Dana White Promises ‘Biggest Fight in UFC History’ for FOX Debut

Filed under: UFC, UFC on FOXLos Angeles — Despite the magnitude of the UFC on FOX event this Saturday night in Anaheim, UFC president Dana White kept it simple and direct at Wednesday afternoon’s press conference to promote the show. No supporting cas…

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Cain Velasquez and Junior dos SantosLos Angeles — Despite the magnitude of the UFC on FOX event this Saturday night in Anaheim, UFC president Dana White kept it simple and direct at Wednesday afternoon’s press conference to promote the show. No supporting cast. No big procession to mark the big occasion. Just the two people who mattered, and the one man willing to shout from the rooftops about how important it all is.

Right across the street from the Staples Center in downtown L.A., walled in by the trendy bars and restaurants of the L.A. Live complex, White stood flanked by a couple of men whose dented faces and misshapen ears were enough to tell you that they hadn’t come down here for a screen test, and squinted into the sun as he declared that what we were looking at was the ingredients for “without a doubt, the biggest fight in UFC history.”

At least, that’s what he’s hoping for. It’s what he’s betting on, and why, White said, he chose heavyweight champ Cain Velasquez and Junior dos Santos to lead the charge in the UFC’s network TV debut.

“If you’re in this position where it is the biggest fight in UFC history, the biggest moment for the sport of mixed martial arts, these are the two guys you want to step in there and go out and fight,” said White.

Of course, while Velasquez and dos Santos might make for a great pairing in the cage, they don’t seem to be the UFC’s best and brightest when it comes to selling a fight. Maybe it’s that both are just too easy-going, too agreeable. Neither is known as a man of many words, and both are too respectful to reach into the pro wrestling bag of tricks for snappy one-liners and stinging insults.




Even when dos Santos was reminded during the presser that he once suggested that the champion in any given weight class isn’t necessarily the best fighter in that division, he owned up to the remark before quickly adding that “in this case,” Velasquez is the current top dog at heavyweight, “but I’m going to change this on Saturday.”

For his part, Velasquez was bolstered by the support of the Hispanic fans who had come out for the event, drawing cheers when he thanked “La Raza” for their support, but mostly relying on White to play up that angle for him in typical fight promoter fashion.

After running down the bullet points of Velasquez rise to stardom, White called his heavyweight champ “a testament to the American dream…where somebody can go out there and work hard and focus and he really is that story. I don’t care if you’re Mexican, American, German, or Puerto Rican, man, I don’t know how you can’t love Cain Velasquez and his story.”

Velasquez, not surprisingly, kept it slightly more low-key.

“I represent hardworking people,” he said. “That’s what my family is and that’s what I’ve grown up around. Mexicans are hardworking people. That’s what it means to me.”

Not that dos Santos was without his supporters, however. Even after it was suggested to him that he might find himself in unfriendly territory inside the Honda Center, small, but passionate chants of “Cigano! Cigano!” broke out among a few fans.

“I think for sure there’s going to be a lot of people rooting for Cain on Saturday night, but I know I’m going to get a lot of people rooting for me too, in the whole world,” said dos Santos. “That’s the energy I will bring with me inside the cage and use in the fight.”

A question from one enthusiastic fan about which hand dos Santos planned to knock the champ out with drew boos from the mostly pro-Velasquez crowd, but merely seemed to confuse dos Santos at first, before he replied, “I have two hands for a reason…but I like this one,” as he held up his right.

Another fan told Velasquez that his achievements made him proud to be Mexican, which seemed genuinely touching before he quickly followed it up with a slightly unreasonable request to walk to the cage with the champ’s entourage on Saturday night.

“I don’t think we can do that,” said a visibly uncomfortable Velasquez.

But White, who’d already agreed to give another fan tickets to the promotion’s upcoming Toronto event immediately after telling fans not to ask him for tickets, dismissed such practical concerns easily.

“Yeah, we’ll do it, dude,” he said.

