The Bottom Line: Scott Coker’s Savvy Gamble

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It’s hard to believe that Scott Coker is now approaching the completion of his third full year as president of Bellator MMA. Coker took over Bellator with a lot of fanfare, stemming from his long and successful run as the head of Strikeforce. Former CEO Bjorn Rebney had not accrued a lot of goodwill and there was plenty of hope that Coker would improve Bellator’s fortunes. Unfortunately, the returns thus far have on balance not been inspiring. For all the time Coker has had, there hasn’t been a feeling of positive momentum building.

Bellator under Coker has spent plenty of money. Perhaps his most positive contribution has been influencing Viacom to open its wallet, just like Eric Bischoff helped to create a pro wrestling boom two decades ago by inspiring Ted Turner to take out his checkbook. There’s clearly a higher production for budget and talent. However, the returns on those investments have been limited (online sportsbooks).

Big-ticket free agent acquisitions from the Ultimate Fighting Championship like Benson Henderson have disappointed in the ratings. Young stars have been booked against opponents they were supposed to defeat, only to be upset without their opponents gaining much in the process. Faded names from the past were emphasized over rising talent, leading to fewer stars being created. The biggest successes in the ratings thus far have been freak-show fights that undermined interest in the non-freak-show fights. Positive developments like the resurgence of Paul Daley, the budding rivalry between A.J. McKee and James Gallagher and the ascent of Michael Page have been the exceptions rather than the rule.

It is in this environment that Coker rolls the dice with the announcement of a major pay-per-view event from Madison Square Garden on June 24. This is a gamble to be sure given the fighters involved. Chael Sonnen seemed unmotivated for his last fight, while Wanderlei Silva hasn’t fought in over four years and has a long suspension in Nevada. