UFC on FOX

• UFC 101• Audience Demographics• Show Descriptions• Digital & Social Media

UFC 101

• Largest MMA brand in the world• Founded in 1993, purchased by Zuffa in 2001• Chairman/CEO – Lorenzo Fertitta• President – Dana White• Purchased World Extreme Cagefighting (WEC) in 2006

• Absorbed into UFC in 2010• Purchased Strikeforce (Scott Coker) in 2011

• Operates as separate entity

• Fighters: Best of the Best• Top ranked fighters from around the world• Fighting disciplines include boxing, Brazilian Jiu-Jitsu, Wrestling, Mui Thai,

Karate, Judo and Kickboxing

• The Octagon• Non-championship bouts = 3 rounds• Championship bouts = 5 rounds• Rounds = 5 minutes, 1 minute rest between rounds  

UFC 101

A LIFESTYLE BRANDNETWORK TV

PPV & VOD

SPONSORSHIP

WEB

LICENSING

PR & MEDIA

MERCHANDISE

MOBILE

• Interesting facts• Attire

• League approved shorts• Shoes, shirts, long pants, gis = NOT ALLOWED

• Open-fingered, light wrist gloves• Minimum one inch pad around knuckles• 4 to 6 ounces

• The Cage• Officially referred to as “The Octagon”

• Trademarked concept and term• Metal walls, chain linked fence, 32FT diameter• Foam padding between 8 fenced sections (sponsor, logo)• Two entrances• Mat is painted with sponsorship logos

• Scoring• 10 point system• Points deducted for illegal blows

• The Voices• Play-by-play: Joe Rogan and Mike Goldberg• Octagon Announcer: Bruce Buffer

• The Outcome• Submission (Verbal or Tap-out)• Knockout (Fighter put in state of unconsciousness)• Technical Knockout (Referee, doctor or corner stoppage)• Judges decision• DQ

UFC 101

• Weight Classes – 7 Total

• Heavy Weight: (up to) 265 lbs.

• Light Heavy Weight: 205 lbs.

• Middle Weight: 185 lbs.

• Welter Weight: 170 lbs.

• Light Weight: 155 lbs.

• Feather Weight: 145 lbs.

• Bantam Weight: 135 lbs.

UFC 101

• The Fighters

UFC 101

Class: Heavy Weight Class: Light Heavy Weight Class: Middle Weight Class: Welter Weight

Rank Fighter Rank Fighter Rank Fighter Rank Fighter

Champ Cain Velasquez (10/23/10) Champ Jon Jones (3/19/11) Champ Anderson Silva (10/14/06) Champ Georges St. Pierre (4/19/08)

2 Junior dos Santos 2 Mauricio "Shogun" Rua 2 Yushin Okami 2 Jon Fitch

3 Alistair Overeem 3 Quinton Jackson 3 Chael Sonnen 3 Jake Shields

4 Brock Lesnar 4 Rashad Evans 4 Ronald Souza 4 Nick Diaz

5 Frabricio Werdum 5 Lyoto Machida 5 Mark Munoz 5 Josh Koscheck

Class: Light Weight (Formerly WEC) Class: Feather Weight (Formerly WEC) Class: Bantam Weight (Formerly WEC)

Rank Fighter Rank Fighter Rank Fighter

Champ Frankie Edgar (4/10/10) Champ Jose Aldo (11/20/10) Champ Domonick Cruz (12/16/10)

2 Gray Maynard 2 Hatsu Hioki 2 Joseph Benavidez

3 Gilbert Melendez 3 Chad Mendes 3 Brian Bowles

4 Shinya Aoki 4 Kenny Florian 4 Urijah Faber

5 Eddie Alvarez 5 Marlon Sandro 5 Demtrius Johnson

*As of 8/1/11

UFC is a truly international sport with fighters from over 26 countries around the world 3 of 7 current title holders are from outside the U.S.

THE UFC DRAWS AND BRINGS TOGETHER THE MOST TALENTED & DEDICATED ATHLETES IN THE WORLD

AustraliaKyle Noke

Anthony Perosh

George Sotiropoulous

BelarusVladimir Matyushenko

BulgariaStanislav Nedkov

CroatiaMirko "Cro Cop" FilipovicIgor PokrajacGoran Reljic

Czech RepublicKarel Vemola

DenmarkMartin Kampmann

EnglandBrad PickettMichael BispingTom BlackledgeRob BroughtonTerry EtimDan HardyJohn HathawayPaul KellyJames McSweeneyNick OsipczakRoss PearsonPaul SassSteve Steinbeiss

