You could forgive Joseph Benavidez and Demetrious Johnson if they feel like the odd men out heading into next week’s UFC 152 card in Toronto.After all, they were once in the main event of the show. But then the UFC 151 debacle happened, and before they…
You could forgive Joseph Benavidez and Demetrious Johnson if they feel like the odd men out heading into next week’s UFC 152 card in Toronto.
After all, they were once in the main event of the show. But then the UFC 151 debacle happened, and before they knew what hit them, the flyweights were relegated to co-main event status, shunted downward by Jon Jones and VitorBelfort and their not-all-that-anticipated light heavyweight title fight.
I think I’d be just a little bit angry, or feel a little bit overlooked, if I took time out of my day to participate in a media call to promote my fight and ended up fielding less than five total questions. I’d probably be a tad bitter if my flyweight championship bout—the first in the UFC’s history, by the way—was an afterthought to the still-hot discussion topic of UFC 151 and whether or not Jones feels now like he made a mistake.
But Benavidez and Johnson remain cool as cucumbers. They can’t control where they’re placed on the card, and so they focus instead on the process and on achieving the ultimate outcome: becoming the first-ever UFC flyweight champion.
“The best way to deal with it for me is keeping my eye on prize and that’s the UFC belt,” Benavidez said during the media call. “When I got into the sport and wrote down my goals, it was never to be a UFC main event or to be a on a UFC main card. It was to be the UFC champion. I still get to do that, so my eye’s on that prize and that’s why I’m 100 percent focused.”
“I’m super excited. I can’t wait to get in there and mix it up with Joseph,” Johnson said. “He’s a great competitor, and like he said, to be able to make history and be the first-ever fighter to be crowned flyweight champion in a new weight class? I’m speechless. I agree. I believe we’re both going to deliver, and there’s a reason why Dana White opened up the flyweight division and had the tournament—had the best four guys in the world basically introducing the weight class. And we’re going to deliver on Sept. 22.”
Keeping their eyes on the prize is just about the only thing both fighters can do at this point. After all, the flyweight division is a new creation, and with new weight classes comes the long, difficult process of building up stars and presenting the top fighters as legitimate main event pay-per-view participants.
Benavidez and Johnson both realize they’re at the forefront of a new movement of sorts, but both remain focused on the one thing fighters tend to focus on: getting the job done and capturing a title, all while giving the fans who tune in for Jones vs. Belfort a little taste of exciting flyweight action.
“I’m in this sport for a long time and I’m going to continue to fight with my whole heart and put on a show. I believe main events will come. But like I said, my eyes are on the prize, and that’s all that matters,” Benavidez said. “I still get to do that and now, I get to do that with even more fans watching, so the fact that Jon Jones’ fans, VitorBelfort‘s fans and even more fans are going to watch it, that’s going to just help the process speed along even quicker for me.”
But putting aside the fact that Jon Jones is bigger, younger, and actually manages to show up for the majority ofhis fights uninjured, the UFC has steamrolled ahead with their promos for UFC 152, trying to convince us that this fight will be closely contested in any way, shape, or form (I really hope I eat crow for this statement), because what other options do they have at this point? Check out the first official promo for UFC 152 after the jump, and let us know if you have taken the bait.
(The hardest thing to believe about this poster is that the photos of Johnson and Benavidez have not been scaled down whatsoever. True story though.)
But putting aside the fact that Jon Jones is bigger, younger, and actually manages to show up for the majority ofhis fights uninjured, the UFC has steamrolled ahead with their promos for UFC 152, trying to convince us that this fight will be closely contested in any way, shape, or form (I really hope I eat crow for this statement), because what other options do they have at this point? Check out the first official promo for UFC 152 after the jump, and let us know if you have taken the bait.
With two title fights, a middleweight bout with huge championship implications and one of the most stacked cards in recent memory, UFC 152 is set to be one of the biggest events of 2012. Light heavyweight champion Jon Jones is set to headline the card …
With two title fights, a middleweight bout with huge championship implications and one of the most stacked cards in recent memory, UFC 152 is set to be one of the biggest events of 2012.
Light heavyweight champion Jon Jones is set to headline the card against long-time MMA veteran and dangerous striker Vitor Belfort, and in a rare treat, the co-main event features a second title fight between Joseph Benavidez and Demetrious Johnson for the UFC’s inaugural flyweight championship.
The entire fight card is full of exciting matchups, and anyone with even the slightest interest in MMA should go out of their way to check out this card.
