FOX Exec Hails Relationship With The UFC as ‘The Gold Standard’ As Ad Business Booms

In recent times we’ve frequently heard UFC President Dana White wax lyrical about the relationship the company has with FOX, and it appears the feeling is mutual.

In a new article over at AdWeek titled, ‘Let It Bleed: UFC Is Big Business Over At FOX’, the networks Vice President of Ad Sales Peter Vesey is full of praise for the two men at the UFC’s helm.

“Our relationship with [UFC president] Dana White and Lorenzo [Fertitta, chairman and CEO of UFC parent company Zuffa] is the gold standard,” Vesey says.

Why are FOX so upbeat?   Well the fact that they sold out all their advertising spots for last Saturday night’s ‘UFC On FOX 6’ event ahead of schedule, doubling their number of advertising partners in the process may have something to do with it.

These are marquee additions too with the likes of Coca Cola, Chrysler, Geico Auto Insurance and DirecTV joining other familiar brands like Bud Light who already benefit from advertising with the UFC.

Brands like these are particularly interested in the UFC due to the young demographic that the promotion is able to deliver on FOX, with the median age of the audience for the UFC’s shows on the network being 36, the lowest for any major sport on TV.

This is all good news for FOX who are able to cash in on the demand, with a spot on the ‘UFC On FOX’ broadcast likely to cost over $100,000, at least double what the network charges on a regular Saturday night.

AdWeek’s article was written ahead of last weekend’s event and while final numbers aren’t expected to be released until later today the overnight ratings showed that the UFC have at least kept pace, and quite possibly bettered the audience they pulled in for ‘UFC On FOX 6’ which suggests that the good times are going to continue to roll for the time being.


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