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Fri Jan 09, 2009 11:10 am EST

Affliction focusing on the wrong message

By Steve Cofield

Affliction still hasn't learned the lesson. It shouldn't be that hard to pick up on it. EliteXC laid out the blueprint of what not to do. Yet you see Affliction making the same mistakes. Stop trying to compete head-to-head with the UFC. Be Affliction. Put on good fights and promote the hell out of the cards. Survival is based on grabbing the dollars and eyes of casual MMA fans.

Makes sense, right? Yet during the recent Affliction teleconference to preview Affliction 2 on Jan. 24, COO Michael D. Cohen wasted his time extolling the virtues of the company:

"There is no doubt in our minds that ultimately Affliction will be the Q-Tip of the mixed martial arts world. We will become the premier company when it comes to the fighters."

Click below to listen to Cohen's comments:

What's the point? Make sure you listen as PR person Kelly Swanson follows Cohen's comments with a confused tone. Cohen is directing his "guarantees" of success to 30 media guys on a conference call. He seems pre-occupied with constantly telling fans, "we're legit, we're legit." Fans buy fights, they care about the rhetoric.

Cohen also said, "many media members have said this event is destined to be the MMA event of the century." Can you name one media person/blogger who's said that? Tom Atencio clearly gets it but for some reason Cohen felt he needed to trump him several times throughout the presser. Cohen is a lawyer from the Trump camp

Just put on good fight cards, we'll be there and so will the fans.

It was also interesting to hear Atencio's refusal to give out pre-event ticket sales. When pressed on the issue by MMAJunkie's John Morgan, Atencio would not confirm or deny that reports of just 1,500 tickets sold were accurate.  

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71 Comments

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  1. athsquare
    1. Posted by athsquare Thu Sep 03, 2009 2:59 pm EDT

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    ummmmmm yea NO.... That cat is so desperate to spin his company into a major force he is dillusional...
  2. Phil C
    2. Posted by Phil C Thu Sep 03, 2009 8:09 pm EDT

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    MMA event of the century?
    they'll be lucky if it's the MMA event of the week.
  3. Darkness!
    3. Posted by Darkness! Thu Sep 03, 2009 4:45 pm EDT

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    "MMA event of the century? they'll be lucky if it's the MMA event of the week."
    LOL- good one Phil.
    Affliction sucks- period. Since we already have a blog predicting breakout fighters in '09- I'll go ahead and predict the downfall of Affliction as an mma promotion- MAYBE halfway through the year.
  4. Darkness!
    4. Posted by Darkness! Thu Sep 03, 2009 4:45 pm EDT

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    MAYBE.... if they're lucky.
  5. Darrell S
    5. Posted by Darrell S Thu Sep 03, 2009 3:49 pm EDT

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    They make some badass shirts tho.
  6. athsquare
    6. Posted by athsquare Thu Sep 03, 2009 2:59 pm EDT

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    Everybody that buys the shirts dont train AT ALL... I see guys with affliction shirts on and go up to them and say hey whats do you train MMA I see your affliction shirt and they always say NO like some lame groupie losers trying to look like they are tough in a bar for chick so they wear affliction shirts... I will take Gameness ANYDAY they are plainer but I have NEVER seen anyone wear a Gameness shirt who doesnt actually train MMA or at the very least train jiu-jitsu.
  7. athsquare
    7. Posted by athsquare Thu Sep 03, 2009 2:59 pm EDT

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    which shirts are you talking about Karl affliction or Gameness????
  8. Farthammer
    8. Posted by Farthammer Thu Sep 03, 2009 3:07 pm EDT

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    I don't get why everyone hates on the actual fights they have. The guys behind the promotion, sure. But when you have Fedor, Arlovski, Barnett, Babalu, Belfort, Rothwell, and Nelson....there's going to be some good fights. I don't see why it's a good thing that all the UFC's competition is failing.
  9. Darrell S
    9. Posted by Darrell S Thu Sep 03, 2009 3:49 pm EDT

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    Why should fighters only be able to wear the shirts? Should only football players wear the jerseys that are sold in every sport shop in America.
    Karl A
    if I remember correctly I remember seeing in another blog you are 43, so I could see your point of view about the shirts. But to the men in the 20's and early 30's (thats me) they are the style. I like the tribal look that alot of their shirts have. I don't particularly care for the one pictured above, but they do have cool shirts. Come on man didn't you wear the trendy $hit of your time, back when you were in your 20's?
  10. Nutcracker
    10. Posted by Nutcracker Thu Sep 03, 2009 8:22 pm EDT

