Australia top UFC market per capita
Roar Pro By E. Spencer Kyte, 8 May 2012 E. Spencer Kyte is a Roar Pro
- Tagged:
- dana white, MMA, UFC, UFC in Australia
4,713 readsA string of wildly successful events in Canada prompted UFC President Dana White to crown the country “The Mecca of MMA” a few years ago.
Since the UFC began returning to Brazil routinely last August, White has been singing the praises of the country that produced UFC champions like Anderson Silva, Lyoto Machida and Jose Aldo.
Now, it’s Australia’s turn to receive some recognition.
According to UFC Managing Director of International Development Marshall Zelaznik, Australia is the UFC’s biggest market in the world on a per capita basis:
“It is not only one of our fastest growing markets, but it’s pound-for-pound our biggest market.
When you look at the number of inhabitants, the TV homes, the pay television universe and the amount of revenue that the country generates for the UFC, it is without question the top hitter in the international or even domestic world.”
The UFC held their first show in Australia in February 2010, with more than 17,000 people filling the Acer Arena in Sydney for an event that saw then-prospect Cain Velasquez knock-out former Pride and UFC champion Antonio Rodrigo Nogueira early in the first round of the main event.
More than 18,000 people returned one year later when BJ Penn and Jon Fitch battled to a draw in the main event of a fight card remembered for the heated rivalry between Michael “The Count” Bisping and Jorge Rivera. It was also the event where veterans Mark Hunt and Anthony “Hippo” Perosh each earned their first UFC victories. Both have subsequently gone on to win two more bouts and enter their respective upcoming summer match-ups on impressive three-fight winning streaks.
In early March, the UFC returned to the renamed Allphones Arena with their third event in as many years, headlined by Martin Kampmann’s final minute guillotine choke victory over Thiago Alves, and the semifinal round of the tournament to crown the inaugural flyweight champion in UFC history.
There has been speculation all year that the UFC would return to Australia for a second time in 2012, bringing an event to Brisbane for the first time. That event is still in the works, with no announcements or confirmations made at this time.
With the success of the first international season of The Ultimate Fighter (Brazil), talk has once again heated up around TUF: Australia, with a fistic take on “The Ashes” still being discussed.
Australian UFC middleweight Kyle Noke discussed both in an interview conducted earlier this month that will be coming to The Roar later this week.
As more information on the potential Brisbane show and an Australian season of The Ultimate Fighter becomes available, you’ll hear about it here on The Roar.
- Explore:
- dana white, MMA, UFC, UFC in Australia
May 8th 2012 @ 3:09pm
turbodewd said | May 8th 2012 @ 3:09pm | Report comment
Good to hear that little ol’ Oz is getting some recognition. I became a big UFC fan outta nowhere in 2010, now me n 2 mates watch it regularly unless we deem a card to be too uninteresting. Mind you, the no name fighters can produce some spectacular fights.
May 8th 2012 @ 3:16pm
Titus said | May 8th 2012 @ 3:16pm | Report comment
Gawd…….what a sad indictment on our culture.
May 8th 2012 @ 4:09pm
The Cattery said | May 8th 2012 @ 4:09pm | Report comment
I was listening to a sports podcast the other day that reckons MMA is the fastest growing sport in Australia.
May 10th 2012 @ 2:03am
maxikh said | May 10th 2012 @ 2:03am | Report comment
Its is supposed to be the fasting growing sport in the world
May 8th 2012 @ 6:23pm
Damien said | May 8th 2012 @ 6:23pm | Report comment
Depends on how you look at it.
I’m a huge MMA fan and know people who hate, love and can’t get enough of the sport.
They all have their valid reasons. The local shows can be abit dodgy and a friend who I took to an event mentioned to me how many ‘staunch’ guys there were at the event.
I laughed and told him that there are even more at the V8′s (only been to the GC ones), and footy games at Suncorp.
All sports have their llinks to dodgy identities (even football/soccer).
Personally I took it as Australia having a solid sporting culture and being open minded in what sport they follow..
