To be completely honest, my intention was to watch UFC 259 over the weekend and subsequently share my witty perspective on the recently formed alliance between UFC and DraftKings.
Saturday’s event showcased three championship fights and boasted one of the most stacked cards in the history of MMA. Moreover, it marked the inaugural event following the announcement of a groundbreaking five-year partnership between UFC and DraftKings.
As I eagerly tuned in for the highly anticipated pay-per-view event, I braced myself for the expected influx of advertisements. Knowing that DraftKings had invested a staggering 350 million dollars to partner with the UFC, the renowned mixed martial arts promotion, I knew I would be bombarded with countless DraftKings commercials throughout the broadcast.
The UFC has mastered the art of capitalizing on every aspect of the sport. When it comes to making money, they are ruthlessly efficient. UFC 259, with its extensive lineup of 15 fights and an exhausting eight-hour duration, offered numerous opportunities to promote their new “official sportsbook and daily fantasy partner.”
However, come Saturday night, the only thing my in-laws seemed to pay attention to were the BetMGM ads.
Examining UFC-DraftKings with the in-laws
Shouting from the living room, my mother-in-law exclaimed, “Look, the guy from before is back on TV!”
No, the person she was not referring to was Jan Blachowicz, the reigning light-heavyweight champion who caused an upset by defeating Israel Adesanya in the main event of UFC 259. It was also not Amanda Nunes, the co-headliner and female champion known as “The Lioness,” who easily defeated Megan Anderson. Furthermore, it was not Aljamain Sterling, the new bantamweight champion who controversially won the title after being hit with an illegal knee to the face.
No, the person my mother-in-law was referring to as “that one guy” is actually Jamie Foxx, the unexpected celebrity featured in BetMGM’s endless television advertisements. If you reside in a region where sports betting is legal, chances are you’ve been subjected to this commercial far too many times.
After getting vaccinated, we finally had the chance to reunite with my in-laws who traveled all the way from Florida to Virginia to visit my wife and me. Little did they know, an unexpected night of watching MMA fights was in store for them. However, I surprised them by using our pizza oven and enticing them with mouthwatering pies while they helped me keep track of the commercial spots during UFC 259. Lou and Linda proved themselves to be real troopers, no doubt about it.
Prior to the commencement of the main card of UFC 259 on PPV at 10 p.m. ET, the preliminary matches were streamed on ESPN+ at 5:15 p.m. and later broadcasted on ESPN at 8 p.m. However, when we reached the 8 p.m. prelims, the in-laws had already identified three BetMGM spots but found very few opportunities with DraftKings.
After one hour of the broadcast, I finally noticed the true highlight of the UFC-DraftKings deal: a clock.
The DraftKings clock arrives cageside
It can be exhausting to stay updated on the constant stream of new partnerships between sportsbooks and sports franchises. Almost every day, teams or leagues are announcing new deals that appear to do nothing more than label a company as the official something of the other.
However, DraftKings officials went against the norm by introducing a genuinely beneficial feature for UFC fight nights. Their attention wasn’t solely focused on the $350 million they paid to the UFC, particularly during UFC 259. It was instead the introduction of the “DraftKings clock,” as Twitter users promptly named it, that garnered significant attention.
When the UFC-DraftKings deal was announced last week, the gaming industry professionals analyzed the financial and branding aspects, while fight fans were primarily interested in this interesting detail.
During the UFC 259 broadcast, the “UFC Fight Clock” was not always visible to TV viewers, although the regular on-air graphic with the digital clock was sufficient. However, the DraftKings-branded clock is primarily designed for fighters, especially those inside the cage on fight night.
According to the official release,
In addition, DraftKings will assume the role of presenting partner for the UFC Fight Clock, an advanced time-keeping system developed exclusively by the UFC. This groundbreaking system, known as the UFC Fight Clock, employs cutting-edge technology such as highly adaptable high-definition screens to offer combatants and spectators the most precise time-keeping experience in the realm of combat sports. By seamlessly integrating the UFC Fight Clock into its production technology, the UFC ensures that competitors, fans, and officials inside the arena observe the same countdown clock for each round as those watching the broadcast.
Signing a deal, changing the game
Chances are, if you’ve witnessed MMA fights, you’re likely familiar with a common occurrence. This typically happens when a fighter desperately tries to ascertain the remaining time in a round of the match.
Do you still have enough time on the clock? If so, consider dedicating a bit more time to enhance your position and successfully execute a rear-naked choke. However, if time is running out, it might be more effective to unleash a rapid series of ground-and-pound strikes in order to prompt the referee to intervene before the round concludes.
In order to make crucial decisions, fighters need a simple and convenient way to know the remaining time in a round or a fight. However, for a long time, they would find themselves pinned against the cage, grappling on the canvas, or evading head kicks, all while desperately searching for a means to display the elapsed time. Frequently, their only option was to rely on an in-arena video screen located high up in the rafters.
However, during UFC 259, the fighters always had easy access to the official time. The clocks were strategically positioned at various points along the octagon’s perimeter, ensuring visibility regardless of the fighters’ positions.
The new feature received praise from both hardcore MMA fans and fighters alike.
The UFC, for some unknown cause, only decided to implement a straightforward yet powerful solution after securing a $350 million agreement with DraftKings.
A seamless UFC sponsor
Over the years, fans of combat sports have witnessed the UFC and other prominent MMA promotions present a series of dubious sponsors.
UFC broadcasts have often promoted brands that cater to various needs, such as food, drinks, energy, grooming, and even mail delivery of prophylactics.
Frequently, these commercials can be quite bothersome, constantly bombarding us. Occasionally, they manage to be amusing in an ironic way. On other occasions, they consist of UFC legend Chuck Liddell headbutting a wrecking ball to promote Duralast batteries.
Most of the time, however, the UFC commercials tend to be cringeworthy and easily forgettable.
Yet, throughout UFC 259, the integration of UFC-DraftKings advertisements was remarkably smooth. I didn’t feel overwhelmed or bothered by them in the slightest. The implementation was rational, impactful, and yet managed to remain mostly inconspicuous.
During the broadcast, DraftKings had a couple of live reads and tastefully incorporated graphics. As UFC announcer Bruce Buffer read the official fight results, a split-screen displayed DraftKings messaging. Additionally, there were informative tutorials to assist newcomers in placing bets or participating in free-to-play DraftKings games.
It wasn’t until the ESPN prelims that I finally caught a glimpse of the familiar 30-second TV ads for DraftKings. At that point, the BetMGM spots featuring Jamie Foxx had already become outdated news.
Choosing innovation over stale advertising
With an increasing number of US states embracing legal sports betting as a means to boost their revenue, sportsbooks are expected to intensify their advertising efforts. Brace yourself for a barrage of billboards, television commercials, newspaper ads, digital promotions, stadium signage, and direct mail, if you haven’t already been inundated by them.
However, as demonstrated during UFC 259, taking the time to think things through can yield positive results. Enhance the viewing experience by adding complementary elements, rather than exploiting it excessively. Introduce innovation and perhaps, as exemplified by the addition of a cageside clock, address a specific issue.
The UFC and DraftKings are committed to a long-term partnership with their five-year deal, and it’s definitely a wise decision.
“When the deal was announced, UFC President Dana White expressed that this is the most significant agreement we have ever made to enhance our connection with existing fans and attract new ones.”
The potential of legal sports betting to attract a fresh audience of fight fans is recognized by White, and the UFC as well as DraftKings are both placing their bets on this belief, with the latter investing millions in the hope of it being true.
However, as demonstrated by UFC 259, there are instances where a basic clock positioned next to the fighting cage steals the spotlight.
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