a football/soccer tournament held every four years—pulled in 13 million viewers on the UK’s BBC network to watch Spain crush Italy 4-0. In Spain, the figure on Telecinco was 15.4 million, which works out to an 83.4 percent share. That’s right—83.4 percent of all televisions in Spain were tuned in to see their national football team.

The World Cup is the largest global event in sports. In 2010, the 1-0 extra time goal by Spain’s Andres Iniesta to beat Netherlands was watched by 91 percent of the Italian market. Globally, FIFA claims over 900 million people tuned in to watch the final at one point or another, and that includes 15.5 million people in the United States.

I don’t need to tell you that the UFC’s highest-rated fight of all time—the brisk heavyweight bout between Cain Velasquez and Junior dos Santos that aired last November on Fox—doesn’t come remotely close to matching soccer’s appeal on a global level. It actually doesn’t even come close to matching soccer’s overall appeal in the United States, where Major League Soccer has overtaken the NBA for the first time to become the USA’s third-most-attended live sport.

Football—the American kind—is a mainstream sport. Families gather around the television to watch —mothers, fathers, daughters, sons, grandparents and teenagers. The sport, whether it be the NFL or the college kind, has a vast reach across America, as well as the parts of Canada where they have a CFL team and pretend that it’s real football. (Hint: it’s not.)

The UFC, and MMA as a whole, will never have that same kind of acceptance. The nature of the sport will always prevent it. White likes to say that “fighting is in our DNA,” but the truth is that fighting is not part of our DNA. Fighting appeals to a certain subsection of people who will mostly overlook the violence they’re witnessing in favor of seeing the beauty of technique.

And because that “fighting DNA” strand will never be prevalent among the majority of humans walking this beautiful planet Earth, the sport of MMA will never become mainstream. It will always be a niche, and that’s okay.

The National Hockey League generated approximately $3.2 billion in revenue for the 2011 fiscal year. That’s crazy, right? $3.2 billion in revenue is an insane amount of money. And yet, the NHL is still considered to be a niche sport—but not in Canada, of course, where hockey is a way of life. Still, across the world, hockey receives the same treatment that soccer does in America; only a tiny handful of hardcore fans will go out of their way to watch it.

Sound familiar?

Going mainstream should never be the UFC’s goal. Put simply, it’s never going to happen. The sport of mixed martial arts will never come even remotely close to achieving even a tenth of the global popularity of soccer or football. It will never gather thousands of families, young and old, around the television on Saturday nights to watch the fights. The nature of the sport and the inherit violence it displays—or at least a misguided perception of that violence that will never truly go away—will always prevent it from climbing out of niche status.

And you know what? That’s OK. Because mixed martial arts is awesome, and anyone who doesn’t like it is missing on some truly incredible moments.

But that’s okay, too. Not everyone has to like everything. If they did, the world would be a lot less interesting.

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Crazy Enough to Be True: Ten Wild MMA Predictions for 2013

(You see, kids, this is why we don’t break the fourth rule of Project Mayhem. Photo via Complex)

By Jason Moles

As is customary, nay tradition, around these parts, we’re hitting the eggnog early and often this week — thus, the obligatory Top 10 list to close out another year in the world of mixed martial arts. It’s not all fluff, though: Last year we predicted a champion would test positive for a banned substance and Brock Lesnar would retire. Not bad, huh? So grab a seat while we break out the crystal ball and see what 2013 has in store for us.

1.) Showtime stays in the MMA biz, will announce deal with Invicta FC and others.

MMA is just too popular to completely wash your hands of. Showtime may finally be done with Strikeforce, but that only means they’re now free to partner up with the likes of all-female Invicta FC or the World Series of Fighting, both of which could be looking for more permanent homes after their early success in 2012. Don’t let the Invicta PPV news fool you; they can’t win that battle. No matter who inks the deal, expect Showtime to counter-program at least one UFC event.

2.) A Ronda Rousey loss brings about the swift execution of women’s MMA in the UFC.

(You see, kids, this is why we don’t break the fourth rule of Project Mayhem. Photo via Complex)

By Jason Moles

1.) Showtime stays in the MMA biz, will announce deal with Invicta FC and others.

