MMAPayout.com calculated the promotional worth of Anthony Pettis' "Showtime Kick"Posted on December 19, 2010, 06:39 AM by Anton Gurevich
Newly crowned WEC Lightweight Champion Anthony "Showtime" Pettis shocked (and shook) the world last weekend with a jaw-dropping Matrix Kick, seconds before winning the title against Ben Henderson at WEC 53. Thanks to the kick, Pettis turned into one of the most popular MMA fighters overnight (kick video generated more than 1.5m views on YouTube), also solidifying himself as a legit challenger for the UFC Lightweight title.
MMA Business-related website MMAPayout.com calculated the value of Anthony Pettis' highlight moment, from both UFC and fighter standpoint. Here's a short quote from the article (You can read the full thing on MMAPayout.com).
The promotional value of this kick to the UFC will be determined by a number of things: increased interest in the UFC, its PPVs, its live events, it’s television events, and its merchandise. However, for simplicity’s sake let’s just look at the number of people influenced by Pettis to watch his next fight. In this case the short term is far easier to estimate than the long term (just know that the more success Pettis comes to have, the more this kick will continue to add value to the UFC in the future).
I’ll start with asking a simple question: how many people were watching the fight last night? We’ll know in a few days, but the peak viewership was likely in the 500,000 to 750,000 range. Now let’s make two assumptions:
1. Nearly everyone that saw last night’s event has been motivated to watch Pettis his next fight.
2. The UFC will get 1 PPV buy from every 10 of those fans (this is consistent with the notion of 10 fans per viewing party)
This gives us 50,000 to 75,000 PPV buys as the result of Pettis’ performance (the kick being the last thing that most fans remember is very influential here). The calculations then are as follows:
- 50,000 x $49.99/2 = $1.25 million
- 75,000 x $49.99/2 = $1.9 million
Anthony Pettis will turn 24 this January, holding a professional Mixed Martial Arts record of 13-1. "Showtime" currently trains in Milwaukee under the patronage of Kickboxing legend Duke Roufus, alongside the likes of Pat Barry, Matt Mitrione, Alan Belcher. Pettis will fight in a WEC-UFC Lightweight title unification bout against the winner of Frankie Edgar vs. Gray Maynard fight. The bout is set to take place approximately in the second quarter of 2011.