May 10th 2012 @ 2:06am
maxikh said | May 10th 2012 @ 2:06am | Report comment
If you take the time to actually watch it, you will see that it is far from a bloodthirsty brawl and much more intricate than boxing. the combination of disciplines mean that the best people aren’t just the quickest or the strongest they are often the most committed and leaned; in this respect it is similar to cricket. people who put in the work, who are not the most natural athletes, can still excel at this sport. Yes it is over hyped and very american but hey, it makes for a great show
May 8th 2012 @ 3:30pm
NF said | May 8th 2012 @ 3:30pm | Report comment
Titus by the sounds of it your not a MMA fan as far as concerned you either get it or you don’t. The preceptions people have of it being a bloodsport and cockfighting is outdated views considering the implementation of rules and regulations of the Unified rules of MMA for a while now. There will always be the Tituses out there who already made up there mind and never change, but for those open-minded people should give MMA a chance aleast.
May 8th 2012 @ 5:20pm
Titus said | May 8th 2012 @ 5:20pm | Report comment
I have watched it NF, I understand that though the sport is mostly excruciatingly boring wrestling, there is always the chance that someone will land a clean punch, put there opponent out cold, and jump on him and smash his face in……you are right, this can only be a good thing for society.
May 9th 2012 @ 1:09am
E. Spencer Kyte said | May 9th 2012 @ 1:09am | Report comment
How is this sport particularly bad for society? The participants are highly trained athletes, amongst the most conditioned in the world today, and know exactly what they’re getting into.
Are there occasionally unnecessary blows when an opponent is already beaten? Yes, but it’s nowhere near as brutal and savage as you’re making it sound. For every UFC fight you see where a fighter takes unnecessary damage, there are two or three where they tap or the referee stops the fight at the appropriate time.
There are also plenty of times where the fighters themselves stop throwing strikes because they know their opponent is done, most recently when Brian Stann fought Alessio Sakara in Sweden.
You don’t like it — that’s perfectly fine — but don’t make it out to be the scourge of society that will turn everyone into mindless thugs.
May 9th 2012 @ 10:32am
Titus said | May 9th 2012 @ 10:32am | Report comment
You are right, it is a bit rough to blame all societies ills on UFC. I mean, society can be a nasty place, violence is a part of life, it exists with or without UFC, why not turn it into a sport/TV entertainment?
I have no doubt that there are some intelligent, disciplined and talented athletes in UFC(and spectators). I have seen fights where there is a lot of respect between the fighters involved, but the problem isn’t so much the fighters it’s the fact that 90% of your audience couldnt give a fig about respect, discipline, intelligence, they just want to see someone get hurt, or stumble around in a dazed state of senslessness.
I am sure the calibre of fighters has improved since I watched a reality show, several years ago, of UFC fighters living in a house together and fighting off. My God, they were some of the nastiest pieces of work I have ever witnessed.
I don’t have a real problem with combat sports, it is more that UFC is marketed to the lowest base of human pathos. And it doesn’t really suprise me that the two fastest growing sports in the world are UFC and Lingerie Football. I suspect if you strapped camera’s to the head of US soldiers as they went on kill missions and broadcast it live, it would be a ratings winner, if you did that live in an arena people would turn up, especially in Australia, Canada and the U.S.
May 9th 2012 @ 12:09pm
E. Spencer Kyte said | May 9th 2012 @ 12:09pm | Report comment
I think you misjudge the UFC (and MMA) audience, Titus.
Yes, there are those who want nothing more than blood and gore with no regard for the technical elements of the sport, the deep, rich history of the arts, or things like respect, discipline, intelligence, etc. They’re the same ones who boo the minute a fight goes to the ground, scream nonsense like “Kill him!”, and somehow always end up seated behind press row…
Seriously — the clowns are always behind the media somehow…
That said, I think there are far more people who appreciate the sport on a deeper level than you think. Maybe I’m skewed that way because I interact with people who feel that way on a daily basis, but I think the make-up of the audience has shifted a great deal from the early days of the sport, and will continue to grow in the future.
Lastly, I think you’d like The Ultimate Fighter a lot more this season — they’ve been a very well behaved bunch this year.
May 9th 2012 @ 12:33pm
Titus said | May 9th 2012 @ 12:33pm | Report comment
Fair enough ESK, and I don’t mean any disrespect to those genuine fans and athletes.
There are good qualities in self-defence and a one-on-one contest that involves respect and discipline. My gripe is probably more with the media and the marketers, I just think that when it comes to violent sports you need to be very careful about how you portray and promote it.
All the best.
May 8th 2012 @ 6:23pm
The Cattery said | May 8th 2012 @ 6:23pm | Report comment
I’m an occasional boxing fan so I don’t wish to judge MMA and its growing fan base at all because I do understand its background and history (and lament that boxing has lost its way), but I have to admit that personally some of the hits are so brutal, I actually struggle to understand how it can even be allowed in a legal sense.
May 8th 2012 @ 6:39pm
Titus said | May 8th 2012 @ 6:39pm | Report comment
Put it this way TC, kneeing someone in the head could easily cause some serious damage to the brain, if not death. At least in the cage you are getting paid and have medical support……..getting attacked by a drunken steroid freak who is emulating his heroes is possibly far more dangerous.
I’m certainly not going to tell people not to watch it, I just don’t think this accolade is anything to be proud of.
May 9th 2012 @ 1:15am
E. Spencer Kyte said | May 9th 2012 @ 1:15am | Report comment
You can’t compare what takes place in the cage to the actions of “drunken steroid freaks” — they aren’t analogous.
The fighters are highly skilled, trained athletes — not meatheads looking to have a dust up on a Saturday night. Additionally, if you think the only people who like this sport are “drunken steroid freaks,” you’re incredibly naive, and horribly bias, I might add.
We all get it — you don’t like this sport and think those of us who do are neanderthals. Why not just let us enjoy without coming and making a serious of uneducated attacks on the sport?
I’d love to have an actual debate with you about the merits of the sport, and the skills of the athletes involved, but you seem to be more interested in trotting out tired cliches and uneducated assessments about both, so I would assume trying to talk rationally about MMA with you would be an exercise in futility.
May 8th 2012 @ 5:59pm
NF said | May 8th 2012 @ 5:59pm | Report comment
‘you are right, this can only be a good thing for society.’ I did not say that at all a sport is a sport and last I check MMA is one. I know you’re a association football fan and more power to you but there are those who happen to enjoy MMA as a SPORT. Next time you want to quote me make sure it’s correct too. All I want is MMA to be given a fair go it’s been the black sheep of combat sports for far too long now and it has come a long way from the old days to fully professional sport.
May 8th 2012 @ 6:12pm
Daniel said | May 8th 2012 @ 6:12pm | Report comment
Sad indictment indeed Titus. There’s nothing tough about hitting a bloke when he’s down.
May 8th 2012 @ 6:31pm
Damien said | May 8th 2012 @ 6:31pm | Report comment
Not sure if you’re a boxing fan Daniel but thats far worse in terms of head injuries than MMA will ever be.
MMA is basically ‘controlled’ violence just like the V8′s are ‘controlled’ speeding.
I suppose the beauty of anyones sport is in the eye of the beholder.
I’ve seen plenty of matches when the guy thats been knocked down pulls off an amazing victory by submission which happens almost all the time on the ground.
So sometimes its actually not in the ‘strikers’ interest to follow his opponent to the ground. Especially if thats the where their strength lies.
May 8th 2012 @ 7:01pm
Freddie said | May 8th 2012 @ 7:01pm | Report comment
No surprise Australia loves this stuff. Watch any AFL/NRL game and people get more excited by the biff than the game, and with the sporting media’s pathetic obsession with “manliness” it must be like shooting fish in a barrel for UFC.
May 8th 2012 @ 9:29pm
Sam Brown said | May 8th 2012 @ 9:29pm | Report comment
Wow, there is a lot of dislike being thrown around. While I appreciate it isn’t everyone’s cup of tea, it is easy to criticize when you are but a casual observer. However MMA is not, as some have insinuated ‘glorified human cockfighting’ that is a moral blight on humanity. Far from it.
The guys who get in the cage are highly skilled, highly intelligent athletes. Purely as all-round sportsmen (and women) they are up there with the best all round athletes in the world. Anyone who has ever attempted any kind of martial art will know the physical discipline and skill it requires to master just one style. Purely as a base these guys have to be expert wrestlers and kick-boxers most also have highly developed ju-jit-su as well as a plethora of other skills. I would back an MMA fighter to win a ‘best athlete contest’ any day of the week.
And then comes the mental aspect of the sport. With multiple disciplines comes a multitude of different game plans fighters can train to implement and must train to defend. Think chess, while you are also under complete physical exertion. Want to stay on your feet? You had better think about the angles you are going to use and how you will approach your opponent so he doesn’t drag you down. The guy you are against has a powerful right hand, you might want to circle away from it, but if he is smart he will work the angles to cut you off. Every move in MMA is calculated, chances are in the blink of an eye the fighter has thought of ten different scenarios and picked the best one.
And that isn’t to say the men in the ring are just well fed and trained pieces of brawn. Many have university degrees, run successful business and have numerous endeavors outside the octagon. Take for example Chris Lyte who recently retired from the UFC and is now running for a seat in the Indianan Senate.
I guess what I’m trying to say (in a long winded way) is that MMA is not a brainless blood sport worthy only of scorn. MMA is a sport on par with many others we write and read about here on The Roar, you just need to take a closer look.
May 9th 2012 @ 1:22am
E. Spencer Kyte said | May 9th 2012 @ 1:22am | Report comment
Well said, Sam — I second everything you’ve said.
I understand this sport isn’t for everyone, but it has always — and will always — amaze me the number of people who cling to the “It’s not to my liking, I can’t see how anyone could like it, and I think we should do away with it completely” mindset.
I think it’s tremendous to see the support the UFC is getting in Australia; it is reminiscent to me of the support it receives here in Canada as well — sold out venues no matter who is fighting, rapid growth at a grass roots level, and plenty of people interested in seeing more and learning more about the sport.
Hopefully all the talk of a season of TUF: Australia pans out, and the UFC returns for a show in Brisbane later this year. The Aussie faithful have earned it!
May 9th 2012 @ 6:54am
Seriously, Who says Oi? said | May 9th 2012 @ 6:54am | Report comment
I don’t think Australia is truly a top market for MMA. Most people in Australia and New Zealand don’t even understand what the UFC is. The market in the Greater Toronto Area is far greater than any other. The Canadian market as a whole would have to be the single most valuable market for the UFC and it holds the records to boot.
Also, when looking at the number of Canadian places that have held successful Zuffa/Bellator events(13 shows in 6 different places) soon to be in Calgary as well, you’d have to say that Canada deserves the most recognition. It’s covered as a very popular mainstream sport with programming on all of the Canadian sports channels. Canada’s domestic scene is also worlds ahead of MMA in Australia, as are the fighters who come from Canada.
I would definitely put Sweden ahead of Australia in a per capita ranking. The UFC and Dana White always tell countries that they’re such great markets with such great crowds, just like when they went to Sweden and Dana declared it the best crowd ever.
May 9th 2012 @ 9:18am
Sam Brown said | May 9th 2012 @ 9:18am | Report comment
Dana is like a rockstar who has the town’s name stuck on the back of his guitar so he can call it out to the crowd.
I think our small population and relative isolation really holds back the local MMA scene. The US, Canada and even Europe are far more densly populated allowing for a greater grouping of fighters and fans to go and watch smaller cards. It also means bigger name independant stars don’t have such high travel costs when they want to make an apperance at a card.
May 9th 2012 @ 9:57am
E. Spencer Kyte said | May 9th 2012 @ 9:57am | Report comment
It’s not that Australia is ahead of Canada as a whole; it’s that based on side, population, and the various factors discussed above by Marshall Zelaznik, Australia is the top market for the UFC.
