Burgeoning MMA, UFC Threatening Boxing in Australia
by Luke Thomas on Dec 20, 2009 8:06 PM EST
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That's the takeaway from this piece in The Australian:
UFC 110, held on February 21, sold out within hours -- the second fastest sell-out in the UFC organisation's history. It will set a new revenue record for a sporting event held at Sydney's Acer Arena, the same venue that played host to the blink-and-you'll-miss-it Danny Green-Roy Jones Jr fight on December 2. It will be among the biggest revenue generators in the history of Acer Arena. Not a single fighter had been announced on the card when tickets went on sale, not a single dollar was spent on advertising.
Already pay-per-view channel Main Event is favouring UFC over boxing. When Floyd Mayweather made his comeback against Juan Manuel Marquez on September 19, it was a UFC event that was shown live instead. Coverage of the boxing was pushed back a day. The Anthony Mundine-Danny Green super fight in 2006 remains the No 1 pay-per-view event in Australian TV history. Outside that, the UFC dominates.
...
"Boxing should be very worried and concerned at the growth and crowd appeal of UFC," Hyder told The Australian.
"Boxing can take a leaf out of UFC's book by putting on more exciting matches together.
"In UFC one fighter is told `You are fighting him', that's it.
"You have to remember UFC is a concept, whereas boxing in this country has to fall back on is on the back of a Danny Green, Vic Darchinyan or an Anthony Mundine. Once they get beat, people quickly drop off them."
I look to some of our Australian readers to provide their perspective on the position of UFC in Australia and whether this Australian writer is actually onto something. I generally dismiss articles that continue to spread the meme that MMA is a function solely of a thirst for violence while boxing is declining in popularity due to its inability to quench that unholy thirst. I admit I am unfamiliar with the prevailing attitudes on the ground Down Under, so anyone with valuable perspective is encourage to contribute.
The only aspect of this story that cannot be dismissed is that boxing doesn't have a particularly strong grip on Australian athletics, relative to other countries of similar size with citizenry who have modern standards of purchasing power. While MMA is very much an inchoate entity within Australia, the capacity for growth and development is extraordinarily high. Much higher than boxing's. And given that Thai boxing as well as more Western styles of kickboxing have an audience in Australia and New Zealand, we must also acknowledge we are dealing with a population likely more primed for MMA than citizenry in countries unaccustomed to combat athletics.
Either way, I'm curious to see what the post-fight press fallout in Australia will look like. Will the reporters ape American reporters who acknowledge the UFC's financial success while being condescending about the fanbase? Will they be converted by the experience? Or will they continue to put up a fight about the direction sports and society is taking in general? While every social adaptation is a function of the particular situation from whence it derives, the evolution of the press' view of MMA in Australia helps the rest of us to see if there's a pattern in how opinion leaders alter their views on the sport over time.
I eagerly await the response.
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1st Canada
now the Aussies, Dana and company have to be very pleased. Philippines next?
Philippines presents a few problems.
The largest of which is there’s just no money outside of the major metro areas. It’s a really poor place, so harvesting PPV revenue is impossible, but they’ve obviously got some broadcast deals worked out since every show is on cable for free.
The other major problem is the Filipino people aren’t really available at the moment, with all eyes on Manny Pacquiao’s ascent to boxing history. Dana knows this, I’d guess, and doesn’t want to be overshadowed by the greatest fighter on the planet.
I’m guessing he’ll bide his time, waiting for Manny to hang ‘em up or lose, then he’ll push harder for the region’s interest. There are a few local MMA shows working on introducing the finer points of the game to the public, like URCC (I think?) and while they’re obviously pretty bad local shows, the commentators do a fairly good job explaining the basics of MMA, compared to MT, kickboxing or classic boxing.
There is no such thing as innocence, only degrees of guilt.
you don't need to target outside of the major cities...
no one does… the major metro areas almost has the same population of Canada for Christs sake…haha. when celebrities, sports stars, bands or whoever comes here, people come in droves and it always gets sold out because it’s not always that those guys come here…
this first quarter of the year, bands like Saosin, the Killers, Paramore and others are coming, and they’re selling like pancakes. Why? because like other small countries, and to some extent, Australia, when people find out something/someone they like are coming, they will shell out cash immediately because it might be the only time they will ever see them…
Gilbert Arenas, who isn’t even the top NBA guy, summed it up best:
One more note on Manila, just so you guys can get a picture of what kind of people they are and how much they adore and love entertainers and the NBA. Think about this: If you’ve ever been to a Beyoncé concert, or anybody’s concert in the states really, if they sell out an arena it will be 20,000 fans. Last year in Beyoncé’s hometown, Houston, she pulled in 12,000 people to her show. D.C. was her biggest sell, she put 18,000 people in the seats. Meanwhile, she was in Manila for two days to do two concerts and she had 85,000 people, two nights straight.
