Athletes from across the world have been ranked according to their marketing potential over a three-year period from this summer.
- Value for money
- Home market
- Willingness to be marketed
- Crossover appeal
Ireland, 27, MMA
Undeniably box office, irrepressibly controversial
Representatives: Paradigm Sports Management
Key partners: Joe.ie, Muscle Pharm, Monster, SQOR, Reebok
2015 ranking: New Entry
Conor McGregor has, almost singlehandedly, changed the face of MMA. A sport which has been steadily emerging from the shadows of boxing was given an avenue to the international mainstream by the sheer, unrivalled, eccentricity of the 27-year-old Irishman.
A sublime fighter, with pure grit and determination at his core, McGregor has a total of 19 wins from 22 fights, 17 of which have been by knockout. But it is outside of the octagon where he has made the greater impression. A trash-talking extrovert with phenomenal social media presence, McGregor has garnered a following who have enjoyed his antics first, and have then bought into his sport second. Whatever may be said about him, and his arrogance, he is one of the primary reasons for UFC’s continued growth.
McGregor has spent recent months toying with the UFC’s carefully controlled marketing machine while rumours also continue to rumble about a monumental clash between him and Floyd Mayweather, two of fight sports’ most charismatic, marketable, and richest exponents. While those reports may have little substance, their reception serves to prove McGregor’s sheer celebrity. With more title fights scheduled and more playful controversy to follow, there can be no doubt that when Conor McGregor does anything, everyone knows about it. TL
blog comments powered by Disqus