Lefko on UFC: Rousey masters self-promotion
Posted March 2, 2012 1:00 pm.
This article is more than 5 years old.
Give Ronda Rousey credit for grasping the basic idea of self-promotion.
Rousey, who won a bronze in judo in the 2008 Olympics, the first American woman to ever medal in that event, has become a force in more ways than one in professional mixed martial arts. A combination of an undefeated record in four professional bouts, each of which she ended in less than one round with an armbar submission, good looks and a confidence bordering on cockiness has elevated her into a title fight.
She faces Strikeforce bantamweight champion Miesha Tate Saturday night in the main event of a Strikeforce card in Columbus, Ohio. This may be the most-hyped fight in the history of women’s professional MMA, or at least since Strikeforce was purchased by the UFC’s parent company a year ago. Call it the perfect storm.
With the recent emergence of former MMA women’s fighter Gina Carano into the major motion picture world — she drew excellent reviews for her role in Haywire and has been compared to Angelina Jolie for her dramatic action talent and beauty — the Rousey/Tate fight comes at an opportune time. It is rare that women are the main attraction in a card of any significance that also includes men. Carano made history in August 15, 2009 when she and Cristiane (Cyborg) Santos headlined a card in which they were the only two women’s fighters (Saturday’s card also includes another women’s bout).
Carano was the featured attraction, collecting $125,000, more than any other fighter on the card. Santos collected a mere $25,000 plus a $5,000 win bonus. The card, broadcast on Showtime, had an audience of more than 850,000 for the main event, which was not bad, all things considered.
This fight has drawn far more attention the Carano/Santos bout because of a combination of things: firstly, MMA’s popularity has grown exponentially since the women’s main event card almost three years ago; secondly, Rousey has gone out of her way to promote herself by doing interviews, some of which have been done in the mainstream media. She also has her own blog and has also done video blogs. She understands social media and how to use it to her advantage.
There have been some whispers of jealousy among other more experienced women fighters who have paid their dues but are being overlooked. But this has nothing to do with being fair; this is about giving the fans want, or at least what the promotion feels the fans want. If this card gets significant eyeballs, it will lead to more, or perhaps co-main event status on a card with some major male headliners.
So objectively this has to be viewed in a far different context. Rousey has pushed the envelope so that people who normally wouldn’t care about the sport are taking notice.
The fact she is a decorated American Olympic medalist fighting for a championship belt cannot be underestimated or overlooked. She is the American Dream. Her mother became the first American to win a world judo championship and has a PhD in educational psychology. She is a brilliant mind who has coached her daughter to be physically and mentally strong.
Some are comparing Rousey’s dramatic push by Strikeforce similar to the way the UFC promoted Brock Lesnar (after he was first pushed in his wrestling career by the WWE). In only Lesnar’s fourth MMA fight, he was given a shot at the heavyweight title against reigning champion/legend Randy Couture, who had 24 matches at that point and had been one of the most accomplished (and active) fighters in the UFC. Lesnar won by technical knockout from punches to certify his status.
So now it is Rousey’s turn, and she has adopted the nickname Rowdy as a tribute to wrestler Rowdy Roddy Piper, who in his heyday may have been one of the best in terms of microphone skills. Whether cutting a promo or holding court inside the ring with one of his Piper’s Pit segments, the Hot Rod made himself known.
In the world of professional wrestling, being technically good is sometimes not as important as being a good talker and showman — case in point Hulk Hogan. Lesnar, by the way, was not one of the best talkers, but his hulking physique and athleticism made him a star attraction — the very thing the UFC promoted.
Rousey is certainly talking a good game, and has created enough heat with Tate to form a genuine dislike between the two. Tate is the champion with a record of 12-2, including six consecutive wins, and has shown an ability to submit her opponents, but Rousey has been showing her little respect. Whether you want to call it psychological warfare by Rousey to try to win the fight before it even starts or part of a gimmick to become a name in women’s MMA and women’s sports in general, she has certainly maintained a steady stream of talking smack. She comes across like the female version of Chael Sonnen talking about Anderson Silva.
There is also the aspect of beauty. Both of these women are good looking, and to suggest that doesn’t matter is foolhardy. A good-looking athlete, be it male or female, is attractive to the marketing industry, looking for stars to promote their products. That doesn’t make it right — and some people will say that pushing the beautiful sex element is taking a huge step backwards — but there is the whole idea of if you’ve got it, flaunt it.
And clearly Rousey is doing it.
Ultimately, it will all come down to what she does inside the cage against her toughest opponent to date that will determine whether she has the talent to back up her bravado. If she loses as quickly as she has been winning it will have proven that her grappling and fighting skills need more work than her ability to talk a good game.
A friend of mine has indicated the fight will be over some time in the second round and Rousey will be crowned the champion. He is basing it solely on what Rousey did to become an Olympic medalist, having battled against the best in the world, and even though she failed to win gold, she still had the heart to battle back in the repechage. It’s his opinion that Rousey is far better than people are giving her credit.
Every major betting site posting odds on this fight has Rousey the heavy favourite, including one at -350. If you like Tate’s chances, you can anywhere from +220 to +265.
It is certainly going to be interesting, one in which history will be made.