Maybe it was the sunshine getting to the UFC president. Maybe he’s just feeling so good about the upcoming network debut, he’s become a soft touch for increasingly demanding fans. Or maybe sometimes all you have to do is ask and the rest takes care of itself.

As for White, he’s already made clear what he’s hoping for out of Velasquez and dos Santos when FOX pulls back the curtain on Saturday night. Whether he too will get what he wants remains to be seen.

 

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Every UFC Fight Will Be Televised in 2012, With FUEL Hosting 2,000 Program Hours

Filed under: UFC, News, UFC on FOXSince signing a deal to bring programming to FOX networks for seven years starting in 2012, UFC president Dana White has repeatedly said that if you’re an MMA fan, you’re going to want to make sure you have access to t…

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Since signing a deal to bring programming to FOX networks for seven years starting in 2012, UFC president Dana White has repeatedly said that if you’re an MMA fan, you’re going to want to make sure you have access to the FUEL cable station. Until now though, the scope of FUEL’s devotion to the UFC has been somewhat unclear.

No longer. On a Wednesday teleconference featuring executives of both FOX Sports and the UFC, it was revealed that FUEL will broadcast over 2,000 hours of UFC programming in 2012, devoting about 25 percent of their entire schedule to all things octagon.

It was just one of several details released regarding the future plans between the new partners. Among the other major revelations is that starting in January, every UFC fight that takes place anywhere around the world will be televised. In the recent past, most undercard fights have only been available online on Facebook.com.




Using the multiple platforms available, the UFC plans to broadcast most live preliminaries on FUEL before the main card begins on pay-per-view, FOX or FX, depending on the specific event. Under the terms of their deal, in 2012, FOX will broadcast four events while FX will host six.

While Saturday night’s UFC on FOX: Velasquez vs. dos Santos event will only be one hour, future network television broadcasts will likely increase and feature more than one fight, according to FOX Sports co-president Eric Shanks, who said the network is leaning towards 90-minute blocks and two or three fights per broadcast.

“It’s going to be an incredible night, and we just want to make sure we have the time to tell the story about this [Velasquez vs. dos Santos] fight, but going forward you can look forward to longer fight nights on FOX,” he said.

White said that he was happy with the time slot and promotion, and noted that complaints about only one fight airing on Saturday night should be muted by promise of the future exposure on multiple platforms.

“We couldn’t ask for anything more,” he said. “This is like a dream come true. No matter how many fights it is, it’s a damn good thing.”

While the FOX fights will no doubt gain UFC their biggest audiences and the move to FX is expected to inject new life into The Ultimate Fighter, it seems clear that UFC executives are just as excited about being the anchor programming for FUEL. According to last estimates provided by TV By the Numbers, FUEL is currently available in just over 32 million households, less than a third the number of households that can watch FX. Yet the hope amongst both sides is that UFC programming will help the channel grow and gain wider clearance.

Aside from broadcasting prelim fights, FUEL will air all UFC shoulder programming including Countdown, Primetime, Unleashed, Best of PRIDE, The Ultimate Insider and more.

Asked if the proliferation of UFC programming on the channel would eventually result in it being rebranded as the “UFC channel,” White said he was pulling for the possibility. FOX Sports Media Group chairman David Hill said that while FUEL’s target demographic would change slightly with the explosion of UFC programming, it would maintain its current name.

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Junior dos Santos: I Will Be the Heavyweight Champion on Saturday

Filed under: UFC, UFC on FOXIt’s difficult to tell whether Junior dos Santos truly appreciates the magnitude of what’s about to happen to him on Saturday night. Though the Brazilian heavyweight has swiftly picked up the English language like something …

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Junior dos SantosIt’s difficult to tell whether Junior dos Santos truly appreciates the magnitude of what’s about to happen to him on Saturday night. Though the Brazilian heavyweight has swiftly picked up the English language like something out of a Rosetta Stone ad, his grasp of American culture might still be a tad hazy.

