Southwest Shine: Ronda Rousey’s Star Power Lit Up the UFC Stage At SXSW

By Raphael Garcia

The UFC is pushing hard to break into what is considered the “mainstream” of pop culture. As stars such as Ronda Rousey break out in the movie industry, the promotion itself continues to search for new ways to build its brand. Last week the promotion took its biggest star to South By Southwest, also known as SXSW. This festival is one of the biggest events in the entertainment industry each year, and this time the UFC Women’s Bantamweight Champion helped push the promotion to a bigger crowd. That step is exactly what the UFC needed in a year that has started off with a growing wealth of momentum.

Looking at the description of the UFC panel during SXSW, it is clear that this was a big point. While Rousey is always going to draw attention with everything that she does, she was able to bring others into this space to almost share the spotlight.

Jessica Eye joined Rousey, UFC President Dana White, and Allison Glock from ESPN to answer a number of questions about not only women in mixed martial arts, but women in sports and entertainment as a whole. We live in a world in which athletes are seldom praised for speaking their mind on world issues, but in this situation Rousey was lauded for her comments on the topic.

Mike Snider of USA Today covered her appearance on the panel and called her a “popular draw” during the event. During this panel, both White and Eye were given the opportunity to raise their stock by being in her presence. Of the two, Eye perhaps has the most to gain from this position.

As the women’s bantamweight division continues to flesh itself out, her time with Rousey, and being linked to her at such an event, could help her build a case for an eventual shot at the champion. Eye was mentioned after Rousey’s latest victory over Cat Zingano at UFC 184, but nothing has been confirmed. However, she expressed her desire to fight the champion while in front of the microphone at SXSW. That was the perfect move for a fighter looking to expand her reach within the sport.

White will consistently be reminded of his famous stance that women will never fight in the Octagon. Rousey singlehandedly changed that position in a manner that has opened up the door for all of the approximately 60 women that are now on the promotion’s roster.

“Without her, I wouldn’t be here,” Eye said during the panel. “I wouldn’t be sitting here without the movement that she’s created.”

Even successful women in other sports recognized the change that Rousey has sparked with her success.

“What she is doing for sports is amazing,” said Claressa Shields, who is the the first American woman to win gold for the US in the Olympics. “She’s an example for women in combat sports and women everywhere.”

Rousey’s continued rise to stardom is not a new story. With Entourage, Fast and Furious 7, and other movie projects on deck, that situation isn’t going to change anytime soon. However, it is interesting watching the UFC latch itself onto her rocket and take the trip with her into space. The promotion that at one time seemed to hamper the public growth of its fighters has learned how to embrace it. Hopefully the appearance at SXSW is just a start.