NFL, NBA, MLB…Dana White Says Anyone Targeting Key Demographic are Competitors

February 25, 2012
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The NFL, the NBA, Major League Baseball… the UFC is gunning for you.

Well, those are just a few of the major names, but UFC president Dana White says his objectives are clear and their competition is even clearer.

“I consider our competition anything that catches the attention of 18-to-34-year-old males,” White said recently.

With the UFC now entering into their seven-year deal with Fox, the world’s biggest MMA promotion will be reaching a whole new audience over the next several months, and is rapidly expanding its fan base.

Gone are the days where the UFC was in a battle with Pride Fighting Championships for supremacy in MMA, they are now hunting bigger prey.

Well, within reason.

“You won’t see me having any fights on the Super Bowl, the night of the Super Bowl or anything like that,” White joked.

The expansion of the brand reaches beyond just 18-to-34-year-old males, however. According to statistics from Facebook, the UFC is finding fans in many areas, including the female demographic.

“Our demographic has expanded a lot more than I ever thought we would. We work with older people, with women, with girls. It’s crazy. Again, me and stats don’t mix well together. I never remember them,” White stated.

“But there’s some stat that Facebook gave us, like 86 milion girls 13 years old to 17 year olds are friends with somebody who is a UFC fan. Something like 86 million, that’s a stat that Facebook gave us, if I said it right.”

With an expanding presence on Fox as well as subsidiaries like FX and Fuel TV, the UFC is hopeful to continue their branding over the next few years in ways they’ve never been able to do before.

And while major sports leagues like the NFL and NBA are on the UFC’s radar due to the competitive nature of their shared demographics, White doesn’t believe that pro wrestling organizations like the WWE are necessarily in direct competition with them.

“I think that the WWE attracts a younger audience than we do,” White stated.

The UFC’s aggressive marketing campaigns will obviously continue as their relationship with Fox flourishes and grows. Will the UFC one day be considered one of the “major sports”? Stay tuned to find out.


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