Granted the seats will obviously be sold cheaper than Vegas seats, but you can guarantee that the people will come in droves if they announce that they’re having an event here…
Also, Manny fans aren’t lessening the interest in the UFC/MMA, in fact most of them are going to be the ones who are going to buy UFC tickets. As long as they don’t schedule it on the same day as manny’s fights, you can expect them to tune in, as people loveeee combat sports (the UFC in particular). Don’t think that just cause they love manny, that they love boxing too… Most people don’t know shit about boxing (except manny and his opponents), but they know the UFC. If you want to gauge their interest on MMA, just look at how many went to public workouts of Chuck and Vera, which were organized in less than two weeks.
the interest is there, i guarantee you that, but if it’s true that they need more US sponsorships to go here, then that’s out of our hands and we can just hope that those guys shell out cash to come here.
by Anton Tabuena on Dec 20, 2009 9:51 PM EST up reply actions
Yes, those major metropolitan areas may have the same population as Canada, but do they have our fashion sense?
Keep firing Assholes!
Fedor has accomplished nothing until he fights Kimbo.
Canadians wear shirt and jeans even when it’s snowing right? haha.
by Anton Tabuena on Dec 20, 2009 10:24 PM EST up reply actions
Can you see me right now?
Keep firing Assholes!
Fedor has accomplished nothing until he fights Kimbo.
im stalking you.
look under your bed.
by Anton Tabuena on Dec 21, 2009 12:00 AM EST up reply actions
I disagree about Manny not 'distracting' the Filipino fans.
There is basically zero interest from the non <25 crowd in MMA right now because they’re still so intent on boxing. Learning a new sport and system is difficult, and while the Filipinos are among the most hard-core combat sports fans in the world, it does take time to learn a new system, especially one as complex as MMA.
I’m not trying to suggest that MMA isn’t growing here. Far from it. What I’m saying is that the top combat sports story has been, and will continue to be, Manny Pacquiao. This is vastly different from the situation in basically every other country on the planet, where boxing has acquired (and largely earned) the label of ‘dying sport.’ Here, in the PI, boxing is central to the public consciousness because of Manny’s historic run.
There is no such thing as innocence, only degrees of guilt.
by misterjonez on Dec 20, 2009 10:09 PM EST up reply actions
So what if everyone loves Manny?
no one expects MMA to go over the interest of manny.. especially since Manny has got the entire country, while the MMA/UFC fans are mostly in the metro, and those who are generally more educated (and have cable). Their interest in MMA and Manny isn’t mutually exclusive..
and have you been to URCC shows? or to the Vera and Chuck workouts? lots of people over 25 there.. i’d say the demo would be the same from the people in the US, 18-34… naturally, those older than that aren’t as hooked to MMA as those in that bracket.
PS
people here aren’t boxing fans, they’re manny pacquiao fans… Huge difference.. There’s more MMA fans, than real boxing fans..
by Anton Tabuena on Dec 20, 2009 10:30 PM EST up reply actions
I understand your position.
Honestly I do, but you’re ignoring my point entirely. Let me try this again.
Dana has used the Boxing Is Dead theme in all of his sales pitches to new markets, and it has been received with a staggering amount of agreement wherever he’s gone, which makes the introduction of his product that much easier to a new fan-base. That line is clearly, unequivocally and INDISPUTABLY off the table when it comes to producing leverage for negotiations in the PI. You try telling anyone here that MMA is surging past boxing, and they’ll laugh in your face. And probably take personal offense, given the stature Pacquiao has here.
My point isn’t that MMA acceptance is impossible, or even difficult here. My point is, until Manny’s reign slows down or stops entirely, all of the major prospective supporters of MMA are going to be hitched to the Manny Wagon. That means (wait for it!) advertisers and sponsors. If it’s a choice, they’re not going to back the newer UFC when they have the option. And that means ALL of the top tier supporters are unavailable for the forseeable future.
This, coupled with the actual fan interest in Manny, makes it harder to penetrate a market, even one as receptive as the Philippines. And I agree that Manny is the focus here, not the sport of boxing. But most fans, casual or otherwise, can’t make that connection. They’re just thinking about the Manny/Mayweather fight in March.
I’m not trying to condescend, so if this comes off as that, I apologize. Is my point more accurately received now?
There is no such thing as innocence, only degrees of guilt.
by misterjonez on Dec 20, 2009 10:57 PM EST up reply actions
Dana has used the Boxing Is Dead theme in all of his sales pitches to new markets.
they weren’t using that here to begin with, so I don’t think your point stands… they were using the “whoa Filipino’s are great combat sports fans!” line when they went here.. I think the real problem is the willingness of US to take a risk at going to a third world country, rather than people being interested… because by all accounts, they were blown away with how much people loved the UFC..They thought they were tapping in on a new market, but they saw several thousands of people flock to an open work out.. not a show, just an open workout by Vera and Chuck..They know Filipinos love MMA, they’re just afraid of the thought of risking losing money on a third world country.
