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Promoting Cristiane "Cyborg" Santos

Cyborg_medium Jake Rossen believes its eminently doable:

It’s an ugly fact of beauty: Carano is pretty, and pretty people often land on their feet.

She’ll be fine. And so will Strikeforce, which finds itself in the curiously attractive position of having one genuine superstar in Carano and one genuine boogeylady in Santos. The depreciation of Carano’s reputation is outmatched by the new appeal of Santos, who may not instill quite the same adolescent appreciation -- boys rarely fantasize of women with necks like tree trunks -- but is staking a reputation as a female terminator. It’s an easy sell: Santos smash.

(Their rematch will be big business -- maybe CBS business. Carano can smile and say that the 10-month layoff affected her, and that this time will be different. And maybe it would be.)

Josh Gross homes in on the "easy sell" Rossen alludes to:

In Strikeforce, Cyborg has a willing promotional partner. And since the UFC declines to promote women based on the declaration that there's not enough depth among female competitors to round out divisions, Coker's group has an opportunity to corner the market on one, albeit niche, area of the sport. Whether fans care enough in the long run is a worthwhile question. To that end, a concerted effort is under way to bolster Strikeforce's female ranks. And highlighting Cyborg's tremendous physicality will be key.

"When I think of Cristiane Cyborg I think of an athlete where you could see her in Shape Magazine," he said. "I could see her in Muscle and Fitness. There's a whole different promotional angle you can take with her. You could say she's one of the fittest women in the world. She's an amazing athlete, and that's how we're going to try and promote her. She's obviously the best female fighter in MMA."

A lot of promotions want to run a Gina-lite campaign. That is, get ahold of the first pretty girl you can find who can throw a decent punch and push her in front of the cameras. But Carano's popularity is driven in part by the early adopter phenomenon, so while the Erin Toughill's and Michelle Waterson's of the world can use their sex appeal, it will be difficult for them to ever achieve the unique prominence Carano enjoys.

And the idea that Cyborg is marketable in a different way is very true. The angle of pushing Cyborg as an indestructible robot works. The truth is a violent, gritty sport like MMA lends itself to the assembly of identity through caricatures, particularly of the "Spartan athlete meets cold-blooded killer" variety. Whether that can launch Cyborg into any level of mainstream stardom is an open question as is the idea that this identity works as well for female fighters as it does males. That said, if you can't have the girl next door as your face and spokesperson it certainly doesn't hurt to have the girl from the other side of town.

Strikeforce Carano vs Cyborg Coverage 

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I think it is pretty easy to do as well.

Promote Fedor, then attach her to him, promoting wise. You are showing him as this almost mysterious, stoic,unbeatable type of fighting machine. Promote her the same way.

“Strikeforce, home of the most dominating male and female fighters in the sport!”

Not saying that it is or isn’t true, just a great way to market them, imo.

www.knees2thehead.com
Check it out!!

by BJJDenver on Aug 17, 2009 11:09 AM EDT reply actions   0 recs

Exactly. It will be easy for them to promote the “Most Dominating Male and Female in MMA”.

by MMASuPreMaCy on Aug 17, 2009 1:38 PM EDT up reply actions   0 recs

Why will that be easy?

It hasn’t been easy for anyone to promote Fedor before? What makes this different?

Promoting Cyborg is doable, but to say it’s easy is silly.

by Phildo on Aug 17, 2009 1:43 PM EDT up reply actions   0 recs

I said easy to do, not easy to be successful doing it.
=)

by MMASuPreMaCy on Aug 17, 2009 3:10 PM EDT up reply actions   0 recs

I always assumed that something wasn’t easy if you couldn’t do it successfully, i guess I’m silly.

by Phildo on Aug 17, 2009 4:01 PM EDT up reply actions   0 recs

It's all speculatoin at this point...

Let’s just revisit this topic in 24 months and see where it really stands…

Because everyone has an opinion on where womens MMA is going to eventually land.. Whether good or bad, for better or for worse..