After all, if someone told you that you were about to appear on Brazil’s Globo network, would you have any idea what that meant? So it is with dos Santos, who has heard enough by now to know that his UFC heavyweight title fight against Cain Velasquez on FOX is a very big deal, but still seems unclear about the exact ramifications of it all.

“I have no idea what that means for sure yet,” dos Santos told MMA Fighting on Tuesday afternoon. “I know it’s going to be huge for our sport, for all of MMA, and for the UFC. I’m just happy to be here and I want to do my best to win this fight.”

What it means, of course, is that dos Santos is about to become a significant part of MMA history. The sport has had primetime network TV exposure in the past, but nothing like this. As if fighting for a UFC title wasn’t enough, dos Santos is about to help the UFC expose its product to millions of viewers, many of whom will likely have never watched an entire MMA bout before. Talk about pressure.

Because dos Santos’ meeting with the champ is the only fight scheduled for Saturday night’s hour-long broadcast, the stakes couldn’t be higher for this fight. If it’s a dud, the whole sport may be judged by it. If it’s a thriller, dos Santos and Velasquez will likely be heroes not just to their bosses at the UFC, but to the multitudes of other pro MMA fighters — present and future — who are hoping that a successful debut on FOX will be the rising tide that lifts all ships.




Just thinking about it might be enough to give a normal person a panic attack, but the nerve-wracking immensity of it all doesn’t seem capable of reaching dos Santos.

“I know it’s an important show, it’s an important fight, for me and the whole of MMA, but I’m feeling no pressure,” he said. “Actually, I’m feeling the same pressure that I had for other fights. … For me, it’s going to be the same thing. I’m really happy with where I am now, fighting for the title, and it’s more important than everything. I will keep my focus on the fight, on Cain Velasquez, and I’ll try not to think about that other stuff.”

It’s a smart approach, since Velasquez’s non-stop motor will probably provide dos Santos with plenty to think about once the cage door closes. The champion is far from the biggest or strongest man in the heavyweight division, but what he lacks in size he has more than made up for with speed and pace.

Once the former All-American wrestler gets started, he doesn’t stop. He hardly even slows down, and there aren’t many big men in the sport who can keep up with him. To make sure that he’s one of the few who can go step-for-step and blow-for-blow with the champ, dos Santos had his conditioning coach adjust his training, he said.

To prepare for a fast-paced title fight that could, at least theoretically, go five rounds, dos Santos never sparred less than six rounds in training, he said. And while UFC president Dana White once criticized him for beating up on opponents early and then coasting in the later rounds, the Brazilian now says he’s “more prepared for this fight, and I train a lot to keep fighting like in the first round for the whole [fight].”

“Cain Velasquez has really good stamina. For the heavyweight division, it’s very different and that makes him very dangerous for this division. But you know, he seems like an unstoppable guy, and that’s going to be my challenge. I’m going to do my best to stop him.”

And how does he plan to do that, exactly? Fortunately for dos Santos (or maybe unfortunately, depending on how you think about it), he’s not one of those fighters who needs to keep his game plan much of a secret. He wants to stay off the mat against the decorated wrestler and put his boxing skills to work, and he doesn’t much care who knows it.

“I don’t know how the fight will be, but I would love to fight standing with him,” dos Santos said. “I think he’s going to try and take me down and make his ground-and-pound. He’s very good at ground-and-pound and I think he will try to do that. But I’m going to try very hard to keep this fight standing, because I want to knock him out and I will try my best to knock him out on Saturday.”

It’s a feat that none of Velasquez’s other opponents have accomplished, but that doesn’t mean it can’t be done. Whether it ends via KO or not, dos Santos insisted, “I will win the title. I’m really confident [that] I will be the heavyweight champion on Saturday.”

He’s known nothing but success so far in the UFC, but a win would vault him to heights that even dos Santos seems incapable of imagining just yet.

As he put it, “When I started, I had dreams to fight in the UFC and be one of the best fighters in the world one day. But I never thought I could be here at this point right now. I’m just enjoying everything. I’m really prepared for this fight, and for sure it’s going to be huge.”