Paul TaylorCurt WarburtonJames WilksAndre Winner

FranceCyrille Diabate

Cheick Kongo Ouedraogo

GermanyKris McCray

HollandAntoni Hardonk

Gilbert Yvel

ItalyAlessio Sakara

JapanYoshihiro Akiyama

Takanori GomiYushin OkamiTakeya Mizugaki

Mark Munoz

NetherlandsStefan Struve

New ZealandMark Hunt

James Te Huna

PolandTomasz DrwalBart PalaszewskiPeter SobottaKryzysztof Soszynski

RussiaDennis Siver

South KoreaDong Hyun KimChan Sung Jung

Dongi Yang

SwedenAlexander Gustafsson

ArmeniaManvel Gamburyan

CanadaMark Hominick

Chris Horodecki

Yves Jabouin

Mark Bocek

Patrick Cote

Joe Doerksen

TJ Grant

Mark Holst

Jason MacDonald

Rory MacDonald

Claude Patrick

Nick Ring

Sam Stout

Georges St Pierre

ChinaTiequan Zhang

BrazilJose Aldo

Rafael Assuncao

Renan Barao*

Wagnney Fabiano

Diego Nunes

Fredson Paixao

Rani Yahya

Amilcar Alves

Janigleison (Tibau) Alves

Thiago Alves Araujo

Vitor Belfort

Luiz "Banha" Cane

Rafael dos Anjos

Junior "Cigano" dos Santos

Willamy "Chiquerim" Freire

Gabriel Gonzaga

Renzo Gracie

Lyoto Machida

Demian Maia

Mario Miranda

Rafael Natal

Brazil (continued)Antonio Rodrigo Nogueira

Antonio Rogerio Nogueira

Charles Oliveira Da Silva

Rousimar Palhares

Vinicius Queiroz

Mauricio Rua (Shogun)

Anderson Silva

Thiago Silva

Wanderlei Silva

Thiago Tavares

Paulo Thiago

CubaJavier Vazquez Iran

Kamal Shalorus

MexicoWilliam Campuzano-Aleman

NigeriaAnthony Njokuani

• UFC on FBC• 4 Live Fights per year

• UFC on FX• 6 Live Fights Nights per year• The Ultimate Fighter (TUF)

• UFC on FOX Sports Cable Networks• UFC Countdown• Live Weigh-ins• UFC Pre and Post Live shows• Prelims (Live Fights)

• UFC on FUEL TV• Live Programming

• 6 Live Fights Nights per year• Prelim fights• Weigh-ins• Pre/Post fight

• Highlight programming• Over 50+ hours of weekly UFC

programming

UFC on FOX Schedule

JANUARY FEBRUARY MARCH APRIL MAY JUNE

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

NO SEASONALITY UFC holds events year round with 15 pay-per-view events in 2010 and 16 slated for

2011

Demographics

UFC Audience Demographics

*PAY-PER-VIEW VIEWING HABITSAverage group size watching an

event 8.8

Source: Nielsen Media Research; Aug’10-Jul’11; includes all UFC programming on Spike*Harris Interactive Inc.

Male/Female Skew: 74%M/ 26%FMedian Age: 36Median Income: $48K

14.1%

16.4%

20.9%

21.6%

15.5%

11.5%East CentralNortheastPacificSoutheastSouthwestWest Central

129Index

75Index 113

Index

110Index

103Index

82Index

What is your favorite spectator sport?Football 33% 57%Ultimate Fighting 26% 7%Basketball 22% 11%Baseball 15% 20%Golf 4% 5%

20-YEAR-OLDS 50-YEAR-OLDS

[1][2]

Source: Esquire Magazine, Moody’s Analytics

Relevant to Young Men

Live SportsM18-34

(000)M18-49

(000)Median

AgeMale Skew

UFC Live Fights (SPIKE) 497 909 35 74%

NBA (ESPN, ESPN2, TNT) 470 800 37 71%

College Football (ESPN, ESPN2, VS) 336 663 48 71%

MLB (ESPN, ESPN2, TBS) 167 327 49 70%

College Basketball (ESPN, ESPN2, VS) 135 251 47 70%

NHL (VS) 53 122 42 70%

Source: Nielsen Media Research; C3 data stream; includes live regular season sports; most recent 12 months (Aug’10-Jul’11)

UFC Live Fights deliver more viewers, younger median age, and higher concentration of males than other live sports

Mainstream Entertainment

Source: Nielsen Media Research; C3 data stream; includes all non-sports programs with 10+ telecasts; M-Su 8-11P; CY’11-td (thru 7/10/11)

The Ultimate Fighter is a top 20 ranked cable program, delivering more M18-49 than many primetime shows.

