Royal Rumble: Buffers Turn Phrase Into Marketing Gold

Buffer Making Millions Off Of “Let’s Get Ready To Rumble” Phrase

Buffer Enterprises CEO Bruce Buffer, the brother of boxing announcer Michael Buffer, said that retail sales for licensees of the trademarked phrase, “Let’s get ready to rumble,” have exceeded $400M, according to Ray Richmond of the HOLLYWOOD REPORTER. Companies making products like talking mugs, key chains, T-shirts, mobile ringtones and “most profitably” videogames have obtained licenses for the phrase. The first two “Ready 2 Rumble Boxing” titles have earned over $200M in wholesale revenues, with the third due this winter. Michael Buffer is paid $15,000-30,000 per event to utter the phrase at various events and has also lent the words to NASCAR, the NBA, NFL, NHL and MLB. He has also voiced animated characters for Fox’ “The Simpsons” and Comedy Central’s “South Park.” Bruce Buffer said, “Our goal is to reach $1[B] in combined retail sales for our licensees.” HBO Sports Senior VP/Marketing & Operations Mark Taffet said the brothers “make an incredible team. Michael’s the product. ... But, Bruce has brilliantly marketed him.” G2 Entertainment Owner Glenn Gulino, who works with the Buffers, said, “They’ve created a very powerful, distinctive brand” (HOLLYWOOD REPORTER, 5/3).