The Fall of Bellator MMA: Exploring the Promotion's Decline and Future

The Fall of Bellator MMA: Exploring the Promotion's D...

By Oliver Wiener August 25, 2024 12:40

Photo by Lucas Noonan/Bellator MMA

Bellator MMA, once thought of as the No. 2 in mixed martial arts globally, has had some rough days lately. In this deep dive, we will cover how Bellator came to be in the predicament it is in now and look towards what's coming and what it means for them going forward in comparison with other promotions on the professional MMA scene.

Bellator's Struggles

Loss of Key Talent

One of the things that set Bellator back during its fall was an exodus to other organizations like the UFC, taking some top-tier talent. Mainstream fighters such as Michael Chandler, former UFC lightweight champion Eddie Alvarez, and current middleweight standout Gegard Mousasi have all left the Viacom-owned promotion for greener pastures in recent years. This talent exodus has made it progressively more difficult for Bellator to keep pace with the UFC and draw viewers.

Inconsistent Event Scheduling

Bellator has been inconsistent in being televised outside of its major events and taking long breaks between shows. This inconsistency makes it difficult for fans to follow consistently or with solid viewership, and as a result, many MMA fans have lost interest.

Errors in Marketing and Promotion Strategy

While Bellator has done a solid job representing itself in the grand scheme of running events and making fights, it's struggled with selling these cards and giving fans great reasons to tune in. It has received criticism for poorly marketed marketing strategies and its inability to showcase the unique personalities of its fighters and their stories.

Turnover in Management and Organizational Instability

There have also been a number of high-level shifts at the promotion over recent years, with Scott Coker coming in to replace founder Bjorn Rebney as president. Coker ultimately brought a lot of experience with him from Strikeforce, but the organizational situation appears to be muddled and possibly confusing decision-making.

Present State and Challenges for Bellator

Decreasing Viewership and Shrinking Market Share

Ratings for Bellator, in general, have been on the decline, with recent shows no longer pulling the big numbers they once did for their Spike TV broadcasts. The viewers of Bellator are increasingly turning it into a bad thing for sponsors and revenue.

Roster Depth and Quality

Though it still has a few really good fighters, Bellator is slower and gets cheeks than its counterparts. The promotion has struggled to make new stars. It is constantly trying to build new stars and create compelling matchups, but more often than not, the fights just don't seem that interesting.

Health of Other Promotions

One Championship is expanding rapidly, thanks in large part to its recent investments from venture capital firms beyond the U.S. And now, as another competitor with a focus on MMA after coming under new ownership last year, The PFL will reportedly have a bigger budget for fights than Bellator by next summer. That has drawn some high-level competitors as well up and comers to the less than consolidated number two promotion behind the UFC, making it just a tad bit tougher for Bellator

Financial Constraints

This has surely hindered Bellator from increasing its roster and marketing reach and from quite possibly producing better events. Financial circumstances make competing with major organizations such as UFC regarding resources more complicated.

Options for Bellator Moving Forward

Focus on Talent Development

Bellator could focus on talent development and really support its scouting directors by signing top prospects. This could help the promotion set itself apart from the competition and cultivate fan interest for mainstays with a built-in assembly line of homegrown talent.

Innovative Event Formats

It's a single idea, but perhaps there is some level of experimentation that Bellator could opt for to differentiate itself from other promotions. Whether that comes in the form of tournaments, cross-promotional events, or themed fight nights that fire fans' imaginations and get mouths wagging around all rounds, there are more options on the table to create a buzz within the community.

Improved Digital Footprint & Content Strategy

Building a comprehensive digital presence and long-term content strategy will also improve Bellator's ability to interact with fans between events. That might mean behind-the-scenes videos, top-10 lists of the promotion's best fighters, and fun and interactive elements that keep fans tied to the company when its events are not happening.

Rebranding and Repositioning

If done correctly and comprehensively, this rebrand could redefine Bellator in the MMA landscape. It would likely involve a complete re-tooling of the visual identity, messaging strategy, and positioning to convey what is special about Bellator and compels fans.

What to Expect From Bellator

Short-term Challenges

In the interim, Bellator will have its work cut out for them if they wish to re-surge as a true contender in the MMA landscape. Implementing strategic changes amidst financial challenges, talent retention, and competition from other promotions.

Potential for Resurgence

Bellator, however, isn't exactly dying yet and could still achieve a revival by implementing some of the above strategies. The promotion can get back on its feet and create new things off a brand it has built for years in the sport.

Long-term Prospects

Ultimately, the future for Bellator will be defined by how well they adjust to the changing MMA environment as their long-term market share contracts.

Perhaps as a cautionary tale in the wild world of professional sports promotion, Bellator MMA has slipped. The organization is in a tough spot, but there are ways out that could spark momentum. The weeks and years to come are critical for determining whether or not Bellator can show that it has evolved, progressed, and seized its place amongst MMA's elite. How Bellator navigates them will decide its future within the sport as it expands.

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