2.) A Ronda Rousey loss brings about the swift execution of women’s MMA in the UFC.

After amputating what’s her name in February, Rowdy will move on to calling out every woman possible who she knows cannot make 135 — especially Cyborg. In what comes as a major surprise to fight fans around the globe, Gina Carano accepts her open challenge (perfect timing to publicize her upcoming role in Fast 6) in late spring/early summer. “Conviction” TKO’s her way to victory then ships off to work on the chick version of The Expendables never to return to the cage. Dana White will be inconsolable but manages to release the handful of remaining women under Zuffa contract that don’t parade around in shorty shorts and a push-up bra.

3.) The Ultimate Fighter coaching curse ends in season 17. Jon Jones vs. Chael Sonnen will take place as scheduled — guaranteed.

Hear me out on this one. Just like you, the Injury Bug desperately wants to see this fight, either to see that ~~fake-ass~~ white boy Sonnen get savaged or to watch Jonny Bones get knocked down a peg or two. That’s right, neither Jones nor Sonnen will become injured prior to their bout on April 27th. How can I guarantee something so outlandish? Suffice it to say we have our ways of getting things done.

4.) Dana White announces his retirement*.

A man can only go so hard for so long before his body tosses in the towel. Dana White’s battle with Meniere’s Disease combined with international travel will have finally caught up with MMA’s Moses. You’ll all kick yourself for not seeing this coming sooner. First it was a missed event, then it was two. Next thing you knew, DFW was running the broadcasts from his bunker in Vegas. During the breaking interview, Ariel Helwani will shower White with tremendous praise and wish him the best in his future endeavors while trying to keep a straight face on The MMA Hour because he was briefed on the regime change months ago. Helwani nose.

5.) An A-list celebrity tries his hand at MMA.

My sources cannot confirm, but the word on the street is that both CM Punk and Justin Bieber are looking to cash in on the MMA craze before the bubble bursts in 2014. ($%&@! I’ve said too much already.) You already know that Punk is a Gracie trained white belt, but did you know that the annoying little Bieber kid could throw down? Me either, at least not until I saw this. One guy is always one pipe bomb away from the unemployment line and the other, well… has the testosterone of Alistair Overeem at a random drug test, which means he’s constantly in a state of “Come at me, bro!” These two savvy businessmen are too smart to leave money on the table so they nut up and get in the cage. But you can bet your last dollar “Biebs” won’t be fighting when the Octagon comes rolling into the Philippines.

*Announcement scheduled for 04/01/13.

Hit the “next page” link for even more Nostradumas-like predictions that will make us look like geniuses later…

Dana White: Is He Snubbing Men’s Lighter Weight Classes for Ronda Rousey?

Dana White is apparently all in with “The Ronda Rousey Show,” but does he feel the same about the men’s bantamweight and flyweight divisions?While Rousey is set to make history in the main event of the UFC 157 pay-per-view, interim bantamweight champ R…

Dana White is apparently all in with “The Ronda Rousey Show,” but does he feel the same about the men’s bantamweight and flyweight divisions?

While Rousey is set to make history in the main event of the UFC 157 pay-per-view, interim bantamweight champ Renan Barao is stuck defending his title at UFC on FUEL 7.

The flyweights have yet to even main event a major UFC pay-per-view. Granted, Demetrious Johnson just won the flyweight title in September, but his first title defense against John Dodson will be held at UFC on FOX 6.

There is certainly nothing wrong with competing on a FOX card, which typically brings in more viewers.

Still, most fighters dream about headlining UFC pay-per-views and having billboards with their faces on them plastered all over major cities.

Johnson has been competing in MMA since 2007, and his UFC record stands at 4-1-1. Despite being a UFC champion, he has never headlined a UFC pay-per-view.

Barao has competed since 2005, and he is on a 29-fight win streak. With original champ Dominick Cruz sidelined indefinitely, one would think the UFC would put the spotlight on Barao, but things haven’t been so simple with Rousey in the picture.

The former Strikeforce women’s bantamweight champ has never even competed in the UFC. She has only been fighting professionally for two years. Yet, she somehow leapfrogs Johnson and Barao into the primetime pay-per-view slot against a relatively unknown opponent.

