Lauzon discusses UFC sponsorship landscape


In his fight with Joe Lauzon, Mac Danzig made a statement about the current state of sponsorship, choosing to forego sponsors for the UFC on FOX 9 bout. Although Lauzon doesn't share the exact view point, he says the current situation can be good and bad:

“I feel the UFC sponsorship program is really good, because it limits all these random t-shirt companies, but it definitely hurts sponsors on the other end, though, too,” he told MMAjunkie Radio. “It’s good and bad.”

“Before, it could be anyone that wanted to pay you, you could wear their shirt,” he said. “Whereas now it’s, ‘Here are the approved people.’ So you’ve got to pick from them, and you’ve got to find the best deal from these very limited people. It’s a little tougher than it used to be. It used to be the wild, wild west from sponsors.”

Lauzon said the most he ever made in sponsorship money was $30,000, which he secured for a headlining fight with Kenny Florian in April 2008. He said he now averages between $12,000 and $25,000 per fight.

“But that’s a big difference,” Lauzon added.

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Recent Comments »

Ingrained Media site profile image  

12/19/13 1:13 PM by Ingrained Media

No question that some fans will but the brands working with or owned by their favorite athletes or celebrities. This has been proven (see NASCAR).

RyannVonDoom site profile image  

12/19/13 12:52 PM by RyannVonDoom

I'm sorry what? I bought clinch gear because dan henderson wore it and i found out he owned it.

HITMAN DAN DIAZ site profile image  

12/19/13 12:36 PM by HITMAN DAN DIAZ

Zed Wayne Zed site profile image  

12/19/13 11:55 AM by Zed Wayne Zed

At least we got to see a bunch of fights with "Condom Depot" on their ass.

Jason site profile image  

12/19/13 11:41 AM by Jason

that can be said about almost any advertising anywhere

RyannVonDoom site profile image  

12/19/13 11:34 AM by RyannVonDoom

Clinch gear

Ingrained Media site profile image  

12/19/13 11:34 AM by Ingrained Media

Not speaking about Joe here! Complaining about sponsor tax is like when your parents took the bag of cookies from you. They said you could have "some" not "all" of the cookies.The simple fact is the UFC should have NEVER allowed sponsorships in the first place. Since they did we should be grateful we were able to earn money this way not complain that they are limiting it.This type of "marketing" is called "Ambush Marketing". That means not paying the event to advertise your brand. This is ILLEGAL in many countries. In 2010 Dutch authorities arrested two women for ambush marketing a Dutch Brewery during the FiFA World Cup. Company executives can be arrested too.Look at how the UFC sponsorships are done and it is clear that many brands are ambush marketing. Those that have paid the tax, have paid permission to ambush market the UFC. Still many brands are allowed to sponsor without paying the fee. As Joe said, sponsorship is usually based on where the athlete is placed on the card (meaning how many people will be tuned in), if you do not compete sponsors do not pay, 75% of the brands have no activation plans with the athlete, they just want their logo seen on a UFC Broadcast.Ambush Marketing = Putting your logo where it can be seen at an event without paying the fees the event is charging sponsors.Sponsorship would be sponsoring the athletes or events. Don't sponsor Joe because he is Co-Main Event on a UFC PPV in Jan. Joe can't control that event or if it happens. Sponsor Joe because when he does compete he is exciting, because he reaches the fans in the sport, or for whatever reason he may fit your brand. If you think about what Joe said his highest sponsorship was around $30,000 for the Florian fight. Say he had 6 brands all paying $5,000 each. None of those brands can afford to be in the UFC. Even if it was one brand paying $30k they would not get the UFC's sponsorship teams interest, probably not even for So they ambush and we call it sponsorship.

C Riv site profile image  

12/19/13 11:30 AM by C Riv

They have to ban wearing the headphones post fight. It looks ridiculous, and is way too much imo.

Perfer Et Obdura site profile image  

12/19/13 11:21 AM by Perfer Et Obdura

I used to buy tons of condoms, but ever since the UFC banned Condom Depot I've been raw dogging that shit.

notsobigmike site profile image  

12/19/13 10:58 AM by notsobigmike

You could say that about practically ANY advertisement.Look at all the logos on the boards at hockey games, on the walls at baseball and soccer games. It's not that someone sees a Bud Light logo and goes out and buys a six-pack. You're upping your brand awareness.Look at Tapout. They went from an obscure homebrew T-shirt sold out of the back of a car to THE pre-eminent MMA apparel brand. The fact that their logo was so ubiquitous at MMA events was BIG part of that.