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