CBS, UFC Talking First MMA Broadcast Deal For Major Network TV
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| CBS Reportedly Close To Deal With UFC |
MMA insiders "expect a deal deal between CBS and the [UFC] to be announced shortly," which would make CBS the first major network to broadcast MMA, according to Dave Meltzer of YAHOO SPORTS. UFC President Dana White said that "he didn't want to discuss a deal that is still being negotiated," but he added UFC 80 on January 19 will be a pay-per-view event. It "had been rumored that would be the first CBS show if a deal was reached." But MMA insiders "believe CBS is looking at a Saturday night prime-time slot." NBC's interest in MMA "is more tenuous," as the net is "looking for programming to fill" the 11:30pm ET "SNL" time slot during the writers' strike, the settlement of which "could easily spell the end of NBC's interest" in the sport. NBC Entertainment co-Chair Ben Silverman "asked for a full study on the viability of MMA on the network, including contacting key advertisers to gauge their support." The results "were positive, and even with UFC, the only group which has consistently delivered good ratings, out of the picture, they've continued talks with other promotions." Sources said that "a major issue with the NBC deal as it was structured is that NBC was offering commercial time to sell instead of a flat fee." Meltzer noted, "None of the MMA promotions have the kind of advertising staff to be able to maximize revenue from that type of deal." IFL CEO Jay Larkin said, "MMA will absolutely be on major broadcast television. It is inevitable. It's just a question of who goes first, and at this point it appears it will be CBS with UFC" (SPORTS.YAHOO.com, 11/30).
CONVINCING ADVERTISERS: BROADCASTING & CABLE's Anne Becker reports that Spike has a "three-man sales group ... devoted to making [UFC] more palatable" to advertisers. The group "wines and dines the clients, shuttles them to live events in Las Vegas and Florida and holds special sessions with UFC athletes." The sales team has landed 25 new advertisers in the past month, including video games, music services, beverages and QSRs. MTV Networks Exec VP Jeff Lucas: "We're consistently try to (promote) the UFC as a good vehicle to get in front of a young male audience and we thought we had to make a concentrated effort on selling it." Meanwhile, the IFL has "raised $5[M] in ad sales and integrated sponsorships since starting its MyNetwork TV deal in March with only limited ads," and Versus has "tried to drum up business for [World Extreme Cagefighting] by taking media and sales clients to an open workout for the fighters" (BROADCASTING & CABLE, 12/3 issue).
FIRST MMA DEATH: Sanctioned MMA "yielded its first death when [Sam] Vasquez passed away" on Friday. It is "still uncertain whether his [October 20] fight against Vince Libardi was the direct cause of his untimely death" (SHERDOG.com, 12/2).
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