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Expanding the Base: UFC, Affliction Trying to Broaden MMA’s Demographic

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MMAcca

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In this election year, “the base” is an often repeated phrase. In politics, a candidate’s core supporters form his base. The challenge faced by Senators McCain and Obama in the race for the Presidency is to maintain the support of their base while expanding their appeal to a broader constituency, namely the independents who will decide the election.

The “politics” of MMA are no different. MMA has found a solid base of its own in the form of the 18-34 male demographic that comprises the vast majority of the sport’s current niche following. That demographic has been the foundation of MMA’s growth over the last three years, but for the industry to continue to grow the sport’s appeal must expand further into the mainstream of American culture. The UFC and Affliction are both aggressively courting the crossover audience necessary to broaden the sport’s reach beyond 18-34 males, but the companies have identified decidedly different target audiences for expansion.













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Post #1   9/22/08 1:15:20PM