It was supposed to be a good deal.
In just a few short months, however, the UFC’s new Reebok sponsorship has spiralled into what has become an increasingly divisive issue that has pitted the UFC against both its fighters/employees and fans alike.
UFC’s New Reebok Deal Has Created a Great Divide
Though many predicted an initial backlash from fighter’s and their respective camps, few could have seen coming, the PR nightmare it has become, culminating most recently in the axing of long time UFC and veteran cut-man Jacob “Stitch” Duran.
Duran, like some lesser known fighters, was let go by the UFC for speaking out against the new Reebok deal for which cut men were forced to accept, unlike the fighters, without any additional compensation.
It was a move that was clearly meant as a warning to anyone else that in the new UFC – you keep your mouth shut and do your job.
The swift and reactionary firing left a bad taste in the mouth of many fighters and fans alike, who came, in unison, to the defense of Duran causing an online backlash that forced Reebok – not the UFC – to publically issue a statement addressing the situation.
Picking on a cut-man of all people also did nothing to curb previous criticism of the organization who have gained a reputation in recent years as something of a bully with little or no loyalty to its fighters or long time employees.
The firing, however, was just another PR mishap that followed months of controversy pertaining to issues surrounding the Reebok sponsorship that included; fighter pay over the Reebok deal, public spats between UFC President Dana White and fighters/fans, an embarrassing unveiling of the new fighter kits that were not only ridiculed by most for having no individuality, but also featured the incorrect spelling/names of some fighters and the exiting of long-time UFC site coordinator and “Babysitter To The Stars” Burt Watson, whom abruptly quit earlier this year citing mistreatment at the hands of UFC staff after an altercation at UFC 184.
Adding insult to injury, both TUF 1 contestant and UFC veteran Josh Koscheck and top light heavyweight contender Phil Davis both left the UFC recently for Bellator, stating the Reebok deal and UFC’s want for control as motivating factors in their decision.
Despite harsh criticisms from fans, fighters, and those close to the MMA, however, the UFC are heading in a new direction with the sport in signing with Reebok and are showing no signs of looking back.
It’s a direction that has seen a shift in attitude towards its fighters and fans as invaluable to expendable. Perhaps the organization is beginning to let their success go to their head and fans are not only keenly aware of it, but growing exhausted.
When questioned by on Twitter about the “Stitch” firing, White launched into a tirade referring to fans as “fat” and “morons”. The temper tantrum made White look foolish in the eyes of many, and highlighted an ever growing divide between the once fan friendly president and UFC fans.
But gone are the days of a fighter and fan friendly UFC.
The days where Dana White, be it standing at the podium at a post-fighter presser, or speaking to media in a scrum after an event, would gush over fights and fighters with passion and honesty. The days when there was still excitement building around the sport and fans could feel like they were part of something as the UFC provided a proving ground for the best mixed martial artists in the world.
Yes, those days are gone.
The UFC’s meteoric success has led them to become one of the most profitable sports franchises in the world, and like all big business as their brand continues to grow, of little value and importance will be the opinion of the individual fighter and fan.
The Reebok deal is the first step in that direction for the organization, but in doing so perhaps the UFC has gotten more than they bargained for.
NEW YORK, NY – JUNE 30: Launch Of The Reebok UFC Fight Kit at Skylight Modern on June 30, 2015 in New York City. (Photo by Brad Barket/Getty Images for Reebok)