My point is, until Manny’s reign slows down or stops entirely, all of the major prospective supporters of MMA are going to be hitched to the Manny Wagon. That means (wait for it!) advertisers and sponsors. If it’s a choice, they’re not going to back the newer UFC when they have the option. And that means ALL of the top tier supporters are unavailable for the forseeable future.
I just don’t think that it really is mutually exclusive..And I don’t think I can convince you otherwise on that area so there… I just think that if manny fights, EVERYONE will watch, but if the UFC comes (on a different date of course) their target demo (and more) will still watch…it isn’t mutually exclusive and most of them will overlap anyway, cause it’s a given that everyone will watch manny… It’s a different event, it’s a different sport, and they aren’t using the boxing vs mma stance here anyway..
and It’s not like Manny is having fights here at the same time that they don’t have to choose only one sport to watch or to like. especially since Manny’s fights are 1. on a different date/month, and 2. Manny’s fights are free, and the UFC is a show people will buy tickets to watch.. 3. all UFC fans watch pacquiao anyway, why is it a choice?
The Sponsors here are only for the TV broadcasts of Manny fights, and those have different purposes which cater to different audiences… plus, I don’t think the sponsorship problems are here on the Philippine side, but in the US… if they see it the way you do, then maybe that’s a problem, but I don’t think it matters cause the willingness of international sponsors to pay up isn’t something we have much control of…
(sorry all my points here are kinda messy, I’m kinda busy too, but I hope you still get it)
by Anton Tabuena on Dec 20, 2009 11:58 PM EST up reply actions
This is the first mainstream article that actually has some research put into it. Sure it has some minor errors in it, but it is certainly better than some of the shit that the Sydney Morning Herald has put out.
Inchoate?
Lawyers Strike!
Keep firing Assholes!
Fedor has accomplished nothing until he fights Kimbo.
Boilerplate reporting
This is the same type of talk we heard during the US MMA boom a few years ago with people writing obituaries for boxing, the sport being dead and so on. I wouldn’t put too much stock into the aussies jumping onto the same trite reporting bandwagon.
I can’t think of too many blue chip australian boxers, but a number of fighters like Kostya Tzyu and more recently Vic Darchinyan have made it a south pacific hotbed by basing themselves out of there.
If the story was about aussie rules rugby seeing a fall in numbers, i’d probably pay more attention.
Don’t mean to be a dick but there is no such thing as “aussie rules rugby”. They are two different sports. Well, three really due to the difference between rugby union (real rugby) and rugby league.
by Jahmelianenko on Dec 20, 2009 11:28 PM EST up reply actions
This article still has the usual hyperbole like “bloodsport” and “brutal” but it’s an improvement on any of the media coverage we were getting before the UFC show was announced. The Daily Telegraph has been running a few positive articles in the last few weeks as well.
The point about UFC PPVs getting preference over boxing isn’t really accurate though. Sure, 103 was shown instead of Mayweather’s fight but from what I can tell it was because they’d already committed to airing 103 live before Mayweather rescheduled onto the same day. That’s the only example of UFC winning out though, in the past two years we’ve had UFC 80, 83, 91, 100 and 105 all delayed because of boxing fights (or a replay of an Andre Rieu concert, seriously).
Hyder’s right that any prominent boxing coverage here is Green and Mundine and not much else.
I second that. I’ve been frustrated at not being able to order ppvs due to boxing being shown on at least 3 or 4 occasions. That said, its certainly garnering some attention. Im down in Melbourne and Ive heard it being mentioned on the radio (SEN, a 24 hours sports station that is home to AFL football) and actually discussed with some balance by a couple who are equally at home discussing hockey or netball. The George Sotiropoulos win was the catalyst for the discussion.
So the UFC is getting the standard mainstream media bloodsport rubbish, legit discussion on sporting radio as well as some serious mentions in other less significant papers. The section below is from the Dec 17tth issue of the MX newspaper which is distributed en masse for free at major rail stations in melbourne. It basically asked readers whether they liked the idea of the UFC coming to Aus.
The response from the public in subsequent editions was pretty positive with all responses supporting the event. Whilst its not all sunshine and flowers for the UFC, things are looking positive. Why they chose Sydney over Melbourne though, the sporting capital of the world, I have no idea.
That’s easily the least inflammatory UFC related article I’ve seen in the Australian media.
I’m Australian and I think the writer’s point is valid. To my knowledge, there are relatively few hardcore boxing fans in this country while the number of MMA fns is growing. More importantly, the majority of the combat sport audience is the ever desirable drunken meathead demographic which seems to have made a clear shift towards “UFC”, if not MMA in general.