How huge? That’s a question still waiting for an answer.

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UFC on FOX Predictions

Filed under: UFC, UFC on FOXWill Cain Velasquez and Junior dos Santos deliver a classic fight in the first-ever UFC broadcast on network television? Will they put on the kind of performance that has the first-time UFC viewers clamoring for more? Will t…

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Junior dos Santos, right, will face Cain Velasquez in the main event on the UFC on FOX card.Will Cain Velasquez and Junior dos Santos deliver a classic fight in the first-ever UFC broadcast on network television? Will they put on the kind of performance that has the first-time UFC viewers clamoring for more? Will the winner emerge as an American sports star? And ultimately, who will get his hand raised and the UFC heavyweight belt put around his waist on Saturday night?

I’ll attempt to answer those questions and more below.

What: UFC on Fox 1: Velasquez vs. Dos Santos

When: Saturday, the Facebook undercard stream begins at 4:45 p.m. ET and the Fox broadcast begins at 9.

Where: Honda Center, Anaheim

Predictions on all the fights below.

Cain Velasquez vs. Junior Dos Santos
From a business perspective, the big question is whether this fight is going to turn new viewers who watch on Fox for the first time into UFC fans. That’s what the UFC is really hoping for with the decision to put the heavyweight title on the line for free on network television.

It’s probably too much to ask that we could get a classic battle along the lines of Forrest Griffin vs. Stephan Bonnar at the first Ultimate Fighter Finale — the gold standard for fights that brought the UFC new fans. But I do believe this is going to be a highly entertaining fight: Velasquez and Dos Santos are both compelling figures who rarely look dull in the cage, and unlike so many heavyweights, they both have the gas tank to keep this fight explosive even if it goes into the fifth round.

So who wins it? If I were certain that Velasquez is completely healthy, I’d probably give him a slight edge, thanks to his wrestling: We haven’t yet seen Dos Santos tested on the ground, and Velasquez might be the man to put him on his back and put him in trouble. However, I have nagging questions about whether Velasquez’s rotator cuff surgery could affect him in this fight. Will he have the same strength and movement that he had when he beat Brock Lesnar a year ago?

And because of those questions about Velasquez’s shoulder, I’m going to give a slight edge to Dos Santos, who I think will be able to keep the fight standing most of the way and get the better of the striking exchanges with Velasquez. Heavyweight fights that go the full five rounds don’t come along very often, but I think we’re going to see one here: Dos Santos wins by decision and becomes the new UFC heavyweight champion.
Pick: Dos Santos




Clay Guida vs. Ben Henderson
The most disappointing part of the UFC on Fox card is that this fight — which may determine the next contender for the UFC lightweight title — has been relegated to being shown on an online stream on Facebook and FoxSports.com, and won’t make it to TV. This is a great fight that shouldn’t be overlooked. Guida’s path to victory would be to take Henderson down, control him from the top and grind out a decision, but I think Henderson is going to be too strong for him and should take this one.
Pick: Henderson

Dustin Poirier vs. Pablo Garza
At age 22, Poirier is one of the most promising young fighters in the featherweight division, and a likely future title contender. I like him to win by submission over Garza in what looks to me like the Fight of the Night favorite.
Pick: Poirier

Cub Swanson vs. Ricardo Lamas
In what should be another very exciting featherweight fight, Swanson will have too much for Lamas and win a technical knockout.
Pick: Swanson

DaMarques Johnson vs. Clay Harvison
In a battle of former Ultimate Fighter contestants, look for Harvison to take control early and finish Johnson off by TKO.
Pick: Harvison

Norifumi Yamamoto vs. Darren Uyenoyama
There are a whole bunch of American fans these days who have no idea that Kid Yamamoto was once considered among the To 10 pound-for-pound fighters in the world. Yamamoto has only won one fight since New Year’s Eve 2007, and the Japanese MMA scene has fallen apart, and so Yamamoto feels like an ancient relic to a lot of newer fans. But even if Yamamoto isn’t what he once was, he should still be good enough to beat Uyenoyama, a UFC newcomer. Look for Yamamoto to pick up his first win inside the Octagon.
Pick: Yamamoto

