Be Afraid: ProElite to Relaunch
Jake Rossen Feb 23, 2010
Brand is everything in business: when Lorenzo Fertitta got into the
fight game in 2001, he could’ve saved himself a few million and
started his own promotion instead of acquiring the UFC label. But
that was the trademark ubiquitous with MMA, and he knew it. It was
money well spent.
Thanks to a spectacular meltdown in late 2008, ProElite has become synonymous with inept promotion, talent development, production, and bungling in virtually every facet of promotion. This is a brand you would pay not to be associated with -- yet Stratus Media Group announced Tuesday that they had “assumed control” over the board of directors and management of the thought-dead company.
“A focal point of ProElite's live event promotions is Elite XC. Running its first show in 2007, it quickly became one of the most visible brands in mixed martial arts in the United States,” reads the release. “Prior to the sale of specific assets which produce ongoing financial considerations owed from Strikeforce and King of the Cage, ProElite recorded $13.5 million in MMA event and television revenues for the 18 months ended June 2008.”
While it’s true EliteXC enjoyed a brief stay on network television, any recognition came from the interest in Kimbo Slice and Gina Carano: the property itself was of no consequence to viewers whatsoever. ProElite appears to have control over a vast library of footage, and there may be value in repurposing it. But if Stratus believes their banner holds any sway over fans -- particularly with all of their recognizable draws signed elsewhere -- they are a new and special kind of delusional.
Thanks to a spectacular meltdown in late 2008, ProElite has become synonymous with inept promotion, talent development, production, and bungling in virtually every facet of promotion. This is a brand you would pay not to be associated with -- yet Stratus Media Group announced Tuesday that they had “assumed control” over the board of directors and management of the thought-dead company.
“A focal point of ProElite's live event promotions is Elite XC. Running its first show in 2007, it quickly became one of the most visible brands in mixed martial arts in the United States,” reads the release. “Prior to the sale of specific assets which produce ongoing financial considerations owed from Strikeforce and King of the Cage, ProElite recorded $13.5 million in MMA event and television revenues for the 18 months ended June 2008.”
While it’s true EliteXC enjoyed a brief stay on network television, any recognition came from the interest in Kimbo Slice and Gina Carano: the property itself was of no consequence to viewers whatsoever. ProElite appears to have control over a vast library of footage, and there may be value in repurposing it. But if Stratus believes their banner holds any sway over fans -- particularly with all of their recognizable draws signed elsewhere -- they are a new and special kind of delusional.
