From: officialflagrant
Effective promotion in combat sports transcends mere athletic skill, relying heavily on storytelling and character development to capture audience interest [02:21:22].
The Art of the Heel and the Face
Fight promotion often boils down to two archetypes: the “good guy” (face) and the “bad guy” (heel) [01:13:12]. Successfully portraying either role requires a “master plan” and flawless execution [01:13:12]. A key insight is that while many aspire to be the good guy, embracing the “art of the bad guy” can be more lucrative [01:13:12]. This strategy involves understanding how to manipulate public perception and generate buzz, even if it means being booed [00:51:57].
The “Code of the Heel”
A heel, or anti-hero, must establish and fiercely adhere to their own code, regardless of whether it aligns with rules or even laws [01:09:41]. For one notable fighter, this code included speaking freely about opponents but always showing up on time for every competition, never missing a fight since age 9 [01:09:41]. Interestingly, a specific part of this code was the avoidance of profanity [01:11:09]. The belief was that creativity in insults, rather than vulgarity, made for a more impactful “bad guy” persona [01:11:15].
Storytelling as a Core Strategy
A great promoter is essentially a great storyteller [02:57:00], and a great fight is nothing more than a great story [03:02:00]. This concept dates back to watching fights with one’s father and realizing that entertainment and narrative, not just athletic prowess, drew interest [02:21:00].
The Five W’s of Promotion
Inspired by a third-grade teacher’s lesson, effective storytelling in fight promotion requires addressing the “Five W’s”: Who, What, When, Why, and Where [02:57:00]. The “why” is particularly crucial, as fighters must articulate the purpose behind their fight [03:22:00]. Without a clear purpose—be it for a belt, ranking, ego, or pride—fights lack intrigue and audience engagement [03:50:00].
Authenticity and Purpose
Fighters who genuinely embrace their true persona, whether it’s the “dirty rotten cage fighter” or a more complex individual, tend to resonate more with the audience [05:01:00]. Trying to project a fake image, such as feigning respect for an opponent one intends to “drive a fist into their head,” is often seen through and can bore the audience [06:00:00].
For instance, Conor McGregor’s shift to a “nice guy” persona in his second fight with Dustin Poirier, where he offered donations, lowered the stakes, as it seemed to be an attempt to repair his image rather than genuine character [06:12:00]. Conversely, his “absolutely crazy” behavior in the third fight, including personal attacks, generated significant interest [06:31:00].
Audience Perception and Engagement
The internet has amplified the impact of public perception, making it challenging for fighters to endure “boos” or negative online commentary [05:38:00]. However, those who can withstand such criticism often earn substantial money [05:17:00].
Humor can be a powerful tool; audiences often forgive “mean” comments as long as they are funny [01:41:00]. A notable example is the “feeding a bus a carrot” insult, which, despite being nonsensical, was seen as hilarious and even led to an executive director attempting to pull a fighter’s license, believing it to be genuinely detrimental behavior [07:52:00].
Challenges in Promoting Fighters
Some highly talented fighters struggle to connect with the audience due to a lack of compelling narrative or an unwillingness to embrace their true persona. Valentina Shevchenko, “The Bullet,” despite being described as possibly the greatest talent in unarmed combat with impressive skills, is criticized for not being a strong draw [01:45:00]. Her attempts to present herself as a “sweet Sally Homemaker” are seen as inauthentic, especially given her background and associations with controversial figures like Jon Jones [01:54:00]. It is suggested that if she embraced her “heel” qualities and revealed personal stories, she could generate significantly more interest and revenue [01:59:00].
Similarly, Francis Ngannou, despite being a “most destructive human being,” flopped in a fight projected to do 1.2 million pay-per-view buys, only achieving 300,000, because he and his opponent refused to tell a compelling story about their past as teammates [02:50:00].
The Role of Promoters and Matchmaking
Promoters like Dana White and Scott Coker play a crucial role in identifying and promoting stars [01:50:00]. The loudest crowd reaction at a weigh-in or press conference can instantly elevate a fighter to main event status [01:45:00].
The “Call Out”
The “call out” at the end of a fight is a brilliant promotional strategy, allowing fighters to immediately set up the next match when audience engagement is highest [01:37:00]. This was not always common, with fighters historically thanking God and family instead [01:30:00].
Beyond the Belt
In MMA, genuine intrigue can supersede the importance of a championship belt [01:06:00]. Fighters like Nate Diaz can draw massive audiences regardless of whether a belt is on the line, simply because people want to watch them fight [01:13:00].
