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Australia’s Weekend Boom
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Australia’s Weekend Boom

Australia’s Weekend Boom

Jake Andrusko / Contributor

When you think about the continent of Australia, what are some of the first things that come to your mind? Kangaroos? The Outback? Great white sharks? What about Steve Irwin? Would you ever think of UFC fighters and bodybuilders? Well that is who you would have found walking about Melbourne and Brisbane this past weekend.

Coming off the Arnold Classic hosted in Columbus, Ohio as a part of the Arnold Sports Festival, the next stop for the expo was in Melbourne, Australia. Showcasing anything and everything fitness, the Arnold Classic has always been a major opportunity for athletes, clothing brands, supplement companies and other various industries to put their name on the map. Given the ability to connect with a different region of the globe on a personal level grants companies with countless returns.

For the UFC, this was also a chance to capitalize on continuing to expand the brand given some new exposure. As there are only a handful of official UFC fights each year that are held in Australia, it is of the upmost importance that they are prepared to make the most of the opportunity to retain and gain their Australian fan base. From corporate sponsors down to the fighters themselves, the UFC looks to execute a strong media and social media campaign and continue to activate their brand, from every aspect, at a high level. Keeping this strategy up while they are in Australia gives them the capability to increase their popularity immensely.

Of course there were winners, and those who wish they could have had another shot to impress the audience, but between the UFC fight night in Brisbane and the Arnold Classic in Melbourne, there was one winner above them all: the Australian economy. The Arnold Classic, alone, draws crowds of tens of thousands of people attending the expo. The same holds true for Saturday’s UFC event. It was estimated that UFC fighters and staff alone took up more than 700 nights worth of accommodations in hotels in Brisbane, and the event as a whole was estimated to generate around $20 million for Brisbane’s economy. When taking into account the sheer volume of people attending these events, their accommodations, travel, food, and living costs, Australia was clearly victorious.

With the amount of capital that is capable of being made in these mega weekends, it will not be surprising when more and more cities and countries seek to schedule more major events such as these within a calendar year. It seems New York has hopped in at the right time, agreeing to legalize MMA, the UFC has promised the state at least four fights a year for the next three years, guaranteed to bring huge financial gains to both economies. As well, for companies, the potential for sponsor growth, league expansion, and overall brand exposure to different parts of the world is too great to not consider in planning such events. Let Activ8Media help!

Activ8 Media is an industry-leading digital marketing agency specializing in brand activation, sports marketing, UFC advertising and social media businesses, athletes and entertainers.

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