The UFC and majority owner WME-IMG on Thursday said that 23 celebrities are "investing in the rapidly expanding sports league," according to Erich Schwartzel of the WALL STREET JOURNAL. Terms of the investments by the celebs -- which include Ben Affleck, Adam Levine, Jimmy Kimmel and Tyler Perry -- were not disclosed, but a "majority of the new investors are represented by WME-IMG." The celebrity investors can "provide promotional muscle" for the UFC and marks the "most significant business move for the organization" since WME-IMG bought the company for $4B in July. WME-IMG co-CEO Ari Emanuel "approached celebrities who he knew to be fans of the sport" about investing. He also was looking for stars who could "help make the case that the UFC was no longer a niche interest." Schwartzel notes the inclusion of the celebrities "points to the growing mainstream appeal of the UFC." WME-IMG also "wants to see more UFC fighters cross over to other forms of entertainment," as Ronda Rousey, who is repped by the agency, has done with "some small roles in movies such as 'Furious 7'" (WALL STREET JOURNAL, 9/30). The celebs investing in the UFC include several sports figures, including Patriots Owner Robert Kraft and QB Tom Brady, Panthers QB Cam Newton and current and former tennis players Serena and Venus Williams, Maria Sharapova and Li Na (THE DAILY).
TAKING A HANDS-ON APPROACH: TBS' Conan O'Brien is among the UFC investors, and he wasted no time promoting the MMA outfit on his show. He acknowledged last night that he is repped by WME-IMG and that after the group bought the UFC, it gave some of their clients an "opportunity to purchase a small ownership stake" in the promotion. O'Brien: "I think I have $40 worth. ... I'm very honored to be a part of this group -- I really am -- but I want to make something clear. The main reason I bought an ownership stake in the UFC is not to just be an owner and stand in the background. I bought in because I, Conan O’Brien, intend to fight in the octagon.” He called fighting a "lifelong dream" of his, saying, "I'm told there’s no better time to start fighting than middle age." O'Brien: "Yes, UFC is big now. But when I start fighting in the octagon, people are going to lose their shit! People are going to go crazy.” O’Brien proceeded to announce several "fights" he has scheduled. A poster promoting a bout against Conor McGregor was shown, as was one for a fight against Ronda Rousey, though O'Brien in the second poster was shown bruised and bloodied. When announcing a bout against Sharapova in May, the poster depicted O'Brien with bruises all over with swollen eyes and looking like he was mauled in the last few fights. O’Brien: “The day after that, my memorial service will be available exclusively on pay-per-view for $89.95. You can mourn and at home or you can go to your local sports bar” (“Conan,” TBS, 9/29).
WORKING PARTNERSHIP: UFC Chief Global Brand Officer Garry Cook, who oversees the UFC brand and heads international business development, was asked about the WME-IMG sale and said, "The distribution of our content worldwide sits right in the wheelhouse of what WME/IMG was built to do. We also have over 600 athletes. They represent athletes around the world and they know how to build brands around athletes. They run thousands of events. It’s about getting to scale in a much more robust fashion" (BIZJOURNALS.com, 9/29).
