The House is gearing up for a battle over spending taxpayers money on sports sponsorship. The focus is on NASCAR but you cannot cut NASCAR without affecting all sports. The UFC recently inked a deal with the US Marines and many Mixed Martial Artists (“MMA”) have been sponsored by Military divisions. If the measure passes these expenditures would cease.
Republicans are divided over topics that usually unite them (spending cuts, military and NASCAR) and the Democrats are excited to have the distraction. At the heart of the battle is the $80 million dollars spent on sports sponsorships and the return on that investment. The proponents say $20 million a race is way too much. While supporters of the sponsorship programs, like Army National Guard Director Lt. Gen. William Ingram Jr. say “the program is effective. “ Without the draft, the Military needs to find ways to reach their target demographic.
There is no question that the Military’s target demographic is watching NASCAR and UFC type events. The in-content exposure is valuable and hard to miss. When marquee brands like Nike are cutting TV and Print spending by 40% in favor of Team and Event sponsorships it seems like an odd move by the House to pressure the Military in exactly the opposite direction.
As the US Marines learned with their UFC deal, there are other valuable sports properties that allow the Military to reach its target demographic and not spend $20 million per event. The model in play with the UFC makes a ton of sense for The Marines. The Marines are getting in-content branding on the most sought after sports property around. They get interaction with the athletes, digital placement on the UFC’s website and more.
Unlike NASCAR or other sports like Bull Riding, MMA also opens the door to real engagements with the target demographic. This engagement can go well beyond the recruiting phase too. We all have seen the UFC and Marine marketing program. The House should be looking at ways to get more for the expenditures. Ideas like:
MMA Athletes showing up during Basic Training to help during Combatives Training.
Military discounts on Merchandise and Tickets.
Armed Forces MMA Team – While on Active Duty the ability to train and compete at the amateur level (like they do with other sports like Boxing and Wrestling).
Veterans that were on the Armed Forces Team get immediate entry into TUF and their Pro card is paid for, in return they continue to represent their Branch of service. Guys like Brian Stann should be a sponsored athlete and a part of a program that helps transition the soldier athlete to a professional athlete.
Lifetime free entry in signature events like Grapplers Quest and NAGA for active Military and Veterans.
Ideas like those will only enhance the ROI. From a MMA perspective the price the Military allegedly spends on one race would fund all of the above programs for several years. Every service member will learn some form of hand to hand combat during their enlistment. There is no reason not to offer MMA as a Team Sport on the bases. The opportunity to enhance the return on investment has never been better.
The House needs to realize that it is less about how much they spend and more about how they spend it. If NASCAR has become too expensive then find other sport properties that reach the same demographic. If you can find sports like MMA that weave into the basic structure of current Military life then you can find others. You don’t have to spend $20,000,000 per race to reach your target demographic. You don’t have to kill off your marketing plans because one part of the plan has become too expensive. Just replace it. The sport of Mixed Martial Arts would welcome this budget and the branding would be dominant and active 24/7 like our Military.