If you are a fan of MMA in Canada, specifically the UFC, then you’ve seen Canada has lost a lot of momentum in the sport in 2014. Fights have been moved from the great white north to its neighbour to the south, as well across the pond, and the presence of major media coverage has dwindled.
There are plenty of reasons for why MMA no longer has a big presence in Canada, but that doesn’t mean that all hope is lost for the nation. First, we must discuss what exactly led to the decline in MMA popularity in the country, and how things can be turned around.
MMA Business in Canada
With the UFC set on global expansion and putting on more events than ever, it was thought by most Canadian fans that they would get to see a couple of extra events on home soil. The hope would have been to get two PPV’s, maybe a Fox card, a couple of Fight Nights and maybe a Fight Pass card.
Instead, Canada only hosted 3 events in the 2014 calendar year, the same amount as last year. By the end of 2014, the UFC will have put on a record of 44 events, 12 more than in 2013. Out of those 44 events, 19 will have taken place outside of the United States, seven of those 19 in Brazil, the new Pound for Pound best MMA country in the world.
That leaves the UFC with 12 events in 2014 that will not take place in Brazil or the United States. Even though Canada was considered at one point the “Mecca of MMA”, the country was not given an event in the two cities that shattered UFC attendance records, Montreal and Toronto. The one PPV that Canada received was one that reportedly sold the lowest amount of PPV’s in the company’s history, UFC 174.
For a country that was held in high regards, the UFC did no favours to Canada in 2014. The UFC also owes both Winnipeg and Calgary for putting on two of the worst PPV events in company history. Dana White even promised that he would make it up to Calgary, but there are no signs that the UFC will return any time soon.
Cancellation of UFC Central, Expiration of Sportsnet Deal
After 5 and a half years and over 275 episodes, on October 1st, the most popular Canadian MMA television show was given the hook. For MMA to have a presence on a popular sports network is huge for the brand, and with the cancelation of the show, it looks like the UFC could be close to losing Sportsnet as a home.
For those unaware of Canadian sports networks, the two biggest in the country are TSN and the aforementioned Sportsnet. These two networks own the Canadian sports market, and are the main way that Canadians consume sports coverage. Last year, Sportsnet signed a 12-year TV deal with the NHL for $5.2 Billion. This means that the network will become the home for hockey, leaving no place for UFC coverage.
Even worse for Canadian MMA fans, the UFC’s 5 year deal with Sportsnet expires at the end of 2014. With only 3 events held in Canada and no major PPV’s, as well as the loss of UFC Central, it is very doubtful that Sportsnet will be the home of the UFC for Canadian fans in 2015. Where the United States has Fox, Canada had Sportsnet for all of its MMA coverage. In 2015, there may not be a place for Canadians to watch Fight Nights or PPV prelims.
The Loss of GSP
Why would the UFC put so little investment into the Canadian market in 2014? What is different from the previous years that saw the UFC return to the country’s major markets year after year? Why is 2014 the year that UFC Central is being cancelled?
2014 is the first year since his UFC debut that Georges St. Pierre has not competed inside of the octagon. The most consistent draw in UFC history and the country’s biggest MMA star remained in semi-retirement throughout all of 2014.
It is not a coincidence that Canada lost so much so quickly in 2014. Canadian media and the UFC only see Canada as worth investing time into when GSP is still around, and for now, Canadian fans and media are all just waiting on the word to see if GSP will ever step into the octagon again.
Luckily, there is still a lot of time for MMA to remain a stable in Canadian sports, but there are going to have to be a couple of lucky breaks, as well as a change in how the UFC sees Canada in 2015.
Read Part 2: How MMA in Canada Can Be Saved, Coming Tomorrow.
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