Is BET's "Iron Ring" Going to Capture the African-American Audience?

by Luke Thomas on Mar 18, 2008 11:30 AM EDT in MMA News

According to executives at Black Entertainment Television, "Iron Ring" is just the beginning in an effort to expand the channel's sports programming. To wit:

"At BET, we obviously have to get into sports programming," said BET entertainment president Reginald Hudlin. "Sports is such a big part of the African-American experience."

To that end, the network tonight is also launching a poker series. And Hudlin said BET is open to adding more sports shows as rights become available. "This is just the beginning," he said.

"The trick is what really makes sense, what's available, and what is cost-efficient," he said. "What do we think will connect with our audience?"

Without actually having seen the product, I have to confess this aim of the BET executives sounds praiseworthy. While the UFC does feature some top-tier African-American talent, the fact remains that the majority of the UFC's audience (and MMA hardcores) is young white males. Bob Arum may be a truly distasteful character, but he's not wrong when he says there are deep demographic divisions between the boxing and MMA audience. To whatever extent "Iron Ring" can change this, I am a fan.

But will MMA connect? I hesitate to talk about this issue because the myriad variables affecting outcomes are often difficult to assess. For instance, to what extent does wrestling - a sport that traditionally features far fewer African-Americans than basketball or football - affect how many African-Americans participate in the sport? And to what extent do pricey jiu-jitsu classes prevent inner city minorities from rising through the NAGA ranks? There really isn't any data on this, so it's speculation at best, but my money is on "a lot". White or black, grabbing a basketball and heading down to the local hoops court is pretty easy to do. Ditto with a football and an open field or park. Ultimately, I don't think it's enough to ask minorities to enjoy the sport from afar and expect that to draw them in. They actually need to have much more direct participation from the ground up.

I'm sure we're headed that way and "Iron Ring" is important insofar as exposure is concerned, but it's too simplistic to say mere exposure is what will attract minorities to the sport.

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Re: Is BET's "Iron Ring" Going to

I think the biggest community that MMA needs to be trying to capture is the Latino community. This is the community that drives up PPV buy rates for boxing. The biggest fight parties I've ever been to have always been a bunch of crazy, loud Mexican fans cheering on great Mexican fighters.

Of course without top stars of the race it is going to be hard to really get that crowd going. But if you look at buy rates of PPV's when there is a big Mexican star verses bigger stars of other races you'll see how powerful that crowd is.

by Brent Brookhouse on Mar 18, 2008 11:52 AM EDT reply actions

Re: Is BET's "Iron Ring" Going to

This is one reason why the WEC's desire to appeal to the hardcore fan is regrettable. They do a better job than anyone of appealing to the Hispanic audience and no one really knows about it.

by Luke Thomas on Mar 18, 2008 11:57 AM EDT up reply actions

Re: Is BET's "Iron Ring"...

To the issue of disadvantaged minorities choosing basketball or football over MMA for economic reasons, I am inclined to agree, but it seem to me that there are (or were) a number of boxing gyms that catered almost exclusively to this clientele. I am completely ignorant as to their pricing structures, but (and here's where I show my ignorance to boxing history) Mike Tyson, among others, would never have been without such gyms.

And there may not be (m)any MMA or BJJ gyms operating along the lines of an inner-city boxing gym, but might it just be a matter of time before there are? I suppose it depends on the proliferation of MMA in the African-American community. This, of course, brings us back to the ability of Iron Ring to resonate with it's audience.

by Brett Jones on Mar 18, 2008 12:57 PM EDT reply actions

Re: Is BET's "Iron Ring"...

Good question. My understanding is that boxing programs are traditionally still cheaper than your average BJJ school. I pay 150 a month just for BJJ and wrestling (unlimited) and the alternative is 120 a month for 3 classes a week. Throw in striking and we're talking 200. I know of schools in the area with MMA classes that are 300 a month.

On top of that, it's more of a catering issue. Boxing gyms have traditionally recruited kids from inner cities and offered some sort of compensated training. I don't have any hard data on this, but the relationship post WWII between inner city African-Americans and boxing is deeply intertwined.

by Luke Thomas on Mar 18, 2008 1:49 PM EDT up reply actions

Re: Is BET's "Iron Ring"...

And there is probably no chance of government subsidization for after school programs along these lines with the economics of the day. I believe such programs exist for traditional martial arts (though they may not receive government support), as my wife, who teaches at a school with a 100% minority population, has several students who go to after school karate every day; a bus picks them up and every (and there are no other buses for the other students).

by Brett Jones on Mar 18, 2008 5:28 PM EDT up reply actions

Soccer

The fact that most countries in the world love soccer is evidence that you're right, Luke. I live in Italy (wife is in the U.S. Navy stationed here in Naples) and the people here are very poor. Unemployment is through the roof and the Camorra (mafia) has the city by the balls. In this city, and in poorer cities and countries throughout the rest of the world, soccer is their game. It's easy enough to see why - you can play soccer in the middle of a city with a few friends and a ball. They don't play football so much here because the conditions just aren't as easy. No big fields, no expensive safety equipment, and the schools couldn't afford it.

By the way, Luke - this is my first post here but I've been reading the blog daily for months. thanks for the work you guys do.

by Jiiri on Mar 18, 2008 6:48 PM EDT reply actions

Re: Soccer

glad to have you for a reader!

by Kid Nate on Mar 18, 2008 9:26 PM EDT up reply actions

Re: Is BET's "Iron Ring"

"Sports is such a big part of the African-American experience."

So funny, that statement in and of itself is flatly racist, but no one calls them on it.

Race is plainly put, stupid. It means absolutely nothing, ever. You see what you want to see, try judging all men based on their character.

"Sports is such a big part of the African-American ( or every American male walking's ) experience."

by MoreThanUFC on Mar 18, 2008 7:17 PM EDT reply actions

Re: Is BET's "Iron Ring"

Completely unrelated story:

I was in Buffalo a few weeks ago for work and the day that the newspapers printed reports of Brett Favre's retirement I was in a hotel elevator with a woman and a man. The woman says "Man, my dad is going to be heartbroken, he lives in Green Bay and lives and dies with the Packers."

The guy then says "all I've been hearing all day is about this Favre guy. Was he good or something? I've never actually heard of him."

Dude was totally serious...not just bullshitting. And the woman and I were just looking at him, mouths open trying to figure out how (even if not a football fan) you could live in America and not have at least HEARD the name Brett Favre.

Sorry for taking this a different direction but the whole "Sports is such a big part of the African-American ( or every American male walking's ) experience" thing made me think of that.

by Brent Brookhouse on Mar 18, 2008 10:47 PM EDT up reply actions