Mackens Semerzier vs. Robert Peralta
Peralta is on an eight-fight winning streak which included a victory over Dream featherweight champion Hiroyuki Takaya, a victory for Peralta that opened a lot of eyes and got him his shot in the UFC. I think he’ll make it nine in a row against Semerzier.
Pick: Peralta

Alex Caceres vs. Cole Escovedo
Cacares, the former Ultimate Fighter bad boy, is moving down to bantamweight in what looks like a final attempt to stay on the UFC roster. I like Escovedo to put a beating on “Bruce Leroy” and knock him out of the UFC.
Pick: Escovedo

Mike Pierce vs. Paul Bradley
Pierce, who’s 4-2 in the UFC, has already beaten Bradley once before and should do it again in Bradley’s second fight in the Octagon. Look for a one-sided unanimous decision in Pierce’s favor.
Pick: Pierce

Aaron Rosa vs. Matt Lucas
Lucas is getting his first shot in the UFC after fighting for most of his career in Rage in the Cage. I like him to win his debut and likely get Rosa sent packing from the UFC.
Pick: Lucas

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UFC Not the First on Network TV, but Can It Learn From Others’ Mistakes?

Filed under: UFC, UFC on FOXMake no mistake: the UFC on Fox is a landmark event, and it is a very, very big deal for the UFC and its fans. But it’s not quite an industry pioneer. Not by a long shot.

A live MMA event on network TV? Sorry UFC, but it’s…

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Cain VelasquezMake no mistake: the UFC on Fox is a landmark event, and it is a very, very big deal for the UFC and its fans. But it’s not quite an industry pioneer. Not by a long shot.

A live MMA event on network TV? Sorry UFC, but it’s been done. Not particularly well, but still.

Before there was the UFC on FOX, there was EliteXC: Primetime. Before Cain Velasquez and Junior dos Santos agreed to meet for the UFC heavyweight title on network TV, Kimbo Slice and James Thompson introduced America to their own interpretation of MMA on CBS. Like many trailblazing efforts in other fields, this was an imperfect foray into the unknown. Let’s just say mistakes were made, lessons were learned, and both EliteXC and CBS found out that sometimes it hurts to go first.

This was late May, 2008. Compared to today’s MMA landscape, the field of battle was positively littered with would-be competitors to the UFC. The IFL had a pre-taped weekly spot on MyNetworkTV — at the time one of the consistently lowest-rated English-language networks — airing weeks-old fights and highlight reels. Strikeforce had a similarly pre-taped, extremely late-night (or, more accurately, early morning) show on NBC at 2 a.m., following “Poker After Dark.” Even clothier-turned-promoter Affliction was getting ready to jump into the MMA scene with a bloated payroll and a recklessly ambitious business plan.

And then there was EliteXC. First announced in 2006, the upstart organization put on its first fight in 2007 at the DeSoto Civic Center in Southaven, Miss. It wasn’t the most auspicious of beginnings, particularly for an event entitled “Destiny” — the main event ended in a disqualification loss for Frank Shamrock after he illegally kneed Renzo Gracie in the head several times — but with a main card on Showtime and an undercard streaming on Pro Elite website, it was perhaps a sign of things to come for the MMA industry as a whole.




On May 31, 2008, EliteXC brought a live MMA event to primetime network television for the first time in American TV history. The aptly named “Primetime” event went down in Newark’s Prudential Center, and was loaded with EliteXC’s most marketable stars, including Kimbo Slice, Gina Carano, Robbie Lawler, and Phil Baroni.

From the very beginning, the big network debut wasn’t exactly a Swiss watch. Carano missed weight badly for her fight with Kaitlin Young, and didn’t seem especially thrilled about being on the card at all. The event was headlined by former internet brawler Kimbo Slice (who had just two pro MMA fights at the time) taking on journeyman heavyweight James Thompson (who was riding a two-fight losing streak and had been knocked out in five of his last eight bouts).

