The UFC has established itself as the main stage of mixed martial arts and the center of the MMA world. But as other competing organizations have come and gone, Bellator has somehow found a way to remain a major source of entertainment for fight fans. After Bellator 138 it became clear that the promotion will do all it can to garner fan support. Still, one must wonder whether or not this promotion is truly a viable option for the fighters.
Although Bellator 138 showcased spectacle more than sport, it should be considered a major success. The event produced record ratings for Bellator on Spike, as it brought in an average of 1.6 million viewers and a peak of 2.1 million viewers during the Kimbo Slice vs. Ken Shamrock main event.
This night of fights also gave the organization the opportunity to showcase major names like Patricio Freire, Daniel Straus, and Michael Chandler. These men put on highlight-reel quality performances that will surely help them garner more attention in the future.
With the recent announcement of the Tito Ortiz vs. Liam McGeary light heavyweight title bout and four-man tournament that features Emanuel Newton, “King Mo” Lawal, and Phil Davis, Bellator is putting forth the best product that it can at this point in time. In doing so, the organization is developing into what may become a second option for big name stars in the sport. There are a number of factors behind the promotion’s momentum.
First, developments following the announcement of the UFC deal with Reebok have created a firestorm that many believe the UFC was not ready for. Placing limits on a major source of revenue for fighters will hinder the amount of money that fighters make in the long term. These athletes are aware of that. And those for whom business sense informs their decisions are considering making the move to Bellator for that reason.
The signings of Davis and Ed Ruth are just two examples of that. Former UFC Lightweight Champion Benson Henderson was also rumored to be considering a new deal with the Viacom-owned promotion. It will only be a matter of time before a significant number of individuals are pondering signing with Bellator.
Second, there are additional opportunities that are available in Bellator that aren’t around in the UFC. For example, Bobby Lashley is someone who has prospered in the role of professional wrestler and sometime MMA competitor. He’s a major name for Impact Wrestling and a viable component of the Bellator heavyweight division. In addition, Spike’s relationship with GLORY kickboxing has given rise to opportunities for fighters like Paul Daley and Tyrone Spong to pursue careers in two sports simultaneously. Surely someone like Alistair Overeem, who has done so in the past, would be tempted by the opportunity to compete for gold in both Bellator and GLORY.
Third, there is the fact the competition in such a space as a sport breeds the possibility of contract negotiations. If Viacom creates an atmosphere in which fighters can become stars in this sport at the same level they would by signing with Zuffa, contract negotiations would be interesting to watch. If fighters such as Henderson and others can create a bidding war for their services, then that will increase their value in the marketplace.
Bellator 138 was an entertaining showcase of the spectacle that mixed martial arts can become. Remember, PRIDE was built in the same way when it became the first major promotion in the sport. Bellator has an opportunity to mimic that structure and to grow into a viable second option for fighters everywhere.
Bellator 138: Unfinished Business took place on June 19, 2015 at Scottrade Center in St. Louis, Missouri.
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