Transcript Document 7281491

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 Challenge
Create a 5-year plan to make MMA a top 5 sport in the
US and UK
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?
Measures of Success
Surpass the NFL and FA Premier League in
popularity and ratings
Where are we now?
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
Demographic Profile During Superbowl XL Weekend
• #1 among men 18-34 (3.71, 971,00) in timeslot (weeknights @ 10pm)
• #1 in HH ratings (1.95), average audience (2.4 million)
• Men 25-34 (5.03, 758,00)
• Men 18-49 (2.70, 1,411,000)
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.
Nielsen Monitor-Plus
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)
Challenges / Issues
PC Comments:
Not quite sure what you're trying to say here.
Challenges
Issues
Perceived as human “cock fighting”
The sight of blood makes people uneasy
Protecting the safety of fighters
31 rules have been instituted, yet the
perception of the sport is unchanged
Not sanctioned in major cities
State athletic commissions hesitate to approve
“human cockfight”
Traditional media coverage
Journalist aren’t willing and informed enough to
report on the sport
Changing Perceptions
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?
1. Humanize the Sport
• Build a relationship with TV viewers -- Create shows to compliment reality TV
• HBO’s REAL SPORTS
• CBS’s “60 Minutes”
• MTV’s “Final Fu”
• Start a conversation with fans on the web
• Build a MySpace homepage for the most personable fighters
2. Educate Newspaper Beat Writers
• Obtain regular write-ups in national/regional newspaper publications
Example:
• Andrew Levin of the Washington Post regularly covers MMA events
3. Hire Lobbyist
• Endorse the safety of the sport to law makers
• Minimize barriers for approval from state athletic commissioners
• Target special interest groups in the 5 largest US and UK cities
Integrating a Fragmented Sport
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.
MMAF
The Mixed Martial Arts Federation
A Unified League
1. Ensures rules are consistent from city to province
2. Regulating the rules will accelerate sanctioning in major markets in the US and UK
3. Leagues makes regional TV deals possible
4. Leagues with extended reach are attractive to sponsors
PC Comments:
Integrating a Fragmented Sport
Sept
Oct
Nov
Slide is unclear.
Dec
Jan
While there is a thought here about seasonal
opportunity - you seem to be suggesting not
having
aMar
profile Apr
for 7 months
the year.
Feb
May of Jun
Jul
Aug
American Sports
Baseball
Basketball
US Football
Hockey
MMAF
British Sports
Football
Cricket
Rugby
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
Legend
Start of Season
End of Season
National Integration
PC Comments:
Again this is quite and interesting idea. But
why will this help us reach our objective?
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:
Sponsorships
What is the insight behind these ideas? Why
these brands?
Creating Mutually Beneficial Partnerships
• Obtaining official sponsors is key to serving a growing audience
• Partnerships should be formed with brands that naturally fit the lifestyle of the audience
Energy Brands
Sports Brands
Record Labels
Performance Vehicles
Sports Performance Drinks
PC Comments:
The Plan
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.
Promoting the Sport
Year 5
Year 4
Year 3
Year 2
Year 1
Change Perception
• Humanize Sport
• Educate Writers
• Hire advocates
Consistency
• Unite Leagues
• Create a season
• Obtain Sponsorship
Integration
• Unite “global”
leagues
Sponsorship
• Develop farm system
•
Develop regional
partnerships
• Create a retail store
• Expand to top 5
markets (US & UK)
•
Develop national
partnerships
• Move away from
pay-per-view
•
Build relationships
with suppliers,
licensees &
broadcasters
Expand
• Target national TV
• ESPN, SKY TV
• Develop “friendly
matches
• Establish MAAF
cable network
• Take steps to
becoming an
Olympic Sport
Thank you
For questions please contact:
George Crichlow
[email protected]
917.572.5398