This has nothing to do with how many events they’ve hosted, fighters they produce, or the regional scene in the country either; by no means is this a pissing contest between countries meant to start a “Nuh-uh, my country is better” conversation. The numbers in terms of a per capita basis put Australia in front, that’s all this shows, and is meant to convey.
Overall, the US, Canada, and Brazil are the biggest and most successful markets for the UFC, and no one questions that. I also think you’re over estimating the size of the market in Sweden. Yes, they had a successful show there last month, but as Alexander Gustafsson and several other fighters based in the region have said time and again, MMA is just starting to take root there; it has been rooted in Australia for a number of years already.
May 9th 2012 @ 3:15pm
Cliff said | May 9th 2012 @ 3:15pm | Report comment
For it to realy take off in a big way here we’ll need an Australian champion (or someone close to that mark), and I can’t see that happening for a few years at least. I think there is something to be said for the negative effects of the UFC’s marketing strategy. I love watching MMA but I often cringe whenever Dana White decides to gift the world with his opinions (eg soccer is the world’s least talented sport). I actually think he is counterproductive. Similarly the constant booing whenever the fight goes to the ground, you get the impression that the majority of people at the events just want to see blood and knockouts (if only they were all like the Japanese crowds, cheering jujitsu passes and showing respect for all fighters) . I’d far prefer to see GSP dominate someone with his jab for 5 rounds, than a 1st round knockout. I’ll buy the PPVs but can’t imagine ever attending an event, it just looks like a crowd I wouldn’t enjoy being around. Keep up the good work ESK!
May 10th 2012 @ 2:15am
maxikh said | May 10th 2012 @ 2:15am | Report comment
ESK I completely agree with what you have to say, I see Titus’s points about it being attractive to low breeds however the better educated of us can also be attracted to it. I love the sport as I love rugby that I grew up with, and Since training in Mixed martial arts I have huge respect for anyone who is prepared to fight another man for sport, whether it be in a cage or a ring. Anyone who has ever held a Thai pad while it is being kicked or kneed knows how tough and conditioned both mentally and physically you have to be to fight even at an amateur level. I love the sport and only hope that its continued rise will not lead to its demise, much as the over hyping and ridiculousness of boxing has done.It has to be said, every time I hear someone say ‘yeah I do UFC’ or see some halfwit in a TAPOUT shirt who would never come close to being skilled or brave enough to step into a cage, I have to smile.
May 10th 2012 @ 3:13am
E. Spencer Kyte said | May 10th 2012 @ 3:13am | Report comment
Thanks Maxikh.
There are definitely the types of fans that Titus is talking about, but as you said, there are others as well. I’ve never stepped into the cage — and haven’t held pads for anyone in years — but just seeing friends in the sport make the commitment to their craft is enough for me to have the ultimate respect for them.
At many levels, being a fighter is a far more daunting job than what I do for a living, and not just because of the physical dangers associated with the sport. It’s a lifestyle choice as much as anything — meticulously planned diets, meals, and supplement routines, shuttling around to get the best training in various disciplines in various locations, early to bed, early to rise… it’s incredible to me.
May 10th 2012 @ 3:23am
maxikh said | May 10th 2012 @ 3:23am | Report comment
agreed mate, its such a huge commitment, they don’t drink, the ones who do end up being dropped or forced in to rehab (e.g. leben) they eat only what is nutritionally rich and they barely even have social time. I am all to aware of the cheesiness of the promotion of fights and the trash talking, but judging by the lack of ‘bud light’ advertising last event, they are going to have to work harder at looking more professional. they are looking more polished with the likes of John Anik now presenting. I wonder how long it will be before goldberg is gone and Dana white will be forced to swear a lot less, It is a natural progression for the sport to become more respectable to the general public. the image is also being helped by guys like John Cholish, a white collar professional by day, this is another example of the level of commitment you need, he works 40+ hours a week brokering deals on wall street then trains another 20 or so as a professional fighter! good to see like minded people on these sites!