In the ever-competitive world of professional mixed martial arts, the men and women are fighting for more than just the fans and their next paycheck; they’re fighting for survival. When you barely have enough money left for yourself after paying your training partners, coaches, and buying nutritional supplements, it’s time to find another source of income. Most do this in the way of sponsorships — you know, like the Nike deal Jon Jones recently signed, or Anderson Silva’s relationship with Burger King. And if more of these well-known mainstream companies would sponsor a few fighters, the smaller companies that currently sponsor fighters could move to guys and gals who are still making their way up the ranks without anyone losing out. Let’s look at the companies that best suit MMA, how they should be involved, and why it makes sense.
Why it makes sense: Standing 6′ 4″ and weighing 230 pounds, and 6′ 5″/263, respectively, the Frenchman and the Dutchman are the most physically imposing fighters in the UFC’s heavyweight division. Old Spice is known for their funny commercials targeting the same audience watching PPV’s on a Saturday night. In the past, Old Spice has used NFL players Brian Urlacher and Ray Lewis as spokesman for their ‘Swagger’ line of men’s body products, as well as jacked Expendables cast-member Terry Crews. And if those guys can do it, why not Kongo and Overeem? In particular, “The Demolition Man” is the type of guy you want your customers to think they’ll be more like by using your product. Alistair could even make his commercial debut by eating the horse the original Old Spice Guy rode in on.
(“Nothing comes between me and my Baconator. Nothing.”)
In the ever-competitive world of professional mixed martial arts, the men and women are fighting for more than just the fans and their next paycheck; they’re fighting for survival. When you barely have enough money left for yourself after paying your training partners, coaches, and buying nutritional supplements, it’s time to find another source of income. Most do this in the way of sponsorships — you know, like the Nike deal Jon Jones recently signed, or Anderson Silva’s relationship with Burger King. And if more of these well-known mainstream companies would sponsor a few fighters, the smaller companies that currently sponsor fighters could move to guys and gals who are still making their way up the ranks without anyone losing out. Let’s look at the companies that best suit MMA, how they should be involved, and why it makes sense.
Why it makes sense: Standing 6′ 4″ and weighing 230 pounds, and 6′ 5″/263, respectively, the Frenchman and the Dutchman are the most physically imposing fighters in the UFC’s heavyweight division. Old Spice is known for their funny commercials targeting the same audience watching PPV’s on a Saturday night. In the past, Old Spice has used NFL players Brian Urlacher and Ray Lewis as spokesman for their ‘Swagger’ line of men’s body products, as well as jacked Expendables cast-member Terry Crews. And if those guys can do it, why not Kongo and Overeem? In particular, “The Demolition Man” is the type of guy you want your customers to think they’ll be more like by using your product. Alistair could even make his commercial debut by eating the horse the original Old Spice Guy rode in on.
Why it makes sense: The 2013 Chevy Spark may be small, but what it lacks in stature, it more than makes up for in heart. The potential to save drivers a small fortune on gas is enough to get most excited, and the 18-34 male demographic includes cash-strapped college guys and new dads — definitely a bunch a dudes looking to save a few extra bucks any chance they can get. Who better to market your product than your Ultimate Fighting counterparts, the UFC’s two smallest and most fuel-efficient contenders?
Both the fighters and the mini-cars are well equipped, fast, and flashy. Oh, I almost forgot to mention the unbelievably high MPG, which means you won’t ever have to worry about running out of gas when you enter the championship rounds. Isn’t it obvious that this is a match made in mini-heaven?
Why it makes sense: From Lunesta’s website: “When you want to sleep, do you lie awake? When you get to sleep, do you wake up often during the night? Sleep is here on the wings of LUNESTA. Some sleep aids are approved to help you fall asleep and others to help you stay asleep. Prescription LUNESTA is approved to do both.”
4 out of 5 doctors recommend you watch a fight featuring Jon Fitch, Jake Shields, or Ben Askren, if you do not wish to use or cannot afford prescription medication. It’s a known fact; these boring wrestlers will put you to sleep before they even break a sweat. While most fans spew vitriol every time these fighters are mentioned, a large percentage of the audience is insomniacs and singing their praises. MMA managers these days tell their guys in the gym to make themselves into a brand. It just so happens that the brands these guys have created have the same tags as Lunesta: sleep, helps me sleep, cures insomnia, best sleep I’ve ever had.
