SBD/August 28, 2013/Marketing and Sponsorship

Bellator Inks Victory Motorcycles Deal For "Victory Lane" Around Fighter Walkouts

Rampage Jackson (l) appeared at the Sturgis Motorcyle Rally to promote Victory
Bellator has signed a sponsorship deal with Victory Motorcycles that will see its Victory Lane concept launch around the MMA promotion’s Sept. 7 season-opening broadcast on Spike. The branding concept centers on the fighter walkout area during events. Bellator Chair & CEO Bjorn Rebney and VP/Sales George Pappas earlier in the summer pitched the idea to Polaris CEO Scott Wine and VP/Motorcycles Steve Menneto, whose company owns Victory Motorcycles. Rebney said, “As the fighters come down that walkway to the cage for a live event on Spike, it’s now going to be branded Victory. Everything you see on the ground will be branded Victory, the bike racks that separate fans from the actual fighters will have the new Victory motorcycles on display.” Rebney said additional activation includes announcer mentions of Victory Lane during fighter walkouts, product displays, Victory reps talking to fans onsite, commercials running in-house, a series of custom Victory and Bellator test drives, and the chance for fans to win giveaways at dealerships nationwide. Bellator fighter Quinton "Rampage" Jackson and ring girl Mercedes Terrell appeared at the Sturgis Motorcycle Rally in South Dakota earlier this month to promote the Victory sponsorship. The deal will run at least through the fall season beginning with a three-hour special from Mohegan Sun Arena in Uncasville, Conn., on Sept. 7, with two-hour episodes airing on Friday nights thereafter. Financial details of the deal were not disclosed.

BELLATOR ON PPV: Rebney noted Spike will likely air four preliminary fights prior to Bellator's debut PPV event on Nov. 2, which will feature Jackson against Tito Ortiz in the main event. Rebney said of potential further PPV events for the company, "We don’t have any specific plan right now, but I think what happens on Nov. 2 in Long Beach is going to be a really good indicator of how quickly we get back into that arena of the game." For more excerpts from THE DAILY’s interview with Rebney discussing the PPV event and Bellator’s “Fight Master” reality show, see our On The Ground blog.
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