Personally, I think there is room for womens MMA like there is room for other womens sports.. However, I’m more of a realist myself & I dont think this will be a bright topic for discussion within the next 6-9 months.. It will fizzle down to reality and take it’s place on the back burner like all womens sports eventually do.. They’ll no doubt have a one off thing here and there to spark a little interest every now and then.. But it will never be as hot as it was on Saturday night.. Regardless if Gina won or not.. It was a novelty for Mainstream America.. Much like the Kimbo ordeal.. Of course people wont forget who these women were and how they came to be.. They just wont care as much now that the big one off event is over and done with IMO..

by MMAuthority on Aug 17, 2009 11:12 AM EDT reply actions   2 recs

/\ This.

A wise man told me don't argue with fools
Cause people from a distance can't tell who is who

by thetakeover on Aug 17, 2009 11:54 AM EDT up reply actions   0 recs

First, take her seriously...

Strikeforce could have gone with a beauty and the beast disparity in the run up to the fight with Carano, but they just focused on the beauty. That probably got a lot of eyeballs, but now they’ve got a champ no one’s heard of (casual Carano fans, anyhow). Strikeforce had better focus on her athleticism and intensity, but it’s their own fault if they’re starting from scratch. If/when the rematch comes along, they can do the beauty/beast thing then. The lop-sided coverage/hype for Carano made it hard to feel objective about supporting her. Seeing Gina turning away and seeming to say “don’t hit me, don’t hit me” with her body language throughout the five minute round really makes the promotion look bad. How they wanna promote athleticism?

by Jaydoggydog on Aug 17, 2009 11:14 AM EDT reply actions   0 recs

It’s the muscles along with the face. The face itself isn’t bad. But the muscles make it looks worse.

by AlwaysRelaxing on Aug 17, 2009 2:40 PM EDT up reply actions   0 recs

Thank you! I cannot believe the amount of drivel I’ve read about Cyborg’s looks in the past two weeks. She is eminently promotable. On the physical beauty front, she’s got gorgeous eyes, a wonderful smile and great cheekbones. Following her victory, as someone mentioned on another post (that I can’t find at the moment) she glowed, and it was a pleasure to watch her. She also came across as sincere and humble in interviews.
 
“Beautiful”, as any professional makeup artist can attest, is a matter of artifice. If the Strikeforce marketing department is so worried about Cyborg’s looks, they should pick up the phone and call their local MAC makeup artist. MAC has always featured unconventional (meaning not white/blond/scrawny) beauties in their ads, and any of their artists should be able to come up with a stunning look for her. (I have no affiliation with MAC; it’s just that I was thinking that, in a perfect world, an athlete like Cyborg would be an amazing fit to promote their Style Warrior collection.)

And as for the muscles, a female athlete ought to have visible muscle and not look like a ramen noodle. There are quite enough skeletal role models out there for young women. Cyborg’s look and her intensity are refreshing and a very welcome change.

Mich
http://maspikteruzim.wordpress.com

by Michal on Aug 17, 2009 10:24 PM EDT up reply actions   0 recs

I guess Coker also voted for Cyborg in the Best Female MMA fighter sherdog poll :)

http://www.mmarocks.pl
https://twitter.com/mmarocks_pl

by Venom77 on Aug 17, 2009 11:29 AM EDT reply actions   0 recs

It’s impossible to know if “StrikeForce will be OK” without knowing what their goals are, what their bottom line is and what types of numbers they need to do to make it work.

by Jahbulon on Aug 17, 2009 11:31 AM EDT reply actions   0 recs

I think people are confusing SF with EliteXC. Sure, it probably hurts some that Gina got smashed, but they have hardly bet their company’s success wholly on her.

www.knees2thehead.com
Check it out!!

by BJJDenver on Aug 17, 2009 11:42 AM EDT up reply actions   0 recs

She is promotable, but she cannot be promoted in the same way that Gina was for a variety of reasons. Language is one, and her looks is another (unfortunately).

