http://www.mmacombat.com/blogs/blog17803-building-brand-bellator-fighting-championships.html
As Bellator Fighting Championships prepares to kick-off its sixth season, which will begin Friday, March 9, 2012, with Bellator 60 - Warran vs. Curran, I find myself counting down the days until the weekly production resumes, until it returns to Ontario soil, until the fighters take the stage for season six.
The UFC set the blueprint, identifying that talent is an organization's biggest asset and marketing tool. When you build a brand out of fighters and retain those athletes, they in turn become synonymous with the promotion's brand and the two give each other a better shot at growing together.
Bellator FC has succeeded in accomplishing just that; it's a modest accomplishment when compared to the marketing machine that is the Ultimate Fighting Championship, but for a company who put on its first show in April of 2009, considerable leaps have been made in a relatively short period of time.
With Viacom's recent purchase of a majority stake, and the experience that comes with promoting a brand like the UFC throughout their most crucial years of development, the sky is the limit for Bjorn Rebney's vision.
Today, I find myself looking forward to Friday night fights because of consistently strong productions with top-tier competitors like Pat Curran, Eddie Alvarez, Cole Konrad, Ben Askren, Hector Lombard, Zack Makovsky, Douglas Lima, Michael Chandler, Marlon Sandro and the Pitbull Brothers, just to scratch the surface. These fighters have proven they're among the very best on the planet, and have etched their way into the memories of hardcore fans because of thrilling performances week in and week out.
In early 2011, Rebney revealed the company was operating cash-flow even for the first time in its short history; a nice milestone achieved by few in a difficult and competitive business. With new partnerships in place, a few years from now Bellator's CEO could be singing an even sweeter tune.
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