Company: Tampax Ideal fighter to sponsor:Ronda Rousey
Why it makes sense: Hear me out. Back in 2009, Tampax signed Serena Williams of tennis fame to an endorsement deal during their “Outsmart Mother Nature” campaign. The commercial was clever and effective. After watching it, you believed that one of the best female tennis players to ever step onto a court could go on with life as usual, despite her monthly visitor, with no major adjustments to her schedule. Skip ahead to present day where Strikeforce Women’s champion Ronda Rousey graces the cover of ESPN The Magazine’s Body Issue, appears on Conan O’Brian, and has a two-part all-access pass look at her life filmed by Showtime. Sounds like Tampax has a fresh face with enough exposure to take home a larger share of the feminine hygiene products sales. Rousey is the perfect example of a woman that demands a lot out of her girlie products. Training for a championship bout consists of running, strength training, kickboxing, and most of all, jiu jitsu — and all of the rolling around that comes with it. Just like there’s no crying in baseball, there are no time outs for leaks. Not to worry, she has Tampax in her corner.
I envision some poor soul getting a text from his girl while he’s out getting snacks for fight night. She asks him to do the unthinkable — pick up some tampons and hurry back. So he makes his way to the pink aisle and scans a ton of pink boxes that may have been written in gibberish. He wants to make this as quick as possible so there’s no time to ask his damsel in distress what kind she wants. He’ll just have to figure this out on his own. *Boom!* “Yep, these are the ones Ronda Rousey uses, so they must be good.” he says to himself. Brand association is a powerful tool — one that makes a deal like this all but certain in the years to come.
On the next page:Listerine, UPS, and the return of Jimmy John’s…
Across combat sports, a lot of people don’t care for the little guys. They just can’t get any love from fans, no matter how exciting they are, how much talent they display, or how many times they steal the show. In some cases, it could even…
Across combat sports, a lot of people don’t care for the little guys. They just can’t get any love from fans, no matter how exciting they are, how much talent they display, or how many times they steal the show.
In some cases, it could even be justified.
Look at the UFC’s lighter weight classes as an example: featherweight has been completely cleaned out by Jose Aldo, a pound-for-pound great who feasted on minnows in shark-like fashion on the way to killing off the best 145-pound competition out there before his 25th birthday.
Ten pounds below him, Dominick Cruz has juked and jived his way to an undefeated record as a bantamweight, holding UFC gold since it was made to exist at his class.
Still, few people want to watch him (just check the TUF ratings when he coached opposite “bitter rival” Urijah Faber if you don’t agree) and his long injury layoffs are becoming too frequent and too problematic for a generation that wants its entertainment and wants it now.
Thus, when the UFC decided it was going to open the floodgates to a 125-pound class, only the hardest of the hardcore were enthused at the thought.
“Not enough talent,” said most.
“Not interested in seeing little dudes fight anyway,” said others.
But you know what? In well less than a year, the flyweights have proven to have more substance in the cage and more potential stars out of it than any weight class within 30lbs. of them. With the UFC having faced more than a few difficulties in 2012, that’s got to have them grinning ear to ear.
Sure, they might have mistook the appetite for Joseph Benavidez and Demetrious Johnson as fan-favorites and potential stars, but you can’t blame them for trying to make a champion out of a guy they had already put money into marketing since the days of the WEC. Aside from that oversight, everything they’ve touched in the 125-pound class has turned to gold.
They have a legitimate megastar in waiting in Ian “Uncle Creepy” McCall, who’s combined accessibility, capacity to entertain, and the best moustache of the modern era into a persona that will only get bigger as he gets more exposure.
TUF alumni like John Dodson and Louis Gaudinot have the looks and personality to become stars as well, coupled with the in-cage excitement that fans crave.
Lesser-knowns like John Lineker and Tim Elliott are guaranteed fireworks the minute they sign on the dotted line for a fight, and will probably get far richer from their inevitable bonus cheques than they will from their fight purses.
And all that is to say nothing of the unseen flyweight scrappers that are still unsigned, yet to debut, or possibly haven’t even been discovered.
Dana White has offered up plenty of rhetoric as he tries to steer the UFC ship through a shaky year of transition over to the FOX family of networks. In the midst of all that rhetoric has been the repeated promise that people will love the flyweight division, because the guys fighting there basically don’t even know how to put on a boring fight.
White may not be right at this exact moment regarding fan interest, but it’s only a matter of time before he’s proven to be. In a month the division will have its first ever champion, and from there a host of potential stars will line up for their shots, garnering fans with every frenzied exchange.
You could forgive Joseph Benavidez and Demetrious Johnson if they feel like the odd men out heading into next week’s UFC 152 card in Toronto.