The Illusion of Control
Vince McMahon famously stated that “you cannot create a star if you can’t control the outcome” [02:34:00], a reason he once passed on purchasing the UFC [02:39:00]. However, modern MMA often thrives on the unpredictability and authentic narratives that arise.
Financials and Fighter Value
The true financial figures in combat sports are often shrouded in secrecy and inflated by public relations [01:17:19]. Claims of fighters earning hundreds of millions per fight, or being billionaires, are often “fake news” and not backed by public company executives [01:17:19].
For example, the Mayweather-McGregor fight, touted as the biggest ever, reportedly had thousands of empty seats and promoters lost money due to high guarantees to the fighters, indicating that the alleged pay-per-view numbers were inflated [01:14:00]. Similarly, Conor McGregor was paid to fight Floyd Mayweather because he was the UFC champion, not solely because he was a massive draw on his own [03:27:00].
Notable Examples of Promotional Mastery
- Chael Sonnen: Heralded as the “greatest trash talker in fight sport history” [00:51:00], he mastered building a fight by analyzing the heel and face archetypes and executing them perfectly [01:39:00]. His approach often involved manufacturing and manipulating public perception, even when it meant eliciting boos [05:40:00].
- Conor McGregor: Praised for his mastery of the microphone and adherence to his “gimmick,” even when injured [01:12:00]. He didn’t seek cheers but wanted to be booed while looking “cool” doing it [02:29:00].
- Rampage Jackson: An underrated master of the microphone, Rampage was charismatic and funny, always having a clear direction for his post-fight comments and unafraid to say things that could potentially destroy his career [01:15:00].
- Tank Abbott: Credited as one of the first to challenge the “martial arts” pretense in combat sports, openly calling it a “fight” and embracing the reality of being a “cage fighter” [01:54:00].
- Andy Kaufman: A genius in understanding the heel/face dynamic, he sold out arenas multiple times for a pro wrestling match with minimal actual wrestling, simply by being an infuriating character who refused to fight [05:51:00].
- Jake and Logan Paul: Legitimately tough guys who work hard and understand how to manipulate narrative, take criticism, and instill an emotional burden on their opponents [01:09:00].
Challenges and Controversies in Promotion
- “Fake Tough Guys”: Many fighters in MMA are described as “fake tough guys” who act tough for microphones but refuse to sign contracts without more money or lengthy negotiations, hindering fight promotion [04:06:00].
- Fighter Ignorance of Business: Many fighters, even top ones, are criticized for not understanding the economics of the fight game beyond receiving a check [01:14:00]. This lack of business acumen can lead to poor contract negotiations, as seen with Jon Jones’s deal after a three-year hiatus [01:06:00].
- Lack of Loyalty: Fighters who freely switch promotions or burn bridges are seen as “snakes” by promoters and can struggle to find consistent opportunities [01:12:00].
- Rematch Fatigue: Overly frequent rematches, especially when fighters don’t explicitly demand them or if the stakes aren’t clearly defined as “for keeps,” can dilute audience interest [01:31:00].
The Future of MMA Promotion
Scott Coker, Bellator’s promoter, is lauded for his courage to hold tournaments with a clear “competitive architecture” [01:44:00]. This format, featuring a straight-line bracket and a clear prize like a million dollars and a belt, shifts focus from talk to genuine competition, ensuring the best fighter wins [01:44:00]. This structure provides immediate clarity on who is next in line, fostering anticipation for future fights [01:48:00].
Performance Enhancing Drugs
The use of performance enhancers in sports is acknowledged as common, with a distinction made between “use” and “abuse” [01:43:00]. Substances like EPO (Erythropoietin) are highlighted for their ability to increase red blood cells, thus enhancing endurance, making them highly desirable, especially in fight sports [01:41:00]. While drug testing aims to catch users, methods like IV flushing can allow athletes to pass tests quickly [01:52:00].
Personal Brand and “Robin Hood” Persona
One fighter’s unconventional past, including robbing banks, is framed as part of his “Robin Hood” persona, stealing from “bad people” (banks) who had wronged his family [02:04:00]. This narrative contributes to his “American Gangster” image and enhances his heel persona, even allowing him to keep millions of dollars with a minimal fine, showcasing a perceived mastery over “the system” [02:10:00]. This “real-life” controversy became part of his public identity, drawing further attention to his career.