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SBD/Issue 200/Sponsorships, Advertising & Marketing
UFC Seeking To Limit Branding On Fighters, Appearances In EA Game
Published July 7, 2009
|Companies Reportedly Required To Pay UFC
$100,000 To Feature Brands On Fighters
TIME TO PLAY THE GAME: Meanwhile, Gross reported the UFC's "attempt to make it difficult, if not impossible, for fighters to sign a licensing agreement" with EA Sports to appear in the company's upcoming MMA videogame was "causing a stir over the weekend." UFC President Dana White is "said to be adamant that aligning with EA is no different than declaring war on the UFC and its wildly successful THQ-produced UFC 2009 Undisputed." Former UFC heavyweight champion Randy Couture is "believed to be the only fighter currently under contract to Zuffa who will appear in the EA version," as he "managed to ink an exclusive deal during his 11-month courtroom fight with the UFC." Couture, who is expected to be on the cover of EA Sports' game when it is released next year, said that he "attempted to bring both sides together after falling back in favor with the UFC, but a compromise placing UFC fighters in the EA game never materialized" (SI.com, 7/6).