The UFC brand is by far and away more known than MMA. Having UFC Wired on FTA tv has helped expose it to a bigger audience even if they have no idea what they are watching.
Watching the last UFC at a pub at least half the room had no idea of what they were watching while the other half were fully versed in the technical aspects of the sport.
Those ‘meat heads’ seem to drift to whatever is cool at the time. All they know is UFC and Tapout is top shit. Ask them what they think about MMA and you’ll get a blank look :/
Following up on your post Jah, rather than replying to it.
"Like a ballet of violence clothed in fine Brazilian silk." ~ MMASuPreMaCy
...
The original article is a bit misleading. Yes the UFC did air live instead of Mayweather Marquez but if i remember correctly that’s because the boxing was re-scheduled a month earlier and the UFC had already booked the date on Main Event (ppv channel). The boxing usually gets priority.
The Green-Jones Jr fight was big news here, as are most of the huge boxing matches. I don’t know, there’s definitely more people paying attention to MMA now but i’m not sure it’s at the expense of boxing. Actually in my experience it’s the opposite: A year ago my friends had no interest at all in combat sports. After some gentle nudging from me a few of them started watching MMA. Fast forward a year and they’ll eat up any MMA/boxing ppv that comes their way. They like good fights.
my 2 cents.
Do we really judge societies by their newspaper writers opinions?
Fighting + Australia = Bona Fide Hit
It’s freaking Australia! They are going to love the sport, they love all tough guy, contact sports.
IMO:
Boxing was on the way out in australia when Fenech made his comeback and got nailed by nelson. the nail in the coffin was the kostya loss to Hatten (since then nobody in mainstream Australia) has truely followed boxing. they had the imports (Lovemore) before mundine and… well to say he isn’t popular is a nice way of putting it… Green, while people have always supported him – he never had a story. people just sort of drifted away because of the lack of fighter talent (NRL fighters… williams and Hopo).
It was interesting to me that even the boxing media admitted that the Green vs Jones jnr fight didn’t sell out… and correct me if i’m wrong it was the same venue. I haven’t read the full article but was that mentioned?
basically It’s not that Aussie boxing is on the canvas and MMA is taking their revenue. Boxing in Aust. was on the canvas years ago because of inept business plans, lack of foresight and some shady characters creeping into the industry.
Believe me… i know a lot of people that where planning on travelling for this event (from different states and from NZ). If Dana was smart – and i bet they are already kicking themselves – they would have done a bigger venue and/or announce another show towards the end of the year.
BTW: i’m not sure what the equivilant paper is in the US but… let’s just say the reporter tailored his article for his audience. nobody under the age of 40 – I know of reads it.
Now Im not an aussie and Im not going to profess to know more than others,since the only experience I have of the country is travelling around it for a year getting drunk, but it always seems that they are more ‘squeamish’ than your average industrialised nation.
There seems to be a lot of reports of games being censored (or even banned in some cases) for extreme gore, same with films. Now maybe thats not indicative of the prevailing attitude of the general populous but its a concern nonetheless, I would have thought , if a niche but potentially unpalatable sport is to gain a foothold there.
The gaming issue is because of one crusty old wanker who finds himself with the power of veto in that particular case.
In the case of combat sports, I think people have been fighting for MMA’s acceptance with govt agencies for as long as it’s been around. Australia embraces sport above pretty much all else so as long as it’s organised and managed well, I cant see any issues.
"Like a ballet of violence clothed in fine Brazilian silk." ~ MMASuPreMaCy
I think the Australian media has been fairly positive from what I have seen locally. I followed he German show pretty closely with the same interest as the writer of this particular article (as I have a few friends who can read German) and the Australian response seems more positive with less of the “cock fighting” rhetoric that occurred in Germany. Just my perception anyways.
The UFC has a real chance of taking over boxing in Australia as our favourite combat sport, if it hasn’t already done so. Boxing in Australia is, for lack of a better word, retarded. Every Anthony Mundine PPV is too expensive considering it features about 20 fights that are all mismatches featuring whoever Mundine can stroke his ego over and a list of ex-Rugby League players who want to brawl against Samoan butchers.
There’s no spectacle outside of Mundine insulting some group, and Darchynian and Green get very little exposure and I wouldn’t be surprised if very little of the population actually knew them.
The UFC – moreso than MMA – has slowly iinfiltrated and the excitement it brings is something that really just puts anything boxing has done since Mundine/Green to shame.
Not that I condone facism or any ism for that matter. Isms are in my opinion, not good. A person shouldn't believe in an ism, he should believe in himself.
I quote John Lennon, "I don't believe in Beatles, I just believe in me". Good point there, after all he was the walrus. I could be the walrus. Wouldn't change the fact I have to bum rides off of people.
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