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    athsquare. Affliction was a clothing line first, not an MMA promotion. So they may still have some very out of fashion tards sporting their gear.. I enjoy all the trucks in my area with big Tapout stickers and then some fat ass gets out of the car, or often a woman. Do you think any legit fighters drive around with Tapout crap all over their car?? These people are like mullets.. In a few years they will be fodder for jokes. To me, they already are.
  11. IDGAD
    11. Posted by IDGAD Thu Sep 03, 2009 8:27 pm EDT

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    I sleep in my Affliction nightee.
  12. Darrell S
    12. Posted by Darrell S Thu Sep 03, 2009 3:49 pm EDT

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    Well I'll be damn, I guess people that support the sports they like are all just dumbass' Do you not buy anything to support your favorite football team, boxer, race driver, basketball player, or even presidential candidate? If you have then your the tool your calling everyone else. If not then I guess your the coolest guy on the planet. Kuddos to you!!!
  13. Nutcracker
    13. Posted by Nutcracker Thu Sep 03, 2009 8:22 pm EDT

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    Darrel. s. actually no i dont really buy stuff from teams and or fighters i like. it is cute on a kid, but on a grown man?? if i like say, randy couture, should i wear a shirt with his face on it?? i cant get into the fanboy syndrome.. if i enjoy an affliction card, i still cant stomach their product, nor would a good affliction fight card change my aesthetic propensity to not wear their gear.
  14. Darrell S
    14. Posted by Darrell S Thu Sep 03, 2009 3:49 pm EDT

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    You know Nutcracker, I think I saw a Tapout sticker in Rampages window when it was on the news. HAHA, don't go searching that was just a joke.
  15. Darrell S
    15. Posted by Darrell S Thu Sep 03, 2009 3:49 pm EDT

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    Well $hit I must be a tool. Guess I will have to throw out my Romo jersey and affliction shirts, all my texas longhorn jackets and shirts, sweatshirts. Hell thats my whole damn wardrobe. Oh well I think I will just walk around and look like a tool. Suits me just fine. :)
  16. Brian
    16. Posted by Brian Thu Sep 03, 2009 3:06 pm EDT

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    Affliction is trying to shoot themselves in the foot. Keep your mouth shut and focus on getting more fighter from different weight classes and build a solid base of fighters. I've said this before, they only have quality Heavyweights, but they cant throw the same guys in against each other time after time. UFC is popular because of its figther base. The top guys fight 2-3 times per year and they have enough talent to run shows every month. Affliction can only put on a fight card when Fedor is available and that gravytrain will run out. And the idiot who said only fighters should were the affliction shirt, dumbass, if only fighters wore the shirt the company would go out of business. Most fighters I know don't make enough money to shell out $40-$50 for a t-shirt. Affliction is marketing their crap to FANS of MMA not fighters. Fans buy shirt, fighters don't.,
  17. vudusup
    17. Posted by vudusup Thu Sep 03, 2009 10:38 pm EDT

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    I think the shirts are kinda lame looking, but that's my personal opinion. I don't judge people wearing them any more harshly than I would any other person with a different fashion sense (or lack thereof) then me! If I had a Kimbo Slice shirt I would sport it around town, or at least to workout or sleep in. I do wear my favorite team's paraphanelia and I proudly display my L.A. Kings liscense plate holder!
    I am, however, looking foward to the upcoming Affliction fight. It should be a doozy! The larger question is whether or to go to the thing. Like Sarah Palin I can see the venue if I walked outside of my work. But I think buying the pvp is the way to go. Cheaper beers and the restroom is easily accessible...
  18. IDGAD
    18. Posted by IDGAD Thu Sep 03, 2009 8:27 pm EDT

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    "Cheaper beers and the restroom is easily accessible... " That's what I'm talkin' 'bout!
  19. Nutcracker
    19. Posted by Nutcracker Thu Sep 03, 2009 8:22 pm EDT

