Tag Archives: Ultimate Fighting Championship

Technology/Sports Equation

Social Media Fuels MMA

Strikeforce MMA was the second leading player in the mixed martial arts industry in early 2009 when I was retained by the co-owners, Silicon Valley Sports & Entertainment (now Sharks Sports & Entertainment) and founder Scott Coker (pictured below), to take on an interim Chief Marketing Officer role and sit on the Executive Committee that met weekly defining the direction and growth strategy of the company. Given my general, marketing and sales management experience at senior levels in industry and the sports world, this is a role that I am suited for, having also effectively served in this manner for a number of early stage technology companies at the behest of investors, VCs and/or CEOs.

Mixed martial arts is the first event-driven sport built through internet-housed media/commentary and free cable reality programming.  It is clear that Strikeforce’s dominant competitor, Ultimate Fighting Championship, knows and leverages these success elements very well, using them to fuel demand for its lucrative pay-per-view business.  UFC was an aggressive, pervasive and no-holds-barred influence in the blogosphere and all forms of social media, shaping commentator and fan opinion about the industry, the competing promoter companies and their stables of talented fighters. Their CEO, Dana White, a magnet for media attention, is one of the world’s most prominently followed Twitter practitioners.

While Strikeforce’s Scott Coker was building an enviable stable of respected and captivating men and women fighters, some of whom could stand up well to their more highly publicized UFC counterparts, Strikeforce marketing was also stoking the constructive coals of  competition on the web. I recruited a young web and MMA savvy web site designer that led to investing in a video rich and interactive web site upgrade and directed a national search for a social media-conscious PR firm that led to retaining the political PR powerhouse firm headed by Joe Trippi, whose staff taught us the ways of the social media battlefield.

Eventually, in March 2011, UFC acquired Strikeforce in a transaction that financially served all ownership parties well. Many factors made Strikeforce appealing to UFC, including the fact the price would be a good bit higher a year later. But the value of Strikeforce, in addition to providing UFC with a ready-made source of talent for its increasingly global event appetite, can be attributed to the increasingly strong and positive voice Strikeforce established among commentators and fans in social media and the blogosphere.

 

 

Branding, Building2Sell, Marketing

Building Asset Value that Attracts Investment

Growth potential, disruptive technology and profit economics top the list of factors influencing an emerging company’s value.

But without perceived brand value embodied in its image/reputation/marketplace validation, customer excitement/buying traction, a multi-layered “story” that piques imagination and a prominent scent of innovation and leadership, investors will never even get to the due diligence process, let alone ask for the financial statements.

We have exerted an important impact on building high order company value that was embraced by investors, subsequently measurably enhancing the purchase price of four companies and their assets.

  • In the mid-80s, it was Arena Football, helping client inventor/founder Jim Foster refine the game’s attributes and validate or repudiate his early assumptions about how the game should be played and what would appeal to fans. The end product was a compelling case for how Arena Football could succeed and should be marketed, to whom, the plan for which helped Foster find the owner/investors and a TV network to buy into his ambitious dream. Continue reading Building Asset Value that Attracts Investment →
Branding, Market Penetration

Tapping Trade Show Energy

Our client, Strikeforce MMA,  was the second most prominent mixed martial arts event promoter in the world until it was acquired in March 2011 by Ultimate Fighting Championship(UFC). My colleague, Bob Brand, and I had a seat on the Executive Committee that ran the company. I was the interim Chief Marketing Officer.

In Columbus, Ohio at the Arnold Sports Festival leading into Strikeforce’s Showtime-telecast event at the Nationwide Arena we made an assertive statement in a 1600 sf trade show space to reach the more than 150,000 Expo attenders whose concern for fitness and embrace of combat sports made them attractive ticket sales and TV-viewing prospects.

Dramatically designed with authentic fighting cage walls, the booth was enriched with Electronic Arts video game (“MMA”) consuls, densely programmed with autographing headline fighters, photo ops, web site- destined streaming video and experts teaching the rudiments of MMA,  as well as an opportunity to send “Messages from Home” to our troops in Afghanistan (4 of the 12 placards with 1500 messages above). Also see “Afghan Initiative”.

Our extensive trade show planning and implementation experience, coupled with the Strikeforce staff dedication, made this a memorable event.

Arnold Schwarzenegger was clearly engaged, walking through the booth as opposed to by it (ours was one of 700+), posing with our fighters, models and armed service personnel and taking an interview on-camera with Showtime.