Thanks from Volatol and Cru for finding this and posting on the forums. Here is the article courtesy of MMAPayout.com. Hopefully we are able to obtain a sponsorship from one of these companies for Undisputed Online and be able to give out some prizes for tournaments etc. If not, ill work something out indefinitely.
As a follow-up to last week’s piece on in-game advertising, MMAPayout has obtained the full list of sponsors that have been approved for the UFC’s latest video game: UFC 2009 Undisputed.
While in-game advertising should be considered a potentially viable source of future ancillary revenue for the UFC, the consideration that in-game advertising could also provide the fighters with additional sources of revenue is equally intriguing.
Sources have intimated to MMAPayout that fighters have been given permission by THQ to select three or four sponsors from this list to appear on their fight gear and that some fighters are actively trying to sell these placements.
How much might each placement be worth? An estimated $20,000 to $75,000, depending on the popularity of the fighter.
So, I guess the better question might be: what represents fair value?
These things are always tough to gauge because it’s not an exact science – many intangibles must be considered to properly value fighter sponsorships, both in real life and within video games.
However, it seems to me that when you factor in the potential reach of this video game and the high rates of repeat exposure due to multiple playing sessions by any, one user, a $20k-$75k fee is reasonable.
Certainly the level of exposure through the video game is equal to that, or possibly even superior to, the level of exposure companies receive from fighters at live UFC events; and in this case, fighters on the main card (again depending on their popularity) are receiving at least $20k per placement.
Having said all of that, there are probably three things standing in the way as a fighter trying to sell placements on his in-game gear:
1.) Are a fighter’s sponsors on this approved short-list (one that only represents a fraction of the total number of UFC approved sponsors)?
2.) What impact might exclusivity agreements with a fighter’s current, real-life sponsors have on his ability to attract other sponsors on the approved list?
3.) Finally, have some or all of these potential sponsors already reached paid agreements with the UFC or THQ in order to appear in the game and under what conditions?
10th Planet Jiu-Jitsu
American Top Team
Brazilian Top Team
Cesar Gracie Jiu-Jitsu
Greg Jackson’s Gym
Minnesota Martial Arts Academy
Commercial Sponsors (33)
Hayabusa Fight Wear
HITMAN Fight Gear
One More Round
On The Mat
Pain Athletics Inc.
Take A Nap Fight Gear
Toe 2 Toe
There are several head-scratching additions and omissions within the list, but upon further investigation it appears as though the list of camps and sponsors reflects the UFC’s state of business as it was some months ago, prior to THQ’s programming freeze (a point in the game’s development where programming shifts from new additions to bug and game play tweaks).
It might explain the absence of prominent sponsors like BSN and Cage Fighter, while also justifying the inclusion of Premier Fighter (a brand distributed at the time through Hitman and TapouT, a relationship that has since been severed).
The omissions of Bud Light and Full Tilt Poker aren’t really any surprise considering the intended audience of this game is quite broad. Both would raise unwanted social issues regarding drinking and gambling; this even aside from the UFC’s current poker sponsor debacle.
Source: MMA Payout