Hoarders (A&E)

NY Ink (TLC)

Man Vs. Wild (DISC)

Mythbusters (DISC)

South Park (CMDY)

Jersey Shore (MTV)

Deadliest Catch (DISC)

The Ultimate Fighter (SPK)

260

277

338

380

421

440

466

509

M18-49 (000)

Engaged with Commercial Content

Source: Simmons Multi-Media Engagement Study Fall 2010; M18-49

The Ultimate Fighter viewers pay attention to commercials and purchase products advertised

Ads in this fit well with program content

Prod/Serv advertised are high quality

Get valuable info from ads in this

Ads help me make puchasing decisions

More likely to buy products advertised

Pay attention to ads

30%

39%

23%

29%

22%

29%

25%23%

20%18% 18%

20%

TUF Cable Average

170Index

120Index

115Index

122Index

161Index

145Index

Source: Simmons Fall 2010 Two Year Study; Base: All Adults

93% more likely to have visited Burger King 6+ times in last 30 days

23% more likely to have Geico Insurance

101% more likely drink 5+ Anheuser Busch Beers in last 30 days

56% more likely to be employed: Administration/Active Military

192% more likely to use Axe Deodorant 7+ times in last 7 days

70% more likely to drink 14+ Pepsi Drinks in last 7 days

49% more likely to have DirecTV

44% more likely to own Sony electronics

84% more likely to subscribe to Boost Mobile

Delivers viewers who buy your products

130% more likely to have visited Taco Bell 6+ times in last 30 days

85% more likely to have visited Subway 6+ times in last 30 days

160% more likely drink 5+ MillerCoors Beers in last 30 days

Show Descriptions

• Reality based show started in 2005• Up-and-coming MMA fighters in competition for a six-figure UFC

contract• Fighters broken into 2 teams• Fighters eliminated via match each week• Coaches fight each other at conclusion of season

• Major PPV promotion and event

• Past TUF winners includes:• Forrest Griffin (S1), Rashad Evans (S2), Nate Diaz (S5)

• Season 14 Coaches feature Michael Bisping and Jason “Mayhem” Miller

• Starts on FX and FUEL TV in Spring of 2012 (Season 15)

The Ultimate Fighter (TUF)

• The Ultimate Fighter: One of the longest running reality series in television history, The Ultimate Fighter brings together promising MMA prospects from across the world, who must live together in a house and battle each other for a coveted UFC contract.  The contestants are divided into two teams, each coached by a star UFC fighter, and they battle it out in pursuit of one goal, one dream - to become The Ultimate Fighter.

• Countdown to UFC: Leading up to each pay-per-view event, Countdown to UFC sets the stage for the biggest fights with in-depth interviews and behind the scenes access to fighter training camps.  Hear the mindset of the fighters and see the training they endured to ready themselves for combat inside the Octagon.

• The Best of Pride Fighting Championships: We open the Pride vault to showcase some of the greatest mixed martial artists and most dramatic bouts from Japan’s MMA glory days.  Many UFC stars like “Shogun” Rua, “Rampage” Jackson and “Minotauro” Nogueira first rose to prominence in the Pride ring, and you’ll see those classic fights in The Best of Pride.

• UFC Fighter Profile: This documentary series profiles the top fighters in the UFC today.  Through compelling video and revealing on-camera interviews, we hear the stories behind the fights, how they got where they are today and where they hope to go in their careers.  Viewers go beyond the cage and the hype, and into the fighter’s lives and minds.

• UFC PPV Replays: Mixed martial arts’ greatest fighters and epic Pay-Per-View fights are repackaged into a commercial format for fans to see for the first time on free TV. Now fans can relive these incredible events through UFC Pay-Per-View Event Replays, which include exclusive and never-before-seen footage from backstage at the event. You may know the results, but you’ll still be on the edge of you seat.

• UFC Primetime: As the UFC’s greatest warriors prepare for their biggest battles, viewers follow every step of the way on this real time journey from home life to training camp to main event.  This show features striking cinematography and intimate storytelling with an immediacy that keeps you in the moment and on the edge of your seat right up to fight night.

Show Descriptions

• The Ultimate Fighter: One of the longest running reality series in television history, The Ultimate Fighter brings together promising MMA prospects from across the world, who must live together in a house and battle each other for a coveted UFC contract.  The contestants are divided into two teams, each coached by a star UFC fighter, and they battle it out in pursuit of one goal, one dream - to become The Ultimate Fighter.

