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Ultimate Fighting Championship's President Dana White should be your CMO. Yes, you read that correctly.
The perception of mixed martial arts (MMA) needs to change. Those who think MMA athletes are merely cavemen pounding each other for sport need to realize that they may well be the strongest personal-branding experts in the marketing world.
Yes, those "brutes" are better at the marketing game than many self-proclaimed "gurus" whose writings we read each day.
Over the past few months, I've looked at a range of social-media tools that MMA fighters and promoters use, the growing audiences they have developed, and the resulting expansion of brands placing ad revenue into pay-per-view (PPV) events.
Marketers need to take a better look at what the UFC promoters are doing to get the attention of sponsors such as Bud Light, Harley Davidson, and Burger King, among others.
Fighters, promoters, bloggers, and fans alike are using social media outlets. Much like small-business owners, fighters are always looking for ways to build a larger fan base and get people talking about them.
Fighters are promoting themselves across personal websites, MySpace, Facebook, and Twitter to communicate with fans and build their following at a meteoric pace. Similarly, fans are using social media to connect with their favorite fighters and meet other fans who are equally as passionate and knowledgeable about the sport.
UFC, perhaps the best example of a business case for MMA social media marketing, has created a groundswell that most brand managers would gush over.