Gina wasn’t just promoted as a fighter, she was, “the face of women’s mma.” The stupidity of calling her that before her fights (no matter how true it is/was, is another rant for another time). Lots of Gina’s promotion/popularity came from American Gladiators, posing in Maxim and stuff like that. Cyborg can’t do that, so they’ll have to promote Cyborg like the rest of the champions they have.

by Phildo on Aug 17, 2009 11:41 AM EDT reply actions   0 recs

Exactly...

I think most people have lost site of those very important variables in all this..

by MMAuthority on Aug 17, 2009 11:45 AM EDT up reply actions   0 recs

Aside from promoting Cyborg, it’s imperative Strikeforce develop interesting challengers for her.

Let’s face it, much of the hype from this fight came from the fact that Cyborg and Carano are such polar opposites. Cyborg fits the bill as a vicious fighter nicely. She’ll draw much better if she is fighting some kind of foil. People love the good vs. bad angle.

by Andy R on Aug 17, 2009 11:55 AM EDT reply actions   0 recs

Here's another great way to analyse this..

This thread among the many others since Saturday have barely broken a hundred post’s in each thread.. Yet all retains to womens MMA…

Now change the thread title and add Couture, Fedor, Silva etc.. name to the title and it gets 200 plus respectively on each thread…

We’re the minority here and the ones that are truly showing any interest at all in what happened on Saturday.. The big sites and news outlets (if they did any press at all about it) have since pulled it off the site and moved on to other topics.. This is your barometer for how much interest womens MMA is going to get from the mainstream audience..

The main thing about other womens sports is they are all “FREE” to watch.. SF has essentially said they have a plan in motion to convert to PPV which changes the entire outlook on what’s worthy of the consumers dollar in this economic crisis… Womens MMA wont be as effected as other womens sports because unlike all other womens sports, womens MMA wont be segregated on it’s own.. It will be funneled in with mens MMA and sprinkled on a card every now and then..

All other womens sports have essentially broken off on their own, although the revenue streams come through the mens counterparts first and foremost..

Bottom line is it isnt going anywhere, but it isn’t going to be what it is at this point right now in the coming weeks.. The fight game is here today & gone tomorrow style of business. Just like movie stars & musicians .. It’s all about what have you done for me lately.. The novelty will now wear off and everyone (meaning the majority) will now go about their daily business and womens MMA will fall into it’s place, where ever that place may be…

by MMAuthority on Aug 17, 2009 12:32 PM EDT reply actions   1 recs

Thread of discussion? I have been running into naming issues lately talking about stuff on here =X

A man should never waste an opportunity to keep his mouth shut.

by iiowyn on Aug 17, 2009 1:14 PM EDT up reply actions   0 recs

Relatively a newbie to MMA...

I think, again I am really new to following MMA and this was actually the first time I saw Strikeforce, I think for the over all health of women in the sport resides on the ability to consistantly bring in new women challengers. Of course they should promote the hell out of Cyborg (and I agree with a previous commentor that she isn’t nearly as manish as people make her out to be). I just worry that they will turn her into a one woman show and the division would just become a joke. Again, I may be talking out of my ass here since I really have no clue as to how strong the competition is within Strikeforce. I thought that title fight was really one sided.

I got a question and I don’t me to completely derail the thread here, but what exactly are the particulars to Fedor’s contract? Specifically, does it mean that any show he is on, M-1 gets half of the money? I may be showing my complete lack of knowledge here but to me, a lot of the oversea stuff seems somewhat shady. I am not trying to sound like a UFC shill here but the contract he signs looks like it really…REALLY favors his handlers.

"The ball always seems to find Ed Reed...The man is a menace
"

by UMBC Oriole fan on Aug 17, 2009 1:16 PM EDT reply actions   0 recs

I personally think Cyborg will be very hard to promote.

