Jakobi Nunn | Marketing 3343 | Dr. Zhang
Original Article - http://www.wsj.com/articles/the-ufc-goes-for-a-knockout-with-celebrity-investors-in-its-corner-1475200801
The Ultimate Fighting Championship, or UFC, is an American mixed martial arts promotion company, a subsidiary of the parent company William Morris Endeavor, based in Las Vegas, Nevada. It is the largest MMA promoter in the world and features most of the top-ranked fighters in the sport.
WME-IMG, an entertainment agency known for representing Hollywood actors and directors, recently purchased UFC for approximately 4 billion dollars. After WME-IMG's initial investment, they were able to get multiple high profile celebrities to also invest in their endeavor.
Twenty-three celebrities, including Ben Affleck, Adam Levine, Serena and Venus Williams, Jimmy Kimmel, and Tyler Perry have invested in the UFC since it was purchased. Terms of their investments have not been disclosed, but with a company as successful as WME-IMG, celebrities have no issue investing in a company that already has a large fan base that continues to grow.
Target Market
MMA fighting has quickly grown in popularity, taking over for sports like wrestling and boxing. The rise in popularity is due to the fact that mixed martial arts is a combination of multiple fighting styles and it is very violent. This sport, which at first was targeted towards adults, has quickly become popular among younger audiences. The UFC is targeting all age groups now.
Competition
UFC is in a world of its own. There really is not a sport that offers the same type of excitement, except boxing, as the UFC. Combine that with incredibly brash and cocky athletes, and you have must see tv that millions of people pay to watch on tv.
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