The main event pairing was panned by many fans and pundits, particularly since the undercard featured a legitimately attemtion-worthy middleweight title bout between Robbie Lawler and Scott Smith, but the rationale behind it seemed obvious enough. Here was Slice, an internet novelty act who had sprang into a sudden, bizarre form of fame capable only in the age of the internet, taking on a Brit with a glass jaw who at least looked the part to people who didn’t know better. Slice would knock him out in front of millions of new viewers, all of whom would be instantly hooked on this new-fangled MMA stuff, and CBS and EliteXC would both scoop up their enormous piles of money and go home.

As you probably already know, it didn’t go down like that.

The good news was, the millions of viewers showed up. The bad news was what they saw when they got there. Dancing girls, some not quite primetime-worthy performances, and, strangely, not all that much action. As Yahoo! columnist Kevin Iole pointed out later, “after the show had been on the air for 32 minutes, there had been 61 seconds of actual fighting. When it was 70 minutes into the show, there had been just 2:12 of fighting.”

CBS would have reason to regret that, since the Slice-Thompson main event didn’t even get underway until well after the show was scheduled to end. By the time the sloppy heavyweight affair finally ended — and with a highly questionable stoppage that gave Slice the victory, no less — EliteXC had run over by nearly an hour in its network debut. It also hadn’t made too many friends.

Newspaper columnists and radio hosts around the country heaped various amounts of scorn on CBS for airing the spectacle. Even then-governor of New York David Paterson admitted to listening to the broadcast over the radio, though he was apparently unimpressed with descriptions of Thompson’s cauliflower ear popping as a result of a Slice punch. Perhaps least surprisingly, UFC president Dana White slammed the effort as “disgusting.”

Said White: “You can hate me, you can say whatever you want about me. I’ve been busting my ass for the last ten years in this sport, and there’s a lot of great athletes in this sport…and last night was a [expletive] joke. Did it set us back? I don’t know. I did Sportscenter today, where some guy’s saying this stuff shouldn’t even be on television. I agree. What happened last night should not be on [expletive] television, especially network television. But you can’t say that about the real fighters in this sport.”

Of course, that wasn’t the death knell for MMA on network TV or even for EliteXC on CBS. On went the show(s), and America hadn’t yet seen the last of Kimbo Slice. It’s worth noting that then, just as now, the MMA community had high hopes for what network exposure might help the sport accomplish. The Baltimore Sun’s Mark Chalifoux said it would be a “moment of truth” for EliteXC and MMA, writing that the “entire MMA-world has a lot riding on this event as it will be the first exposure to MMA for a lot of casual sports fans.”

Sound familiar?

EliteXC promoter Gary Shaw promised it would be “the biggest thing ever to happen to MMA.” After “Primetime” on CBS, Shaw said, fighters would be as big as American Idol contestants. “They’ll be recognized at airports and Burger Kings,” he added.

Somehow, I doubt that if James Thompson walked into a Burger King right now his biggest problem would be fending off autograph-seekers.

So what’s different for the UFC’s debut on FOX? In short, everything. Better fighters, probably better production values, and much better pre-fight promotion. While CBS seemed tepid in its support of MMA both with EliteXC and later with Strikeforce, FOX has already thrown its weight behind the UFC, plugging the Velasquez-dos Santos fight on NFL games and World Series broadcasts. If you were eating wings and watching the Packers beat the Chargers on Sunday, there’s simply no way you didn’t catch at least a half-dozen promos for the UFC on FOX.

This event also has simplicity on its side. With just one fight to get done inside of one hour, running long won’t be an issue, nor will an overburdened slate that asks new viewers to try and differentiate between multiple fighters and weight classes.

If EliteXC’s network debut was a three-hour variety act designed to introduce new fans to the sport, the UFC’s first FOX outing is more like a band showing up to play its hit single and then getting back on the tour bus. Whether it will leave fans wanting more or simply leave them confused and/or disinterested remains to be seen, and a lot depends on whether Velasquez and dos Santos can live up to the hype and the pressure.

