Will More Televised Bouts Lead To Overexposure For MMA?

Will White's Belief That Overexposure Is Not Possibile For MMA Be Proven Wrong?

With more live UFC cards taking place and the addition of PPV events from organizations like Strikeforce and WEC, there is a question of "how much mixed martial arts can be supplied before the demand is oversaturated," according to Dave Meltzer of YAHOO SPORTS. UFC has "expanded its number of events every year in recent years, and as a business, the sport is currently riding its highest wave of popularity." UFC President Dana White and Chair & CEO Lorenzo Fertitta several years ago "stated they didn't believe overexposure was a possibility," and Meltzer noted thus far, they "haven't been proven wrong." UFC set records last year for PPV sales, and is on pace this year to "break last year's marks by a wide margin." However, White has "talked about a schedule that could have UFC doing shows three weekends a month next year, particularly as they talk about more overseas expansion." Meanwhile, WEC VP/Operations & Production Peter Dropick last week talked about a schedule in '10 of "10 events on Versus and possibly a couple of pay-per-views as well." That means there "could be a live event on television or pay-per-view virtually every weekend in 2010," and overexposure on TV "is a real thing." But Meltzer wrote even with "more shows than ever before, there isn't any major evidence of a problem developing." MMA's "attractiveness" to TV execs is that it brings "value to certain advertisers," in that its audience is comprised of "large audiences of men between the ages of 25-40" (SPORTS.YAHOO.com, 8/31).

LOCAL PERSPECTIVE: In London, Gareth Davies reported ESPN's U.K. channel will "regionalise UFC events in the future, by showing British fighters who may be in preliminary bouts on UFC events taking place elsewhere." The UFC's and ESPN's plan is "designed to cater for UK fans of the sport, and developing British fighters within the UFC," and is also a "sign that ESPN are looking to put roots in for a long-term future with the sport" (TELEGRAPH.co.uk, 8/31).