TapouT defends sponsorship level at UFC 125

A recent piece at MMAPayout.com nioted a diminished TapouT presence at UFC 125.

Thanks to our Twitter following, it was pointed out that Tapout was no where to be seen on this card. We haven’t seen a whole lot from Tapout since UFC 118 in August. ABG acquired Tapout, along with Hitman and Silver Star, late last year. I suspect the absence of these brands is the result of an on-going negotiation to renew and expand the official clothing deal that Tapout holds. The UFC-Tapout partnership has been mutually beneficial and I’d expect a renewal to get done shortly. The only way it doesn’t happen is if the UFC can swing something with an even larger athletic apparel company like Under Armour (the brand fit is incredible and could be an excellent strike for UA in its on-going battle with Nike and Adidas). However, I don’t have any solid information to suggest there have been any substantive talks.

Then an employee of the leading sponsorship management team rebutted the piece:

From: ChaseKmma

Albrecht Management, Agent Supreme

Member Since: 5/6/10

Posts: 8

Mike Brown, Leben, Soto…

3 sponsorships is far from nowhere to be seen, silly article

Then author Kelsey Philpott clarified:

From: KPhilpott

MMAPayout.com, Managing Editor

Member Since: 7/22/08

Posts: 43

I apologize for the poor wording of this section. I’d only meant to convey that Tapout wasn’t visible from an official capacity, but I did miss the octagon signage at the top of the bumper. The correction has been made.

Nonetheless, my larger point stands in that Tapout has been much less visible or involved in UFC broadcasts since the ABG acquisition. It’ll be interesting to see what happens in the next few months.

This in turn was rebutted by TapouT’s own Skyskrape:

From: SKYSKRAPE

Member Since: 8/9/07

Posts: 85

Nonetheless, my larger point stands in that Tapout has been much less visible or involved in UFC broadcasts since the ABG acquisition. It’ll be interesting to see what happens in the next few months

“much less visable”!!!!!!!????!!!??!!???? The center of the octagon for the first time ever is less visable? I love you guys! Hahahaahaa awesomeness! Phone Post

Finally Philpott again responds:

From: KPhilpott

MMAPayout.com, Managing Editor

Member Since: 7/22/08

Posts: 44

I’m not looking to get into a war of words, but I will defend my point. Let’s take a look at the facts. Since the sale was announced:

UFC 119: no mat or octagon signage

UFC 120: no mat or octagon signage

UFC 121: no mat or octagon signage

UFC 122: center mat logo, with octagon support and top bumper signage

UFC 123: side mat logo, no octagon signage

UFC 124: side mat logo, top bumper signage

UFC 125: no mat, but octagon top bumper signage

UFC 122 was obviously quite solid, but it’s been tremendously inconsistent beyond that. I’ve also noticed a decreased presence on UFC.com (although this is in part due to the website revamp that’s eliminated a lot of the inventory) and the absence of the Tapout “Submission of the Night” award on a few occasions. Moreover, if you combine this lack of activity with the fact that competing brands like Affliction have had a growing presence over the last few months (both in the cage and at UFCStore.com for example), you start to consider the potential confounding effects on Tapout’s association with the UFC in the mind of the fan.

It’s nothing to get into a panic over, but it’s worth talking about from a business perspective. What is happening: good, bad, or indifferent? How can we make things better? The moment we start dismissing these types of conversations is the moment the sport starts to stagnate.

I mean, really, if someone like me is watching these events and missing the top bumper signage, then what type of awareness is being generated in the casual viewer? It’s definitely a point that leads to good, productive discussion.

Tapout has done a good job of activation in the past and I suspect they’ll do a good job in the future. However, the last few months have been a little curious.