When sports have the global reach of MMA, there’s undeniably a strong interest in some of the gambling markets that underpin the most significant events of the year. Although interest might be strong during the more significant events, the truth is that MMA and sports gambling are experiencing exponential growth.
MMA continues to make up ground on boxing, and online sports gambling companies consistently generate more enormous profits annually. The intersection of these two goliath industries has directly impacted media deals and broadcasting rights over the last two decades. It continues to shape the approach led by UFC CEO Dana White, the face of mixed martial arts.
Current UFC & Bellator Broadcasting Landscape
Many things have helped to push UFC into primary contention with boxing and other popular sports. A longstanding and healthy working relationship with ESPN+ has allowed them a platform to bring in millions of fans, old and new. In addition, UFC has benefited from having regular working relationships within their broadcasting, too. Joe Rogan is a permanent fixture in the commentary box, and Las Vegas is the constant fixture where many of the biggest cards unfold.
As the most prominent MMA company, UFC has its headquarters in Nevada. Sin City is home to some of the world’s best entertainment, as well as UFC hosting some of their biggest nights there; globally recognizable names in entertainment will do multi-week residencies at some of the largest casinos and hotels on the strip. While Las Vegas still brings in vast numbers of people, many of whom will place a bet and attend some of the UFC cards, a recent change in gambling legislation means that many sportsbooks can advertise betting odds before or during the fight.
Although traditional land-based casinos have been able to adjust and adapt to the enormous changes to the industry that online casinos and sportsbooks have ushered in, Las Vegas benefits from the supplementary entertainment on offer in addition to casino gaming and sports gambling. However, on a broader scale, the introduction of sports and casino gambling into many states that previously outlawed it has allowed the UFC to prop up sponsorship deals with some of the biggest sports betting companies in the US. Online casino gaming has witnessed an increase in activity, too, during this period, as the same laws have benefited companies following a landmark ruling in 2018. All of this has resulted in sports gambling, casino companies, and sports broadcasting benefitting financially.
Why Broadcasting Is So Important
Many people believe that boxing experienced its golden age due to the accessibility of the sport. For example, the Rumble In The Jungle, arguably the most recognizable combat sports event ever, had a global audience that reached hundreds of millions. Some estimates put the number closer to a billion, considering that the fight was made available in cinemas. However, the point is that radio and TV broadcasters didn’t monetize individual events for financial gain. During The Four Kings period, many fights were on free-to-air television, and the same applied in the United Kingdom, when 10 million people watched Nigel Benn and Chris Eubank battle it out on terrestrial television.
The Damage Of PPV
Many combat sports journalists believe boxing then suffered due to the greed and egos of promoters. For instance, when HBO picked up boxing, you had to pay for the channel as a separate subscription. On top of this, the biggest fights would then be on PPV, so the cost of an individual fight soared, inevitably impacting the sport in the long run and going from free TV channels to $100+ per big event within a decade.
While it might be the sport that some UFC fighters turn to for a big payday, the model has also harmed boxing, which is why MMA continues to grow in stature. Although MMA does follow a similar paying model, the onus on pitting the best fighters against each other is often on the same card pails compared to the old-fashioned, dated approach that boxing has employed.
Future Broadcasting Models For UFC
The idea of paying $100+ for one boxing match has driven many casual fans away, and MMA is more than happy to appeal to these people, given that there is still a massive market for combat sport, hence the size of the broadcasting deal they signed with ESPN. By stacking the cards and giving people value for money, more customers are happy to pay for the PPV.
If more people are happy to pay and are impressed by the depth of the overall card, this will result in bigger audiences and, in turn, more significant money. With more eyes on the UFC, gambling companies need to highlight their odds for people to place their wagers. As gambling becomes more socially acceptable and legally regulated in a multitude of American states, the relationship between combat sports and gambling companies will continue to grow closer.