|Star Power! Okay, so it's an unrelated image.|
UFC’s Ability to Build Stars Hindered by Myriad of Perplexing Problems
The discussion surrounding the realization that the UFC is experiencing a decline in their pay-per-view business from last year to this year has been exacerbated by the recent low point of UFC 136. The card, headlined by a UFC lightweight title showdown between Frankie Edgar and Gray Maynard, produced an estimated 250,000 buys, which makes it one of the worst PPVs in terms of revenue of the year. It was, however, one of the best cards in terms of action and entertainment value. It simply didn't have the star power or promotional power to garner more interest from fans.
The blame can't solely rest on whether Frankie Edgar and Gray Maynard pander to the cameras. The UFC's marketing machine didn't promote an emerging star in Chael Sonnen at all in the lead-up to the fight, likely a decision based on the fact that his opponent, Brian Stann, was an American war hero who was immune to verbal jabs. Sonnen's own out-of-the-cage legal run-ins with the law were also probable reasons to keep him a low priority in the event's promotion....
Read the full article here: http://www.bloodyelbow.com/2011/10/21/2505085/ufc-fox-build-stars-perplexing-problems