• Countdown to UFC: Leading up to each pay-per-view event, Countdown to UFC sets the stage for the biggest fights with in-depth interviews and behind the scenes access to fighter training camps.  Hear the mindset of the fighters and see the training they endured to ready themselves for combat inside the Octagon.

• The Best of Pride Fighting Championships: We open the Pride vault to showcase some of the greatest mixed martial artists and most dramatic bouts from Japan’s MMA glory days.  Many UFC stars like “Shogun” Rua, “Rampage” Jackson and “Minotauro” Nogueira first rose to prominence in the Pride ring, and you’ll see those classic fights in The Best of Pride.

• UFC Fighter Profile: This documentary series profiles the top fighters in the UFC today.  Through compelling video and revealing on-camera interviews, we hear the stories behind the fights, how they got where they are today and where they hope to go in their careers.  Viewers go beyond the cage and the hype, and into the fighter’s lives and minds.

• UFC PPV Replays: Mixed martial arts’ greatest fighters and epic Pay-Per-View fights are repackaged into a commercial format for fans to see for the first time on free TV. Now fans can relive these incredible events through UFC Pay-Per-View Event Replays, which include exclusive and never-before-seen footage from backstage at the event. You may know the results, but you’ll still be on the edge of you seat.

• UFC Primetime: As the UFC’s greatest warriors prepare for their biggest battles, viewers follow every step of the way on this real time journey from home life to training camp to main event.  This show features striking cinematography and intimate storytelling with an immediacy that keeps you in the moment and on the edge of your seat right up to fight night.

Show Descriptions

• UFC Tonight (Live Show): FUEL TV originally produced UFC program airs Monday-Thursday.

• UFC Ultimate Insider: This weekly magazine show brings viewers beyond the cage and behind-the-scenes of the Ultimate Fighting Championship. This is the ultimate source for exclusive footage, in-depth interviews, feature stories, behind-the-scenes access, and so much more! UFC Ultimate Insider covers the UFC from the inside out.

• UFC Ultimate Knockouts: The UFC’s Ultimate Knockouts series brings you the greatest knockouts in the history of the sport, delivered by fighters who refuse to leave the result in the hands of the judges, or give their opponent the chance to tap out. These are the men who end fights on their own terms, with a single strike. They leave no doubt… by way of knockout!

• UFC Ultimate Submissions: Every man has his limit. No matter how tough, there is a pain threshold beyond which no man can pass, the point where determination gives way to submission. This action packed collection brings you all the best submissions from UFC superstars who found victory by pushing the ultimate limits of pain.

• UFC Unleashed: UFC Unleashed features the best fights from the UFC archives, including pay-per-view events, The Ultimate Fighter finales, and Fight Nights, and more, all in one show. Unleashed brings you the big fights that you missed or want to see all over again.

Show Descriptions Continued

Digital & Social Media

.COM

2006 2007 2008 2009 2010

2.1

3.23.6

5.0

6.3

Average Monthly Unique Visitors(in millions)

Source: Google Analytics1. 2010 unique visitors are calculated for Jan 1, 2010 – Dec 31, 2010

Dec 2006 Dec 2007 Dec 2008 Dec 2009 Dec 2010

75%69% 67%

58%53%

25%31% 33%

42% 47%

UFC.com Mix of Origin Web Traffic

US % International %

UFC.COM averaged over 6.3 million monthly unique visitors in 2010 Traffic from outside the U.S. is growing at a faster pace

SOCIAL MEDIA Facebook & TwitterAs of June 28, 2011

Source: Facebook and Twitter

2007 2008 2009 2010 as of 6/28/11

- 0.2

0.8

4.5

5.8

UFC’s Facebook Fans(in millions)

2007 2008 2009 2010 as of 6/28/11

- -

0.9

1.2

1.5

Dana White’s Twitter Fol-lowers

(in millions)

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

Our fans keep growing.

Source: Official Facebook Pages of Sports League and Teams

SOCIAL MEDIAAs of June 28, 2011

LOOKS LIKE WE’RE KEEPING GOOD COMPANY

5.8 MILLION

UFC’s Channel

A single UFC produced video averages over 350,000 views on YouTube – more than any other single video produced by another sports partner.

Source: YouTube as of 4/5/2011

UFC

Moto GP

Nike Football

Red Bull

NBA

TNA Wrestling

ESPN

NHL

353,064

241,471

176,429

128,758

105,511

87,505

21,092

7,799

Sports PartnersAverage Views per Video

ULTIMATE FIGHTING CHAMPIONSHIPUFC’S CHANNEL