It’s hard to find one brand that has grown as quickly and experienced a popularity surge than the Ultimate Fighting Championship. In a matter of a few years, UFC usurpe...
It’s hard to find one brand that has grown as quickly and experienced a popularity surge than the Ultimate Fighting Championship. In a matter of a few years, UFC usurped World Wrestling Entertainment as the king of pay-per-view.
The merchandising and television soon followed.
A perfect example of UFC and its attention to detail is the online store, the aptly titled UFCStore.com. The web site serves as a launching pad as part of the UFC marketing. Fans of the unique, fighting product are driven to the site with constant promotion during pay-per-views and the UFC “Fighter” weekly television show.
UFC quickly rose as a premier player in the live event market and even managed to get itself air time on the often-snooty ESPN. The UFC Store gives fans the ability to buy officially licensed DVDS, shirts and even offers section dedicated to kids and women.
The shirts, especially, are a big part of UFC’s revenue. Most of the favorite UFC fighters wear their shirts and are a walking – and fighting – billboard for the company. That approach is one that has worked for years for the WWE and UFC swiftly adopted that mentality.
The UFC Store follows suit with other worldwide sports entities such as the NFL and NBA by offering incredible daily deals and even the opportunity to sign in and become a “member” of the site. Those privileges include specific emails that cater to what buying trends.
UFC created its TUF17 brand of clothing, which allows fans to customize shirts with their own name on it. The TUF17 line also allows fans of specific camps to show their allegiance, making diehards feel as though their part of a fighter’s crew.
Even though UFC’s viewership is primarily men ages 18-35, the company realizes it must grow its demographic beyond just testosterone driven males. That’s why women have become a signature group UFC is focusing on; women tend to control most buying decisions.
Having a great product as UFC does is absolutely paramount for success. The inclusion of a great online store that is bright, colorful and well-run is just an added bonus for UFC.