White: We did everything wrong in Europe for 13 years, but not any more


At the UFC 171 post fight media scrum, UFC president Dana White explained that the UFC has formerly catered to the North American time slots, and that as a result, the sport in for example Europe was pushed to fringes.

With the debut of UFC Fight Pass, things have changed. International events can now be optimized for the host country, and not for a viewership on some other part of the planet.

"We're going into Europe, and we're going into these other countries and we're localizing these shows, putting them on free TV, and doing all these things," said White as transcribed by BE. "That's how we built the market here, that's how we built the market in Brazil, Canada, and that's how we will build the market in Europe. We've done everything the wrong way out there for the past 13 years, and now we got it right. Now we fixed it, and we got it right."

"Now we're going to localize it, and bring it in - you know, if you want to stay a fringe sport, go on at three o'clock in the morning or four o'clock in the morning on TV. That's how you stay a fringe sport. You go on primetime in their local area on the big networks, and that's how you build a business, and that's what we're doing there."

"When people talk about too many fights, yeah, maybe there's too many fights for the Americans - not in Europe, not in Australia, not in a lot of these other countries that are starving for it."


tags: UFC   Dana White   


Get the MMA Underground app. for iPhone and Andriod devices.
iPhone Application Andriod MMA Underground Application

Recent Comments »

Tad Ghostal site profile image  

3/19/14 8:33 PM by Tad Ghostal

I do like the Fox team (esp. Rashad and Chael, such professionals) but localization is very important, especially for the 'casual fan'.They do need to find the right balance, maybe have the Fox team in studio via video link? E.g. have localized commentators, MC, analysts but have someone recognizable do more in depth breakdowns. "And now we head over to Joe Rogan in LA for a breakdown of that submission"

Bbr site profile image  

3/19/14 8:01 PM by Bbr

I mean from an analysis point of view. The bt and 5 make it too basic which alienates current viewers also. With the likes of cruz stann in studio there name and analysis which is better can prove better enjoyable viewing. Only my opinion anyway.

RIP LawlerComebackStory site profile image  

3/19/14 6:34 PM by RIP LawlerComebackStory

And people will argue that the purpose of these shows is not for the domestic market, and that these international shows get exposure on legitimate networks in whatever country the events are held, but the two aren't mutually exclusive. Sacrifice a small number of PPV buys and hold major PPV events in international markets. They'll kill at the gate and won't ostracize the North American market

RIP LawlerComebackStory site profile image  

3/19/14 6:31 PM by RIP LawlerComebackStory


Tad Ghostal site profile image  

3/19/14 12:14 PM by Tad Ghostal

You don't think that presenting a small European show in exactly the same way as a huge American PPV might confuse new viewers?Can you imagine if you were just getting into football and the only easily accessible TV show presented Premier League games along side Division 2 games and made no differentiation between them (I guess you'd also have to imagine hat all the games were played at night and you can't see the audience)?

Bbr site profile image  

3/19/14 11:52 AM by Bbr

The biggest problem is letting channel 5 and bt sport have their own broadcast team analysing during the fights. They are truly awful treating the viewers like saps. They should just show the studio reaction from the us. Also not having buffer at the last show was a miss, just didnt feel like the ufc

Tad Ghostal site profile image  

3/19/14 11:47 AM by Tad Ghostal

No they are not. UFC 172 floor tickets - $368Brown vs Silva floor tickets - $191 (including $88 Fight Club membership)Also:http://www.mmamania.com/2013/11/15/5106530/ufc-167-georges-st-pierre-ticket-sales-most-in-demand-history-mma

Devlin site profile image  

3/19/14 11:43 AM by Devlin

agreed completely, but i dont know many football fans that bought bt sports, most will go to the pub or watch sky's games. I think a good chunk of those 500K were probably casual fans, but without regular programming the chance of them bwcoming diehard fans is small, especially with boxings foothold in the uk market.

THERE WAS A GLITCH IN THE MATRiX site profile image  


sorry you get locals, mid carders, midgets and unknown fighters.and if you dont like that your not a real mma/fight fan and should go watch WWE. UFC doesnt want your money if you dont like EVERYTHING they put on!

DTW's Power Bottom site profile image  

3/19/14 11:04 AM by DTW's Power Bottom

We have never been asked to pay as much as now. After already propping up the UFC in the rest of the world. Now they want us to pay for the lowest tier prelims and formerly free cards? This after moving other prelims and events to a channel I dont even get?!? it costs almost $1000 just to keep up with the UFC in the US. That is ridiculous. I can order the season TV packages for NFL NBA MLB and NHL, and buy two live game tickets for each sport for the same amount. It costs more than all the other pro sports combined! That's insane. The fox deal was a step in te right direction. Now there are multiple pay walls to watch one event! Smh