At UFC 128, Jon “Bones” Jones became the youngest-ever UFC champion, decimating the vastly experienced champion Mauricio “Shogun” Rua. Is he the man to lead MMA into the mainstream?
The search for “crossover”
They call them “crossover fans” and they’re the holy grail for any network showcasing a pay-per-view sporting event. Networks know that if they get their marketing right, the hardcore loyal support will always tune in.
If that product then starts to attract more casual viewers, intrigued by what they’ve seen in the media, that’s when networks know they’re onto something special.
The Baddest Man on the Planet
Arguably boxing’s most famous “crossover” moment came on November 22, 1986. A young fighter from Catskill, New York had attracted a blaze of media attention with a phenomenal winning streak, kayoing 25 of his first 27 opponents. And at the age of 20 years, 4 months and 22 days he stepped into the ring to face the experienced Trevor Berbick for the WBC title.
His name, of course, was Mike Tyson. Within five minutes “Iron Mike” had dispatched Berbick to the canvas a with a trademark display of ferocity. In doing so, he became the youngest heavyweight champion of the world in history.
Tyson subsequently became one of the most recognisable faces on the planet. With a media profile that portrayed him as a fearless, snarling predator, he reignited interest in a heavyweight divison that had been floundering since the retirements of legends such as Ali and Foreman.
Whilst his subsequent fall from grace has become the stuff of folklore, the “Baddest Man on the Planet” is greatly missed by the boxing fraternity. The Klitschko brothers dominate a poor division characterised by slow, predictable main events. Fans and pundits alike are crying out for another night like that one in November ‘86.
But 25 years on could it be that Mixed Martial Arts, rather than boxing, is celebrating its own “Tyson” moment?
The dawn of “Bonesmania”
It’s fair to say that the UFC has been searching for their own poster boy to really push them into the public consciousness. In recent times PPV rates have risen, gates have sold out and main events have matched any of those offered by boxing. Yet still MMA is regarded as a niche sport.
Inspirational president Dana White continues to innovate to help the UFC grow. He engages passionately with fans on his twitter account. In recent times he’s posted live fights on facebook. And in an attempt to attract those crossover fans, he let boxing legend James Toney compete in the Octagon.
But no-one builds a brand like a champion.
On March 19, Jon “Bones” Jones became the youngest ever title-holder in UFC history defeating the vastly-experienced Mauricio “Shogun” Rua to win the light-heavyweight strap. It was the culmination of a streak of impressive wins that had captured the imagination of UFC fans.
Jones allies his unquestionable athletic gifts (he has the longest reach in UFC history, an astounding 215cm) to a pulsating style. Like Tyson, “Bones” has cruised through the big names in the division with ease. Jones was feted Breakthrough Fighter of the Year at the World MMA Awards in 2010.
As a triumphant Jones basked in the glory of his victory, commentator Mike Goldberg stated “we are looking at the present and the future of the UFC”. He wasn’t just towing the company line. He was echoing the thoughts of many MMA fans anxious to see their sport get both the credit, and the attention, it deserves.
Exciting style
Detractors of MMA have often decried the “lay and pray” style of ground-based fighters as a barrier to acceptance by the mainstream. They argue that technical grappling is too unedifying a spectacle to the casual fan. It will never match the adrenalin rush of a toe-to-toe war that great boxing contests can produce.
But Jones offers a counter to this. His style is both exciting and unpredictable. Against Rua he showed a dazzling array of low-kicks, side-kicks and elbows during the stand-up that had the crowd on its feet. And when the fight did go to the mat, he was both busy and brutal.
Marketability
Jones also offers sheer marketability. Aside from a remarkable nickname, he has that X factor that helps a champion become a media personality.
Days after winning the belt he won plaudits for his appearance on the Jay Leno show. In a textbook piece of PR, he revealed how on the day of the fight he actually foiled a robbery. Jones dashed from a nearby park to pursue a mugger, tackling him and then waiting for police to arrive. Before anyone makes accusations of Max Clifford-esque spin doctoring, this entire story was backed up by the police and the victim.
The moment of truth
And now the hype builds towards Jones’ first defence of his title.
And it’s a marketer’s dream.
Jones will defend against former best-friend and stablemate “Suga” Rashad Evans. Both Evans and Jones trained out of Grag Jackson’s legendary training camp in Albuquerque, New Mexico.
Throughout their respective careers both have stood firm on the conviction that they would never fight each other, no matter what the UFC said. However, an interview that Jones gave just weeks before the Rua fight seemed to soften that stance. A crack appeared in their relationship. That crack has developed into a full-blown rift. Evans walked out of the Jackson camp amid claim and counter-claim of betrayal and disrespect.
This is a human story that has elements of everything – friendship, betrayal, jealousy and rivalry – to capture the imagination of casual fans.
Surely the UFC will never have a better moment to capitalise on its popularity and enter the mainstream.
When we see the viewing figures for Jones vs Evans, we’ll know if “Bonesmania” was a false dawn, or the start of something truly special.
