What Lorenzo Fertitta, Frank Fertitta and Dana White have done is simply amazing. 

Taking a sport from being referred to as “human cock-fighting” to the point where everyday fans know, and understand, the fundamentals of jiu jitsu, muay thai, western boxing, collegiate wrestling, judo and a number of other arts is simply amazing.

Re-introducing the masses to martial arts is amazing.  Introducing what has become its own art, MMA (mixed martial arts) is amazing.  Creating a mainstream product, with mainstream sponsors, out of a combat sport is amazing.

The most amazing thing of all?  It could all come crashing down and fall back into the genre of pro wrestling very, very quickly.

MMA (mixed martial arts) has become a phenomenon for any number of reasons, none of which include it being a blood sport:

1. Size doesn’t matter as much as skill. (Royce Gracie)

2. Cocky, arrogant behavior is NOT necessary. (Georges St. Pierre, Anderson Silva, Randy Couture)

3. Discipline and training matter. (Pat Militech, Matt Hughes, Chuck Liddell)

4. Respect matters. (99% of MMA fighters voluntarily touch gloves after the bout has began; see myriad fighters pay respect to trainers before entering)

Saturday night all of that was threatened by the communications actions of one athlete - the new heavyweight champion of the UFC, who in less than 180 seconds offended one of the organizations largest mainstream corporate sponsors, made a crude reference to his wife, antagonized the crowd and antagonized his defeated opponent:

Following the bout, Lesnar got in a bloodied Mir’s face and said, “Talk all the shit you want now,” before flipping off the sold out crowd at the Mandalay Bay Events Center.

During his post-fight interview Lesnar said, “Frank Mir had a horseshoe up his ass, I told him that a year ago. I pulled that son of a bitch out and beat him over the head with it.”

If that wasn’t enough, Lesnar went on to cut up the UFC’s largest sponsor, Bug Light, saying, “I’m going to go home tonight and I’m going to drink a Coors Light. That’s a Coors Light because Bud Light won’t pay me anything. I’m going to sit down with my friends and family and hell, I might even get on top of my wife tonight.”

What does this have to do with communications? Everything.

This organization is run by absolute marketing masters and is dominated by athletes who have spent entire lifetimes honing crafts and spend anywhere from 6-10 hours a day training to be the best.  The best means getting to center stage, a Pay Per View event, where tens of millions of people watch.  Then, win or lose, the athletes are interviewed, again watched by those same tens of millions of people. 

This leads to the Brock Lesnar moment this past weekend.  Brock’s statements were completely out of line; however they do indicate a growing problem I have witnessed for the UFC — the post fight interview. 

The same athletes would NEVER be sanctioned to participate in an event like a professional MMA fight with no training.  However these same fighters appear at pre and post interviews, and press events, with what appears to be little or no training, time and time again.

I understand that there is an element of showmanship involved, however two of the most popular UFC competitors ever, Randy Couture and Chuck Liddell, were known for lack of histrionics. 

Brock Lesnar is a world class athlete who has won an NCAA national wrestling championship, following in footsteps of great wrestlers who have become great mixed martial arts competitors.  He accomplished this through thousands of hours of practice and training. 

How can he be expected to communicate a clear, compelling message with no training and no practice?

The UFC should institute a communications training program for its athletes today, working with its world class athletes and helping them to become stronger communicators with compelling messages. 

Communication skills matter.

* Thank you to author, thinker (philosopher) and friend saKiya Sandifer for the transcript tip

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