Is White snubbing men’s lighter weight classes in favor of Rousey?

It certainly looks that way.

In 2011, White told TMZ women would never fight in the UFC. He didn’t believe there was enough talent in the weight classes to warrant a women’s division. The quick turnaround of opinion for White is especially interesting considering the women’s bantamweight division is still starving for talent.

White has been honest and upfront about being a fan of Rousey, but has she truly earned the right to headline a UFC pay-per-view? Has she done enough to warrant a higher platform than Barao and Johnson?

Some would argue Rousey as the more marketable fighter. She has the rare ability to play off the media and really hype upcoming fights. Perhaps, the UFC trusts her more in the spotlight. It isn’t like Barao and Johnson are major pay-per-view draws.

With that said, the UFC needs to put forth a stronger effort behind the men’s bantamweight and flyweight divisions. Barao and Johnson are incredibly talented and exciting fighters, but it’s tough for people to see that when they’re constantly being stuck on FUEL and FX shows.

According to BestFightOdds, Rousey has already opened as high as a -1200 favorite over Carmouche.

MMA isn’t just about who has the biggest mouth.

If fans wanted to see world champions fight non-marquee names, they could just go watch boxing.

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MMA vs. Boxing Chapter MXVII: In Which Dana White Calls Bob Arum “A Moron” and Somehow Doesn’t Die From the Irony

(And another thing that bugs me about the guy is his insistence on using curse words so often. It’s like, for fuck’s sake Bob, our fucking children are watching this shit.)

When it comes to picking sides in a fight between Dana White and Bob Arum, it often feels like we’re simply choosing the lesser of two evils. Don’t get us wrong, aside from his stance on marijuana in combat sports, Bob Arum comes off as a chode for the most part, especially when he decides to open his mouth about how MMA fans are all a bunch of homosexual skinhead racists. But every now and again, The Baldfather says something so pants-shittingly stupid and drenched in irony that it makes us wonder whether or not he has been completely blinded by his own power. Take the following for example, in which DW calls Arum “the dumbest promoter in the history of the world” for allowing Manny Pacquiao to fight Juan Manuel Marquez a fourth time:

Dumbest fight in history. Bob Arum is a moron. You don’t take that fight, you idiot. Why would you do that fight? It’s all about the money, that’s why. That was a money fight, that’s what that fight was done for. He should have fought Bradley. Bradley’s the fight they should have done. He would have knocked Bradley out, he would have got his belt back and now he’s back in the position he should have been in. [Pacquiao’s] one of the best fighters in the world. He goes out and fights Marquez again? Bob Arum is the dumbest promoter in the history of the world.

Right…but Jon Jones vs. Chael Sonnen and Georges St. Pierre vs. Nick Diaz are somehow not “money fights.” In case you’re wondering, this is where I’d normally insert a Scanners headsplosion gif, but I’m too busy trying to nurse the puppy I just kicked after reading this quote back to life.

(And another thing that bugs me about the guy is his insistence on using curse words so often. It’s like, for fuck’s sake Bob, our fucking children are watching this shit.)

Dumbest fight in history. Bob Arum is a moron. You don’t take that fight, you idiot. Why would you do that fight? It’s all about the money, that’s why. That was a money fight, that’s what that fight was done for. He should have fought Bradley. Bradley’s the fight they should have done. He would have knocked Bradley out, he would have got his belt back and now he’s back in the position he should have been in. [Pacquiao’s] one of the best fighters in the world. He goes out and fights Marquez again? Bob Arum is the dumbest promoter in the history of the world.

Right…but Jon Jones vs. Chael Sonnen and Georges St. Pierre vs. Nick Diaz are somehow not “money fights.” PLEASE Dana, go on about how Chael “Coming off a loss and hasn’t fought at LHW since 2005″ Sonnen vs. the most dominant LHW champion since Chuck Liddell is something other than a money fight. Or how the man coming off both a loss and a marijuana suspension who threw away his first opportunity to fight the champ vs. said champ is just matchmaking 101. Because, as we all know, Jones and Sonnen (or GSP and Diaz for that matter) have fought to three incredibly close decisions before and there was a public outcry for some closure. WAIT A MINUTE, NONE OF THAT HAPPENED. Pot, meet kettle.