I don’t think female MMA can be remotely popular without a cute face as the champion.

by AlwaysRelaxing on Aug 17, 2009 1:31 PM EDT reply actions   0 recs

of course - I think otherwise. It's going to be hard

I know everyone is trying to avoid this subject, as it’s uncomfortable, and everyone who’ll try to voice it will be acused of misogyny:)) But the ease of promoting Gina Carano was in huge part coming from the fact that she was very attractive. Cyborg’s attributes and looks (I leave face alone) from the neck and down are like a man’s. She moves like a man, she fights as a man and her body looks like a man’s body. If you look around the internet you’ll see hundreds of videos of Gina weight-ins with thousands of comments, mostly about how hot she is. She is very popular, because she can fight, she’s very attractive, and has very cool personality. I don’t think women’s mma is only about fighting! Hell – man’s sports are not only about fighting. Good looking guys are being watched by girls – and it’s not a secret. St- Pierre, Couture etc are popular because they can fight, are inteligent and eloquent, and have the looks. It’s important for girls and guys – every boy want’s to be like St-Pierre, and every girl want’s to be his girlfriend (I know – it’s an exaggeration) or at least watch him fight in his tight slips:) This is just the nature of things. You need to have a complete package, and I believe Gina has and Cyborg doesn’t.

by UniversalSoul on Aug 17, 2009 5:57 PM EDT reply actions   0 recs

I agree with much of what you’re saying here. However, one of the cool things about MMA, as compared to boxing, is that while one transcendent star helps, it isn’t wholly necessary. There are enough fights on cards that you can market to multiple niches at the same time. So you could have a GSP who appeals to one type of fan, as well as a Brock Lesnar who appeals to another, plus an Akiyama who appeals to still another, and a Jon Jones who appeals to yet another, all on the same card.

For Strikeforce, Cyborg can be marketed as the “baddest woman alive,” and be viewed as an imposing figure that any fight fan can be awed by, while Gina Carano can be viewed as an ambassador for the sport, and a role model to women, even without the title. As other women are introduced to the American MMA fanbase, maybe they’ll be marketable in totally different ways. If Laila Ali ever wanted to do MMA, her name, plus her boxing pedigree, would attract more attention from different audiences (people always dig the boxing vs. MMA rivalry), and Kyra Gracie is part of MMA’s First Family. Plus, we may yet see Olympian Judoka, wrestlers, and boxers making the transition. “Ultimate Women’s Combat” might catch on, and be the female equivalent to TUF, spawning fighters who are also reality stars.

As long as Strikeforce doesn’t put all of their promotional eggs in one basket, there’s hope, and there are possibilities, for women’s MMA in this country to continue to grow.

by madiq on Aug 17, 2009 9:22 PM EDT up reply actions   0 recs

I have a gut feeling that promoting woman as a “baddest woman alive” alone might not make the trick…. I don’t know much about Cris, but if she shows nice personality, and the “you can achieve whatever you dream of” thing will com into play – than she might be the 1-st lady of mma – I have no doubt. This might be biased, because this probably is what I’d like to see…. but it wouldn’t do her any good to be Brock Lesnar of woman’s mma. Although it’s highly possible that people want to see “baddest woman on the planet” smashing other girls:) But this is still women – and what Brock can get away with I don’t know if a woman can. Then it wouldn’t do any good to women’s mma – in my honest opinion – to create a monster. If she’ll show a soft side, she’ll send a message “you can be mma figher and still a woman”. This is what Carano done in some way. Of course she’s not Gina – she’s different, but it doesn’t mean that she can’t show some womanly warmth. Anyway – it’s not my field of expertise – I don’t watch woman’s mma. So all the luck to Santos – I’m sure she’ll be fine

by UniversalSoul on Aug 18, 2009 5:45 AM EDT up reply actions   0 recs

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