Dana White says UFC will use Fox Deal to educate the massesPosted on August 23, 2011, 09:31 PM by Trent Reinsmith
While UFC President Dana White’s main focus in the coming days is Saturday’s UFC 134 event in Brazil, running a close second is the seven-year deal the promotion recently signed with FOX Sports. The network television deals puts the UFC and MMA on the same playing field with the other major US sports.
However, being on the same playing field doesn’t mean that they’ll get in the game, a fact that White is well aware of. The LA Times reports that White told the UFC staff last week, “We're not mainstream yet. Now's the time to dig in and work. If we pull this thing off, we will be mainstream."
Since Zuffa LLC purchased the UFC in 2001 they have seen significant growth in both revenue and fan base, with most of that growth coming slowly over time. The signing with Fox opens the door to fast growth through television viewers that may be entirely new to the sport, a fact not lost on White.
"We live in a bubble in our [UFC Las Vegas] offices and take it for granted people know what armbars, guillotines and triangle chokes are -- nobody knows what this [stuff] means. We have to view [Fox programming] as if nobody knows anything about this sport, that people die in this cage.”
"We're going to educate the masses, treat it like nobody knows who we are. I think our [hardcore] audience understands that's necessary." - full story at LATimes.com.
Further Reading: UFC signs multi-year agreement with Fox Sports