EV444

 When it comes to Marketing strategies, within the first ''UFC Marketing'' blog post, in the beginning you can see the extended Marketing Mix by Booms and Bitner. It contains one of the most valuable aspects: Promotion. Considering that, there is another marketing mix, but it is known as the Marketing Communication Mix or the Promotional Mix. It breaks down all the important characteristics that have been analysed so far in this blog. The graph will be uploaded at the very end of this blog, so you can all understand how the communication mix is broken down and which aspects delivers what.                                                                                                     Rossiter, J.R.; Percy, L. (1987) ...

 Even though the fight between Khabib and Al Laquinta has passed, my research and analysis for the UFC industry is continuous. While I was re-reading my posts, I realised that I made a comment in regards of how fast the UFC industry is progressing. It was written that UFC is the fastest growing sport industry in the world. After quite a thorough research, I came to the realisation that in fact, it is not.  According to an article ''Mainstream Expansion and Strategic Analysis'', written by Ram Kandasamy, Victor Li and  David Ye, it is stated that within the USA, UFC is '' The largest and most profitable organisation. It accounts for ninety percent of the industry revenue and generates $250 million annually''.    You can read more about the analysis and development of the industry here:  UFC Market research  .                                        ...

 If you have been following my blog, by now you know that the second event I chose is ''Afrika Burn''. The background of the event and the marketing strategies that have been used can be found in the previous posts.  In this post, I will be looking more into the news updates on the event. As you may know, the marketing team refuses to use ''commercial'' techniques, in order t preserve the authenticity of the event, but they still promote their events on social media and keep their fans (target audience) interested.  Recently, i stumbled upon a few news articles, depicting the event and its uniqueness. Here is what I found and understood:  According to a website  HUFF POST  , a writer by the name of Tatum- Lee Low describes what people need most for the event. Some people refer to it as a ''started pack''. This term and these advises are very important, especially for those who are attending the event for the very first time. The artic...

As you were probably able to see, the UFC 223 title match was a chaos. Of course, as mentioned in the previous posts, changes due to injuries or health issues can occur, but considering it was last moment, I was surprised how Dana White (refer to 1st post for bio) was able to arrange everything and despite the negative comments, which you can see in my previous posts, he was able to find a fighter for Khabib Nurmagomedov. Khabib vs Al LAquinta, MMA Fury Website (2018)  The fighter was Al Laquinta, an American MMA fighter, who has been a professional fighter since 2009 (according the Official UFC website).  The outcome of the fight was as expected: Khabib Nurmagomedov won the title and the belt of course. So thankfully, now I can in a way make a closure on this event that focus a bit more on ''Afrika Burn'' and make the comparison that has been eagerly awaited.  Dana White kept everybody posted, as well as many official UFC journalists and UFC supporters. There wer...

 I know that this blog is supposed to be a comparison between 2 events of different industries. But there have been so many changes with the UFC fight that some people can' even handle it, like myself. There is a new update, made by the official UFC reporter/journalist. Here is the backstory: •Fighters are given a specific amount of time to make or cut weight for a fight. For example for a featherweight category the max weight is 155lb. So if a fighter can' reach the weight, He won' be allowed to play. •Pettis won't have enough time to reach the weight.  According to a lot of UFC supporters all over social media, this fight will no longer be a title fight. But the final decision will be made by Dana White.  Here is what the UFC reporter had to say on the topic: Ariel Balwani statement, Twitter (2018)

Wow... the fight of Nurmagomedov is becoming more and more stressful. According to Dana White himself, Max Holloway will not be fighting because he is "medically unfit". Here are the reasons why he has been pulled out of the fight: •He had an ankle surgery and hasn't been properly training during his recovery. •He has travelled back and forward from Hawaii to Brooklin (6h time difference) which causes major jet lag.  • He won't be able to make weight. That means that because he hasn' had proper training rcently, he won' be able to reach the required weight limit in time.  Now, because of that, another fighter is introduced.   Facebook Post of Nurmagomedov's fan page (2018)  As you can see in the picture above though, it is said that Pettis is out of the match. Apperantly Pettis wanted 1 million $ for the fight which is a normal price for a title fight,but an UNOFFICIAL statement is made that UFC doesn't want to pay Pettis that a...

 At first I thought it was an April fools joke, but unfortunately it is absolutely true. Tony Ferguson will no longer be fighting Khabib Nurmagomedov due to a knee injury. Now, these things happen quite often in the UFC industry. Fighter injure themselves during training, during other fights, sometimes over silly mistakes, but it happens. Forbes article title screenshot (2018) How does Dana White proceed in such cases?  If you have been following me from the beginning, you know that Dana White is the president of UFC and the marketing master of all fights. What he does is,he simply finds another fighter in the same weight catrgory, a fighter who is competent enough to go against Khabib. Who will Khabib Nurmagomedov fight instead?  He will be facing Max Holloway, 26 year old guy who's born in Hawaii and has had 19 fights in total in the UFC and 3 loses but holds the title for Featherweight champion. Max Holloway, Google Images (2018) How will the change...