The Evolving Landscape of Combat Sports Marketing in 2023

I meant to write this blog post some time ago, but hey, better late than never! Throughout 2023, a lot has gone on in the fight game, such as the growth of crossover boxing, creators continuing to gain leverage with hardcore supporters, Search Engine Optimization (SEO) evolving across different avenues, and much more that we’ll dive into.

Search Engine Optimization Will Continue to Evolve in Its Inclusive Nature

As social media becomes increasingly saturated, it’s clear that these platforms are evolving into super apps. Whether it’s X/Twitter, YouTube, TikTok, or Instagram, users are stepping away from traditional search engines like Google to find information. For instance, when searching for nutritional, health, or exercise-related content, younger demographics are gravitating towards short-form channels like TikTok, YouTube Shorts, and Instagram Reels.

This shift presents a unique opportunity for the fight game to treat social media channels as audience search engines. While having a website remains crucial for promotions—serving as a core hub for fight dates, athlete rankings, and merchandise—there are several strategies to optimize social media for search:

• Pay attention to analytics: Create content based on popular searches.
• Lead content creation: Focus on upcoming events and trending topics your audience is engaging with.
• Keep channels updated: Ensure all marketing platforms reflect the latest events related to your brand.

Consider Leading Your Marketing by Content That’s Away from Your Niche

One of the most fascinating aspects of combat sports is its niche community, which allows for close interactions with influential figures. However, this niche focus can also pose challenges from a marketing perspective. The current culture in sports is increasingly about entertainment rather than just the sport itself.

Fighters like Ryan Garcia, Sean O’Malley, Jake Paul, and Tyson Fury have become superstars because they know how to entertain and capture attention. You don’t need to adopt an exaggerated persona; simply create content that promotes your brand while stepping outside your niche. Here are some methods to consider:

• Engage with fans: Film fans entering the arena and ask them about their food or drink choices, or quiz them on non-MMA-related topics. Promotions like Cage Titans have effectively executed this.
• Create relatable content: If you own a brand, consider sharing content about snacks fans enjoy while watching events, as Casuals Corner MMA does.
• Show your personality: Fighters can share playlists of songs they listen to while training or vlogs that showcase their lives outside the ring, similar to UFC fighter Arnold Allen’s YouTube channel.
• Capitalize on major events: Create content around significant happenings in other industries, like the Beyoncé Renaissance tour or the Olympics, that aligns with your marketing strategy.

Bitesize Content Will Continue to Thrive

Short-form content is dominating digital algorithms, making it essential for brands to utilize this format for optimal engagement. Here are some strategies to maximize your reach:

• Repurpose content: If you create a TikTok, share it as an Instagram Reel or YouTube Shorts (if it’s under one minute). Similarly, if you have long-form videos, extract impactful clips for short-form sharing.
• Highlight key points: Transform blog posts or newsletters into Instagram carousels or X threads that emphasize the most important information.

Educate Yourself on AI, VR & AR Tools That Can Influence the Content You Create

Artificial Intelligence (AI), Virtual Reality (VR), and Augmented Reality (AR) are increasingly shaping how we search for, consume, and absorb content. Search engines are becoming more inclusive, accommodating various audiences. For example, visual search and voice search are now available on multiple platforms.

There are numerous AI tools that can streamline your content creation process. For instance, Eleven Labs offers an AI voice generator that can transcribe text into different languages, which is particularly useful for promotions with international fighters.

In terms of AR, platforms like TikTok and Instagram have their own effects studios, allowing users to create unique effects. This can be particularly beneficial for fighters promoting upcoming bouts, as they can create engaging content tailored to specific locations or events.

Value and Build a Community That Endorses Your Brand

The rise of inclusivity across various platforms presents ample opportunities for community building. For example, X Spaces resembles Clubhouse, while Instagram Live and streaming platforms like Twitch and Kick allow for real-time engagement.

KSI’s Misfits Boxing has taken community building to the next level by creating a council of creators and influencers to discuss fight matchups. This trend of involving fans in decision-making is becoming increasingly prevalent across promotions, especially in the UFC and boxing. Here are some ways to engage your community:

• Host discussions: Use X Spaces to facilitate conversations with your audience on relevant topics.
• Live reactions: Stream live on Instagram or TikTok while watching fights or shortly after significant events related to your brand.

Influencer Marketing

Influencer marketing has been a consistent trend in the sports industry. The rematch between KSI and Logan Paul marked a turning point, propelling influencer marketing to new heights within combat sports. As a result, many fighters have started YouTube channels, and crossover boxing has become a hot topic, generating impressive viewership and revenue.

To optimize influencer marketing, consider the following strategies:

• Engage with influencers: As an upcoming fighter, connect with influencers outside your niche who share your interests through social media interactions.
• Curate content: Brands can enhance their feeds by sharing content from relevant influencers.
• Invite influencers to events: Promotions can benefit from inviting local influencers to their events, creating buzz and expanding reach.

And now that’s the final bell! Despite this being the fight game, it’s crucial to pay attention to trends across sports and entertainment, as they drive interest and engagement. If I’ve missed anything, feel free to reach out—I look forward to hearing from you!