Archive for Fighters

AFC 69 “Proving Ground” Results and my NO BS opinion of the fights

Posted in Uncategorized with tags , , , , , , , , , , , , , , , , , , on March 11, 2010 by afcsarah

AFC 69 “Proving Ground” TUESDAY, March 9th 7:30 @ Sullivan Arena

Main Event 5- 3min Rounds

Light Heavyweight Championship

Stephen “The Incredible Hulk” Waalkes vs. Jesus “The Truth” Rivera  2:19 4th RD RNC


Great fight both gave it all they had. All they had though will not be good enough for the up and comers that want that Light- Heavyweight Belt. I have been contacted by Ricky Shivers and Brian Ryan already stating they want to take a jab at Waalkes. Stay tune on this to see who Waalkes will face first. Both fighters in this fight looked gassed after the 2nd round. AFC will be moving all upper end fights to 5 min rounds in the start of 2010 so these guys both have a lot of cardio work to do if they want to stay in the ranking! Props to Waalkes for pulling it out!!! Jesus gave it all he had and is also a true warrior. I have tons of respect for both of these guys and hope that it was a wake up call for them and they can go back and learn what they need to work on!! I wish Jesus a speedy recovery and want to thank everyone in the locker room who assisted Jesus to get him the proper medical treatment. I was right along side Jesus when he was taken to the hospital and Anchorage Fire Department did a great job taking care of him!

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AFC 69 “Proving Ground” Commercial

Posted in Uncategorized with tags , , , , , , , , , , on February 27, 2010 by afcsarah

So I am super excited about this commercial that was put together by my marketing team, Asterik Creative Group. They wanted to try something different and going with the theme “Proving Ground” They did a great job. The fighters were a little hesitant to try something new but I think that Rivera and Waalkes had fun with it. Don’t miss these guys battle it out Tuesday, March 9th LIVE at the Sullivan Arena. Let me know your thought on the commercial. Hope you enjoy.

Jesus and Stephen

Waalkes and Rivera filming the commercial

Write up from Alaska MMA Examiner

Posted in Uncategorized with tags , , , , , , , on February 27, 2010 by afcsarah

Just thought this was an interesting perspective coming from a mother of a fighter. I can not imagine what the Mom’s go through when their boy’s get in there. Its great to see such a supportive mom!!! Thanks to Peter for this write up!

Teri Hendricks is the proud mother of two professional MMA fighters. “Tim Hendricks (7-2) is my oldest son and two years older than Dustin.” Dustin Hendricks (3-0, 2-0 AFC) will enter the cage this time around at AFC 69 against Harry Coddle making his professional debut in the Middleweight division. I asked her if she gets nervous watching her boys fight. “I am a well-seasoned mom and don’t get nervous at all when they fight. All three of my boys have grown up with wrestling and mixed martial arts. They train hard and know what they are doing.” I asked her about the worst part of being a fighter’s mom. “Definitely the WEIGHT CUTTING INSANITY before a fight. It is hard to see what they put themselves through to cut weight but I also know that they are strong willed kids and will do whatever they have to do. There is nothing I can do but give them my support.” Teri says she will be attending AFC 69 with her youngest son Cody. “Cody and I will be there and you will hear me from the bleachers! Cody will also tell me to be quiet many times throughout the evening. My boys have nicknamed me ‘psycho mom’ cause I love MMA and am their biggest supporter! They always hear me wherever they are.” Does Cody plan on following in the footsteps of his brothers? “I wouldn’t be surprised if Cody also became a fighter. He has wrestled since he was 4 yrs. old and also loves fighting.” And the outcome of her son’s fight? “I would love to see Dustin take his opponent out by TKO! A win of any kind would be fine but I will be proud of him regardless of the outcome.”

Official Results AFC 68….and my honest no BS opinion

Posted in Results with tags , , , , , , , , , , , on February 16, 2010 by afcsarah

So here are my thought on the AFC 68 results. This is a place for me as the promoter to express my true feelings about the results with out the political unbiased BS……… so here it goes.

What will be a night to remember, AFC 68 was action packed with 3000 + fans in attendance. See below for official results!

Main Event 3- 5 min Rounds
Welterweight Super Fight 3-5 min Rounds

Rob “The Monster” Yundt vs. Julio “The Dominican Demon” Paulino TKO 2:26 2nd round

(Great fight was really not sure on which way this fight would go. If I was a betting woman…. this would defiantly not be the fight I would have bet on. I respect both fighters so much and was very happy to see both of them show class in the locker room when the fight was finally over. I think Julio was the better fighter that night. That is all there is to it)

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Fighters need love too!

Posted in Alaska Mixed Martial Arts with tags , , , on February 2, 2010 by afcsarah

An article that was emailed to me about fighters getting sponsorships. It is interesting to me how MMA is the worlds fastest growing sport yet these fighters are barley making it financially! There are very valid points against MMA vs. other large sports organizations. Hope you enjoy!