Meanwhile, Mark Sanchez has been quoted as saying that Tim Tebow “Needs to learn how to throw the fucking football to right team.” Now if you’ll excuse me, I’m off to go correct someone on their grammatically incorrect blog post.

–J. Jones

Dana White ‘Holy S#!T’ Moments of 2012

Dana White has long been considered one of the most outspoken figures in mixed martial arts. When things are great, you can hear him yelling praises from the rooftops. When disappointed, his wrath can be felt across state lines. And when the action inside the Octagon is too amazing for words, you can be sure that White will head to Twitter to share his now famous “Holy S#!t.”

While expletives aren’t exactly the most politically correct ways for the acting head of a major corporation to use social networking, White’s improbable catchphrase has become synonymous with the MMA moments that take our breath away.

As we bring 2012 to a close, Bleacher Report will bring to you an in-depth look at the very best and worst moments of the year. Here is a look at the year’s 10 most jaw-dropping moments of in-cage action that saw fans take the words right out of White’s mouth.

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Masakazu Imanari Deserves a Chance to Fight in the UFC

Unequivocally, one of the most electric athletes in the history of sport, Masakazu Imanari, has earned the right to be given an opportunity to showcase his dynamic skills and unique fighting style in the pinnacle of the sport, the UFC.His brash machism…

His brash machismo, flair and creativity are unrivalled and would surely delight fans internationally.

While fans were flabbergasted by Anderson Silva‘s bravado during his destruction of the overmatched Stephan Bonnar, it paled in comparison to Imanari‘s typical fight strategy. No one, not even the great Silva, can match Imanari‘s original touch. Few athletes on the planet consistently do, stylistically, what the “Ashikan Judan” (10th Dan of Leglocks) can do.

He makes the impossible real.

He is known in esoteric circles that follow non-UFC events but deserves an introduction to neophytes. The reason for this seemingly hyperbolic praise is that he is so unconventional. He will keep his hands low, nonchalantly stroll around the ring and attack his opponent’s legs with innovative entries.

He is unpredictable, so every moment is heavy with unbridled anticipation.

Currently, this unheralded genius is fighting for a multitude of smaller Asian organizations: Dream, One Fighting Championship and DEEP. He should be given an opportunity to compete on the most prestigious stage, the UFC. His ring panache would instantly convert sport fans into MMA fans and amaze the most ardent of purists.

Critics will—and validly so—point out his less than stellar record. An impressive but far from dominant record of 26-11 (5-3 in his last eight) do not scream out a “must sign” to Joe Silva and Dana White. His 17 submissions and his 12-plus years in the game do; however, more than afford him his just due.

UFC on Fuel TV 8 is taking place in Tokyo, Japan on March 3, 2013. Inviting the iconic vanguard of MMA would be a touching gesture to show appreciation to the sport’s pioneers and to the Japanese infrastructure that helped build the sport.

He is much beloved there and enjoys rock star status. His presence would electrify the Saitama Arena and homes and bars across the globe.

In weighing the risks-reward, this is an easy bet.

Should the avant-garde leglock specialist win, the UFC would then have a new marketable Asian star. Should he lose, a current UFC roster member would have enhanced their profile by defeating a legend.

Imanari has only ever been knocked out twice and will either provide the promotion with a spectacular submission or lose while shocking the fans with his brazen fighting style. In all fairness to objectivity, he often does not engage his opponent, which can become tiresome when done by other fighters.

However, the way he walks around the ring is worth watching.

When he does decide to attack, one witnesses a relentless cycle of chain submission attempts that reveal the profound genius and mastery of the art. It is a thrilling display of set-ups and switches scientifically conceived to force a leglock submission.

The truest one-in-a-kind fighter on the planet should be given his shot at international glory next March.

There is only an upside to it. Guaranteed, it will pay proper respect where it is due and it will entertain fans as they have never been entertained before. If you agree, send out your sentiments to Dana White via Twitter: @danawhite

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