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UFC Australia - The Impact
The decision is unanimous, Australia has had it's first taste of UFC Mania (don't worry about Wrestle Mania!) and without needing to spend the large budget set aside to heavily brand and promote the controversial fight show that Australians have debated for years.
UFC confirms Acer Arena Sydney has sold out 16,000 seats and is on record as the 2nd quickest to do so in UFC history! And remember - not all fights were 100% confirmed, the UFC marketing budget was barely used and at some stages it was only rumored to hear that the greatest fight show on earth was heading to Australia.
Clearly the UFC has made an even bigger impact on Australians martial arts, sporting identities and commentators. It has fast-tracked the awareness presence and opened more debate about the violent sport. Whether you are training in the martial arts industry or you are a follower of the sport - it pushes the boundaries further for debate; debates have erupted the future of boxing and entertainment wrestling. It will be interesting to see how MMA athletes and heavyweight MMA shows evolve our sporting culture.
UFC has already fostered and helped develop a whole new breed of hardcore athletes. Our upcoming young Aussie athletes are already perceived as potential migrants to the MMA industry, UFC's Marshall Zelanick sighted that Australian footy athletes are not afraid of contact and could make a lucrative income by fighting in the UFC. He believes that there will be an increase in new Australian fighters.
From the Fitness Industry perspective, MMA is becoming a popular option and theme in adding to skill sets. It is the method of training that really takes people back to core basics, fundamental exercises for strength and conditioning. Have you seen some of the bodies of these fighters? They are absolutely ripped, agile and a powerhouse of strength. Football codes have long adopted wrestling and exercise drills that have been taught by MMA practitioners. We have also seen an increase in cross-training with individuals or clubs incorporating more and more MMA techniques.
So as 16,000 hardcore fans pack out the first UFC show in Sydney and thousands of at home watching free to air, the UFC will see Australia as a great opportunity for development and will be planning to come back. We believe at least once a year. It also means that the industry will experience a demand for more shows, more training services, more products and merchandise. The culture and mindset of Australian contact sports will again change with sanctioning bodies working with this evolution.
The future of Australian contact sports, the fitness/martial arts industry, and our attitudes are moulding to change - post UFC 110 will determine by how much and how quick.
Danny Truong