To sponsor something is to support it. In our sport (MMA) we are talking about athletes, events, and possibly gyms. Since the down turn of the economy you have seen more and more of the main MMA sponsors disappear or change their sponsorship terms.

What is happening today is brands are calling themselves sponsors to Ambush a particular event. We are hearing more and more that sponsor dollars are tied to TV exposure and if a fighter is not on a televised card there is no money available for him or her. Yet the fighters have no control over televising the fight or not. They control the training, the preparation and of course the execution of the fight,

It takes the average top level cycling team about 8-14 million dollars to have riders qualified enough to place at the top of the biggest races in the World. These sponsors invest in equipment, training, physical wellness, and coaches to help their athletes reach the top. Yet only one rider can win the Yellow Jersey. There is no guarantee that the team they assemble will win, challenge or even make it to the top. It is a risk and the reward could be your Team Winning the Tour De France.

NASCAR Teams usually take on a few exclusive brand sponsors that again agree to pay for tires, testing, best pit crew money can buy, engine and aerodynamic science to go faster and win some races. Being in the top 10 is often a goal because the owners and sponsors know that is who the crowd gets behind and that that where the TV Cameras are going to be. These Teams can cost sponsors upwards of 2-5 million per race and no guarantees of TV time, exposure etc.

I can give example after example but this is combat sports and that means most everything is pay for play. Fighters, trainers, training partners live in a Pay for Play world. If they can reach the biggest stage they can then trade placement on their shorts for money. If they get hurt while training for the “bigger stage” they make nothing. If their opponent gets injured and a fight can’t be rescheduled they make no money. If they end up on the un-televised portion of the biggest stage they make less or no money.

There is no support system for building better fighters. Imagine if NASCAR still used 1970 Monte Carlos and never evolved to the speed rockets they have today. What if Coke told its top racer we will give you 8 million if you win and nothing if you don’t make it on TV.

That is what is going on in MMA. You can’t call yourself a sponsor or a supporter of the sport if you are buying patches on fighters that are televised. To be a true sponsor you have to support the fighters through training, through winning and losing. It is an investment in the fighter’s future and your brands future. If you are just paying when he or she has a televised fight then are you not just stealing exposure from the promoter? The fighter does not own that television time paying them for it and not the sacrifices made by him, his trainers and training partners is a disservice to the sport.

If you’re a sponsor rep and your trading televised spots for money, are you really doing your client any favors? What happens when all organizations charge a sponsor tax? What about when the sponsors refuse to pay because the promotion decided to bump the fight from televised to dark?

Many fighters show up to fight for the money, the show money and the sponsor money. Then they have to collect AFTER they perform. No credit for the training, no credit for the training injuries and the sacrifices in the gym that helped the fighter reach this spot.

Sponsors are not the problem they are operating in a world created by others. Brand X wants to be affiliated with this fighter because this fighter will be on TV. As Managers, Agents, fighters etc we need to look for ways to give the sponsor more than a patch next to their competitor. We need to develop marketing solutions that include activating the brand into the sport and marketing platforms that allow the sponsor to have exposure points when the fighter is not on SOMEONE’s TV show. The fights and ambush branding should be secondary to the overall campaign.

Developing marketing platforms that involve the fighters and brands. Help the brands reach the fans of the sport and stop relying on the UFC or some other organization to build your fighters name and thus allow you to do more sponsoring dollars.

We have been bringing in over $250,000 a year in sponsorship money as a result we have increased sales for companies and opportunities for fighters. We don’t treat the fighter like a commodity that creates opportunity for us. We work for the fighter and the brand. We help them determine goals and build a program that helps them reach those goals. Marketing in this new economy is about delivering results. If you get a brand on the UFC other agents will call that brand, but have you reached or touched the consumer? Converting sales and reaching a measurable return on investment is what brands want. If sponsor reps really believed that merely putting your logo on the ass of a fighter will spur sales wouldn’t they be putting their company’s logo and not Tapouts.

As a fighter invest in yourself and your coaches. Build a brand for you. Only fighters and trainers know how hard they work to get to the fight, I think MMA fighters train harder than any other athlete in the world. The Ultimate Fighter tells you that lots of people are interested in seeing no name fighters train and live the fighter lifestyle on that road to greatness. Don’t wait until some promoter or MMA news site say’s you are great, make yourself great and brand yourself like you are the next Fedror. Act as if.

As a sponsor, get involved with your fighters. Make them a part of your brand. Look at Moto for a great example of how to harness the athletes and fans into a billion dollar industry. You won’t see riders wearing Yamaha Jerseys riding a Suzuki. You see brands trying to connect with the consumer they want by supporting and developing the future leaders of the sport. Fighters have no control as to when they will be on TV but if you help build the best fighter in the World you will be on every media outlet you could ever had dreamed for,

Support the Sport and those that make it great. The only guaranteed TV time is to buy a commercial or sponsor the event itself.