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Shark Fights: MMA organization with unique name looks to make name
BY Kevin Hageland, khageland@acnpapers.com
When it was created in 2008, Sharks Fights derived its name after setting out to be known as something a little different from the standard regional promotion.
"I know they tossed around a lot of different ideas, but didn't want to get stuck with the three-letter acronym like everyone else has," said Bud Brutsman, Shark Fights partner and executive producer of the FUEL TV Shark Fights shows. "So they went with Shark Fights and I think that's worked out because it's pretty unique and people seem to remember it."
The uniquely-named brand debuted Oct. 24, 2008, in Amarillo and made its way to the Dr Pepper Arena in Frisco on Friday night for "Shark Fights 17: Horwich vs. Rosholt 2."
"Our home base is Texas," Brutsman said. "And we like [the Dr Pepper Arena] a lot because we are right outside of Dallas and a lot of our fighters are from the Metroplex."
That was indeed the case Friday night as the eight-match card featured five fighters from the Metroplex, inlcuding Mesquite's Russell Brewer, who won his preliminary bout via third-round TKO.
Prior to the show, Shark Fights promoter Wes Nolan said Friday's event could just be the start of a new partnership with the Collin County venue.
"We want to produce a great live atmosphere," he said, "and hopefully it goes well because we'd love to be back here a couple times a year."
Brutsman took that statement a step further.
"I don't think it is a matter of how this show goes," he said. "We have a very consistent fan base here and we will be back."
Based on pre-sales, Brutsman estimated attendance would be 2,500-3,000, though the crowd in attendance Friday appeared to be closer to 2,000. Building up an audience in the Metroplex may take time, but Shark Fights has proven capable in its most frequent market of Amarillo where "Shark Fights 12: Unfinished Business" drew a Texas outdoors MMA record crowd of 10, 918 fans to Gamboa's Outdoor Event Center.
"The Metroplex is a great area for MMA, but the fan base is so UFC-centric," said Jeff Zimmerman, who ran three Steele Cage MMA shows at the Dr Pepper Arena. "The UFC is not MMA, it's an MMA promotion. It's an educational process for a lot of fans because we want them to know that most guys in the UFC come through promotions like Shark Fights."
And sometimes UFC fighters come back to the regional promotions.
"UFC has a very interesting way of treating fighters," Brutsman said. "It's very feast or famine. If you lose a couple fights, you may get cut and a lot of guys find their way back to us."
This makes marketing in association with the UFC brand somewhat necessary.
"It's tough," Zimmerman said. "On the one hand you want to differentiate yourself from the UFC, but at the same time you have to mention UFC in the marketing if you want to drive ticket sales."
That was the case Friday night as the co-main event featured former UFC Heavyweight Champion Ricco Rodriguez and the main event saw Jake Rosholt looking for the win that may catapult him back onto the UFC roster.
"Look, we aren't trying to compete with or beat the UFC," Brutsman said. "And if that means we're a stepping stone for some, that's fine. I've built a lot of successful businesses like that before."
That being said, both Rodriguez and Rosholt were quick to mention the company following their respective victories.
"I want to thank the fans for coming out and supporting me and supporting Shark Fights," Rodriguez said.
Rosholt followed with a similar message.
"Thank you Shark Fights for the opportunity," he said. "I really appreciate it."
Shark Fights no doubt appreciated having fighters of that caliber compete as well. With an expanding roster, the company now has television deals with FUEL TV (which shows Friday Fight Night) and HDNet (which broadcasted Friday's main card live). Shark Fights also held its initial pay-per-view in September 2010, put on its first show outside of Texas two months ago in New Mexico and has plans to run future shows in Colorado and Reno.
"What sets us apart from other regional promotions is our television exposure and our top-notch fighters," Brutsman said. "We are trying to establish ourselves as ... I guess you would say ... the No. 2 MMA promotion.
"And I think that's a very achievable goal."
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