The Importance of Excitement

Promoters are in the sports entertainment industry.

There are three important words in that sentence...sports, industry and of course...entertainment. MMA has been given an initial nod of approval from the media and is recognized as an organized, legitimate sport. The profitability of MMA is evident from data showing increases in ticket gate sales, pay-per-view buys and fighter salaries/bonuses. MMA is a cash cow and promoters are striking while the iron is hot. Most importantly, is the entertainment. Fans expect fighters to lay it on the line and most are willing to do so.

There will always be fighters willing to give their all for the chance at glory - however their jobs are only secure when there is a medium to showcase their skills. The survival of MMA promotions like the UFC, Strikeforce and others is contingent on fans buying tickets, viewers tuning in, and people paying attention. There is a relationship between fighters and promoters which creates a mutual benefit, but only if both parties pull their weight. Promoters need to promote and fighters need to fight.

If a first time viewer tunes in to see a snooze fest they may be somewhat confused. I've heard it before, "Why is he just laying on top of him?" And the MMA fan replies, "Well he's trying to....[insert whatever techniques are being set up]" Boring fights leave a bad impression on fans. And those fans may not give the sport another chance. On the flip side, if a first time viewer sees a barn burner during his or her first foray into MMA there's a good chance they'll be hooked. (I was) The responsibility fighters have to their camps is to secure a win, but they also have a responsibility to their employer, and that is to entertain paying customers.

There is money up for grabs for the fighters and fortunes to be made for those people who orchestrate events. For fighters to stay relevant (and employed) and for promoters to continue doing business, viewers need to be captivated. When UFC middleweight, Wanderlei Silva was fighting for the now defunct Japanese brand, PRIDE, he was dominant and exciting. The man always came to fight and is now employed by the biggest MMA promotion in the world. (Even with a 2-3 UFC record since returning in December 2007.)

The younger generation of Mixed Martial Artists are getting accustomed to his philosophy on fighting. Silva said when he fought, it was not to win or make money but rather, to make the stadium shake. It is now understood that if you lay it on the line for your employer, win or lose, you have a much better chance of staying employed than the fighters who don't show the same bravery and tenacity. Silva, who is affectionately known as "The Axe Murderer" was vocal about his intentions in the ring saying, "All I guarantee is violence."

With a guarantee like that, what fan wouldn't tune in?