MMA in the Media: GQ Covers UFC 118

Posted: September 3, 2010 in Marketing, Social Media, UFC

Not the issue you'll find the article, but it was the only one w/o the Twilight kid on the cover...

As you know from reading this blog, a big focus for me is the mass adoption of MMA.  The UFC marketing machine is clearly doing its work and slowly but surely we are seeing MMA coverage from a variety of different outlets.  Although it is great to see it in daily newspapers and sports magazines, the true test of a sports existence is when coverage arrives in outlets you wouldn’t expect.

Yesterday, I saw just one of those cases.  Embedded below is an article on lessons learned from UFC 118 from the folks at GQ.  Yes, That GQ.   Just as impressive as them stepping out of their comfort zone, was GQ proving they are on the ball in terms of social media.  They hit me on Twitter pretty fast when I tweeted the article.

For those confused @trochman is the Clark Kent to @mixedmktingarts Superman.

Check out the article and let me know if you’d like to see more MMA coverage in these types of outlets.  Would you be more apt to read a full issue and check out their other focuses?

UFC 118: What we learnt

By Jamie Millar

Long-time boxing fan, first-time UFC spectator, was in Boston over the weekend to see, among other bouts, former world champion and Expendables star Randy “The Natural” Couture take on James “Lights Out” Toney (long-time heavyweight boxer, first-time UFC combatant). Here’s what we learnt – and not just in the three minutes and 19 seconds that fight lasted…

1. If you’re a heavyweight boxer about to step into the octagon for the first time against a former UFC world champion whose nickname is “The Natural”, it might be advisable to acquire at the very least a rudimentary grasp of mixed martial arts.

2. It’s also advisable to keep the pre-fight trash-talking to a minimum. Quotes like “Randy Couture is garbage” and “He’s pretty good – for a girl” can really come back and haunt a man.

3. Randy Couture does actually have his own fashion line (Xtreme Couture). It probably won’t be showing in Paris.

4. Even if you’re not fighting, don’t wear cobalt-blue tailored shorts which stop just above the knee. Unless you want to get reactions like “Nice shorts, faggot” from the UFC faithful. (Their own aesthetic is more akin to “Ed Hardy hen party”.) Although incidentally Renzo Gracie – part of the Brazilian jiu jitsu dynasty and the closest thing to MMA royalty – complimented us on them.

5. The low single-leg is a takedown which works on only the most inexperienced of mixed martial artists. And James Toney.

6. The only thing worse than being punched in the face repeatedly for 15 minutes is being punched in the face repeatedly for 15 minutes and then being choked unconscious. (See Marcus Davies vs Nate Diaz, pictured.)

7. Fan favourite and explosively powerful former world champion BJ Penn can jump out of a swimming pool.

8. Former boxer and bouncer turned UFC President Dana White likes Tom Ford suits.

9. White bought UFC in 2001 for $2m. Forbes recently valued it at well over $1bn. Which keeps White in suits.

10. UFC makes more money from pay-per-view than boxing, wrestling and porn combined. So you’re interested now? UFC 120 is at the O2 on 16 October. At the time of writing there were about 470 tickets left…

  1. Nice points by GQ and really cool to see more and more of mainstream media delving into MMA and the UFC in particular. The point about the low single leg working only on greenhorns … and James Toney was great.

  2. […] Is MMA MainStream? No. Posted on September 8, 2010 by mixedmarketingarts As much as I’d love to say it is, it would be a bit premature.  What makes me ask this question? The fine folks at Bleacher/Report wrote a piece yesterday that caught my eye.  The article is entitled “MMA: When Do We Consider It Mainstream?” They argue that the time is here and now.  And if you check out the article, they make a lot of valid points… as to why the UFC is mainstream – not MMA.  This sport still has a long way to go. The UFC Marketing machine has done a great job to promote itself and is –in my opinion – single handedly responsible for how far MMA has come in the eyes of general sports fans, brand-name advertisers and the media. […]

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