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    Darrell it is all good. I am just being my usual suspect pain in the ass. I must confess, I do own a retro Jack Tatum raiders jersey.. I dont wear it, but it hangs in my closet. Until they start winning, that is where it will remain..
    I do see a guy at the dog park I go to and he sports an Aflliction Tshirt with Liddells name on it, and he also sports a mohawk same as LIddell. I dont even ask what his story is..
  20. Ron M
    20. Posted by Ron M Thu Sep 03, 2009 8:12 pm EDT

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    This will be Affliction's last show. Aren't they sandwiched between a pretty big Golden Boy boxing event and of course Penn Vs GSP. Fedor is great great fighter but he has never been a big PPV draw. I don't understand their thinking as far as the scheduling goes.
  21. Smokin Joe Fraze
    21. Posted by Smokin Joe Fraze Thu Sep 03, 2009 3:45 pm EDT

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    Ron M, Fedor is the only fighter outside of the UFC who actually has drawing power in the US it's a well known fact. Golden Boy has a BOXING event scheduled the same night Affliction's MMA event, the UFC has a PPV the weekend before and the weekends after. Did you not even read the article lol? Know your stuff before you start yapping please.
  22. athsquare
    22. Posted by athsquare Thu Sep 03, 2009 2:59 pm EDT

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    The difference in wearing football jerseys in my opinion is that most people who follow football played at one time and its REALLY mainstream so the people know how is and who isnt really say Tony Romo. When the guys wear affliction and tapout cloths they are mostly wearing them in a bar or out trying to look like a tough guy hoping to score with some random drunk chick who doesnt know they are really the biggest [profane] in the bar. Nutcracker I agree with you on the Tapout thats why I said I wear gameness only hardcore guys even know about that gear so 95% of the time you see someone with it on he is a competitor on some level in MMA or one of the forms of MMA (wrestling,jiu-jitsu,boxing,M.T.)
  23. athsquare
    23. Posted by athsquare Thu Sep 03, 2009 2:59 pm EDT

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    Ok Dana maybe I shouldnt have used such a overexaggerated example I was trying to get the point across about the wearers of the shirt it never crossed my mind that anyone would take it so literally clearly not everyone who wears affliction doesnt actually fight because AFFLICTION fighters wear the clothing!!! Next time I post I will come down to the lowest common denominator for you... I mean for the people doing the blogging. On a side note wow your awful hostile and tough online bro maybe you should invest $50 and buy some pu.ss.y from your local hooker instead of using your hand so much I am sure your mood would become much friendlier.
  24. Smokin Joe Fraze
    24. Posted by Smokin Joe Fraze Thu Sep 03, 2009 3:45 pm EDT

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    Brian B, you're giving the other noobs a run for their money. Affliction only has quality HW's? Lil Nog is a top 10 ranked LHW. Babalu is a top 15 LHW, Lindland was ranked 4th at MW before he became inactive, Matyushenko is top 15 ranked LHW, Vitor has looked amazing in his past 3 fights and Horedecki is a top 15 or so ranked LW.
    The UFC is popular because of it's fighter base? Lol funny one. I thought the UFC was popular because TUF1 blew up the sport of MMA and the UFC has been riding the wave ever since? Silly me to think that because obviously it's the fighter base I mean PRIDE did have US shows with Fedor, Wanderlei, Gomi, Shogun, Barnett and Hendo (not even including the other top 10 ranked fighters on those 2 cards Hansen, Kharitonov, Mach, Lil Nog, and Misaki) and we all know PRIDE is currently the biggest promotion in the world. Oh wait, no they're not they went bankrupt yet had the greatest MMA roster ever assembled (even trumps what the current UFC has).
    Lastly, the reason the UFC is able to put on so many shows per year is NOT because of their huge roster of world class fighters it's because of their TUF reality show and them stacking every PPV event with TUF fights.
    I thought it was a general understanding that EVERYONE who followed the sport was aware of? They don't exactly try to hide it nor could they.
  25. Smokin Joe Fraze
    25. Posted by Smokin Joe Fraze Thu Sep 03, 2009 3:45 pm EDT

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    athsquare no you were just trying to follow suit and hate along with the other noobs and you made a ridiculously ignorant remark (much like the other noobs). I wasn't aware of the going rate for local hookers but thanks for the insight as you seem soundly educated in that department. How many times have you been burned?

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