Hype has been a part of the fight game for as long as it has existed. It is an integral part of how promoters can fill venues, sell pay-per-views, push merchandise out of the door, the list goes on. However, I believe there has been a recent trend of late within the UFC and MMA in general to push the boundaries of what is generally considered good promotion. This is sometimes brought on by the companies themselves, but mostly by individuals, which is starting to leave a sour taste in the mouths of many a fan, serious and casual alike.
There is little doubt that a solid promotional video, for example, the recent (and excellent) package for the upcoming Jose Aldo vs Conor McGregor fight at UFC 189 can send shivers down the spine and generate excitement that almost transcends the fight itself. For the casual fan a package like the aforementioned raises intrigue, a curiosity that can lead onto further exploration and eventually (the promoters aim) purchasing of the pay-per-view or even tickets for the event itself. This has been supported by a tour, that pushed the limit of the most hardened fan, as Aldo and McGregor seemingly went through the same stare down, comments and bravado across a number of cities and venues. However, while always on the edge of exploding, it never overstepped the mark and has since created a monster of a fight and a must see pay-per-view.
WHERE IS THE LINE
The same could not be said however of the promotional drive for UFC 190 between Ronda Rousey and Bethe Correia that takes place this August. There will always be a debate as to where to draw ‘the line’ when it comes to the promotion of a fight. I guess that depends on the consumer and their moral standards. The comments made by Correia, either planned or not, however, were definitely so far past the line that it is not even possible to argue. I would not want to give the comments anymore column space than they already have been given in the media, but needless to say that any negative comments regarding suicide should be condemned.
The fact that Rousey has had this to deal with in her short life is what makes the comments, and I will repeat that it is clamed by Correia and her camp that it was made with no awareness of Rousey’s past, even more disgraceful. The UFC cannot be entirely held to blame; the fighters under its control are all adults, we are in a world of instant social media and people in all walks of like say and do things that they do not necessarily mean. However, has this in any way enhanced the fight, made it more interesting or just removed from the actual show itself and again turned the spotlight away from the octagon? Has the hype for this fight increased at the expense of the actual contest itself and again drawn bad press into a sport that still has its detractors in the mainstream media, despite the best efforts of its ambassadors?
INDIVIDUALITY vs MAINSTREAM
As the UFC is on the verge of the Reebok deal commencing, where fighter’s individuality has come under scrutiny with walk-out tees, caps, sponsorships all under closer control, surely we will see a period of greater control of the promotion of upcoming fights. At the moment it seems to be a damage limitation strategy that is undertaken, for the most part, whereby the philosophy of any press is good press seems to be the order of the day.
As already alluded to, this has been a part of combat sport, since it began. Boxing in particular is not ashamed of the occasional inappropriate statement or media brawl. However, if the UFC wants to keep the product about the fighting, the very core of its beginnings (to establish which is the best martial art form), then the hype needs to be measured accordingly. Otherwise the ‘pay off’, the actual fight itself, will never live up to the hype (as is often the case) and will eventually turn casual fans away. Just last year the Jon Jones and Daniel Cormier brawl, subsequent commission hearing, interviews on network tv etc. got the hype to the point that even the greatest of brawls was never going to be enough.
FINDING THE RIGHT BALANCE
The answer is not a simple one but there needs to be a balance between hype and eventual product. A fine control of the nature of the publicity involved. Some fights need to be about bad blood, general animosity, revenge and a whole paraphernalia of other negative emotions, yet these need to be conveyed carefully if the UFC wants to keep the ‘mainstream’ approach and global recognition of the sport that it craves.
With the UFC putting on more shows each passing year, with one event ending and the other just around the corner and hype for pay-per-views seemingly starting months in advance, the emphasis is now on making such an unpredictable product live up to the hours of hype it has received. That is not easy in the slightest. Where UFC promotion is concerned, ‘Welcome to the show’ is their tagline, and it’s the show we want, not a side spectacle that takes up more media coverage than the fight itself. Some fights sell themselves, some need a little help, finding the balance is the key.
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