At least the UFC chose its fighters based on skill rather than fame. At least it has a partner that really believes in it enough to want to put its name on the product all the time, rather than only when it’s convenient. At least it has the experience to pull something like this off, and the promotional savvy to do it right. The UFC might not be the first to make the leap to network TV, but it could still be the best.

 

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Despite Large Audience Expectations, UFC on FOX Debut Will Be Money Loser for UFC

Filed under: UFC, News, UFC on FOXFor months, UFC president Dana White has said that it is the only thing he cares about. His concentration on the UFC on FOX debut has bordered on obsession. You can understand his focus, as the event will potentially p…

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For months, UFC president Dana White has said that it is the only thing he cares about. His concentration on the UFC on FOX debut has bordered on obsession. You can understand his focus, as the event will potentially put his product before the eyes of millions who have never seen it before. The Cain Velasquez vs. Junior dos Santos matchup might draw the largest television audience in UFC history, but that is simply a guess. One thing we know for sure is that it will be a money loser.

The quest to get the UFC on primetime network TV had been a long-held goal for years for White, and an idea that stemmed from his youth. White could remember becoming a boxing fan while watching ABC’s Wide World of Sports and realized that broad exposure was a logical route for expanding the UFC’s fan base. For now, though it will be a costly one.

That is because the UFC budgets each event as though it is a stand-alone business. It has its own marketing and advertising budget, and revenue expectations.

According to Sports Business Daily, the UFC forecasted that if it was on pay-per-view, a Velasquez vs. dos Santos heavyweight title fight would have brought in about 800,000 pay-per-view buys.

That would have made it a huge success and financial windfall. By those estimates, the event would have raked in about $40 million in revenue, money which is shared by cable and satellite pay-per-view distributors in splits which are not public record but believed to be near 50/50 with some variations. That would have meant around $18-20 million in revenue for the UFC. Even if the event did 400,000 buys — a number which SBD suggested was more likely given the results of recent similar fights — the promotion still would have earned something around $8-10 million in revenue.

The FOX deal is believed to pay the UFC an average of around $100 million annually, but some sources have indicated that the figure starts a bit lower than that average and increases each year over the length of the deal.

This show, however, is not part of that contract, negotiated independently and according to White, it is being written off as a loss-leader with an eye towards the future.

“It’s an investment in the company,” he recently said. “In no way, shape or form do we come anywhere close to making our money back. You don’t go on free television and make your money. That’s just not how it works. We’re going to get smashed on this fight, but it’s an investment in the future of the business.”

According to SBD, the UFC also reportedly had to dig into its pockets to pay Velasquez a bonus to offset the pay-per-view cut he lost when the company decided to feature him on free television.

It’s not all bad news though. In addition to arena gate and merchandising revenue for the historic show, the FOX deal is expected to bring in new advertising dollars. Though usual sponsors like Dodge and Bud Light are likely to be the more prominent ones for the premiere, FOX executives have indicated that new sponsors will be on board for the first event in 2012.

With FOX’s mainstream audience and ability to reach the target demographic of 18-34 year old males, the UFC sees the network as a driver for more explosive growth, the same way it helped push the rise of NASCAR. UFC chairman and CEO Lorenzo Fertitta told SBD that he believes the company could create 100,000 new pay-per-view buyers from the early exposure alone. So while the promotion expects the first event to be a short-term money-loser, they are banking on the belief that it will eventually increase the company’s bottom line.

It’s a strategic move that brings the product its widest exposure, with the hope that a fan-friendly platform turns into fan dollars.

“Our goal has always been to bring big, free fights back to network television,” White said. “Now that we have a network deal, we’re looking at it as, obviously we’re going to take a hit on the pay-per-view side for a big fight like this, but we’re thinking long-term for the future of the sport and making the sport bigger. That’s why we’re going to do it, and continue to do it.”

 

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