4. UFC Fight Pass Introduced
For the less savvy MMA fan, the unveiling of UFC Fight Pass might have been something of a disappointment.
However, when executives Lorenzo Fertitta, Dana White and Marshall Zelaznik hit the stage at the MGM Grand in Las Vegas hours before the capstone fight card of 2013, no hulking heavyweights followed. Believe it or not, they had something far bigger to discuss. The promotion was going all-in on its digital network. For $9.99 a month, UFC Fight Pass promised to bring a lot to the table. From full live events in international markets to preliminary bouts -- goodbye, Facebook fights -- on pay-per-view and UFC Fight Night cards to an entire library of archived content, there was plenty, in theory, to satiate the appetite of the MMA devotee.
“This is a bet; this is a big bet,” Zelaznik said. “It really wasn’t that difficult of a decision because this was Lorenzo and Dana’s vision. We have strategy meetings, and this was at the beginning of the year one of the objectives. We wanted to figure out how to do this, and it all seemed to come together in a perfect storm. It wasn’t that difficult. These are aggressive businessmen -- they take big chances -- and we feel pretty bullish on this.”
The UFC wasted little time in rolling out its new streaming service. On Jan. 4, UFC Fight Night went down at the Marina Bay Sands in Singapore, and it aired exclusively on Fight Pass in the United States. Fight fans accustomed to getting their MMA fix in prime time had to wake up early if they wanted to see Russell Doane face Leandro Issa in the first preliminary bout. Throughout its first year, the lack of depth on UFC Fight Pass cards would be an issue for many fans. White retorted that those events were primarily for the international audience anyway; and besides, who was anyone to say a fight card was no good?
“Nobody knew who Jon Jones was a few years ago; nobody knew who Anderson Silva was,” White said. “Where do you think these guys came from? You think every card is going to be headlined with huge superstars? Guys have to fight to become huge superstars. That whole thing makes no sense to me.”
All told, the UFC held a record 47 events in 2014, prompting cries of oversaturation far and wide. The promotion’s continued march into the international market played a major role in that ambitious itinerary. Eleven events were exclusively Fight Pass offerings. Those expecting consistent needle-moving headliners were often left disappointed.
Still, for the hardcore set, UFC Fight Pass has been, by and large, a win. There were issues at the beginning with the fight library, payment options and lack of availability on various platforms, but most of the complaints have subsided. That does not mean Fight Pass is a finished product, but as it grows and improves, it will continue to be an integral part of the UFC’s future.
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