DAZN CEO: We think there’s an opportunity to take on the UFC

New technologies create massive opportunity. Over the top (OTT) video is video transmitted via the Internet, bypassing traditional cable. You used to watch shows on for example ABC or HBO. Now you watch them on Netflix and Hulu.

The UFC makes the bulk of its revenue from FOX television, pay per views, and asses in seats. Next year the ESPN+ app will add a flow of revenue via OTT. Bellator MMA is expediting the process in a deal with Perform Group’s sports streaming service DAZN (pronounced Da Zone) which aims to be The Netflix of Sports.

On Tuesday Bellator President Scott Coker and DAZN CEO James Rushton spoke exclusively to Fight Sports, and made clear they want to be #1 in the MMA space.

We think there’s an opportunity to disrupt, change the landscape, to invest in MMA, and take on the UFC, being brutally honest. And that’s what we’re here to do today.”

“UFC is a great franchise. It’s an unbelievable product. There’s no doubting that. But so’s Bellator.

The difference between the two is, there’s so much room for Bellator to grow. It’s a brand and an organization that’s on the up. And I like picking winners that are going that way – up and to the right. These guys in this business is definitely doing that.

“Secondly is, we have a real synergy with the way we think about fans. The last few months the conversations with the entire team have been really positive, about what they think their fans want and need, and what we think about providing that. Our business is not against pay per view, we think that it’s not the way for MMA to grow, and we believe our way is the way forward.

“What excites me about fight sports and fans in the US is the numbers – 50 million active fans of fight sports, mixed martial arts, in the US. About 45 million of pure boxing fight fans. 35 million crossover. That’s a small to medium sized country in Europe. There’s a active fanbase there that we can go after. And what really excites me is a great big fanbase, and we believe they’re not underserved, but they’re not overserved. And there’s a way to add value to the way the sport is packaged and sold to them.”

There are 330 million people in the USA. Approximately 63% are 18-65. Of those, roughly half or around 100 million are male. The price for the DAZN app has not been fixed, but will apparently be under $200 per year, or under $17 per month. How many of your friends will spend say $15 month to watch Bellator and boxing? There’s a lot riding on the question.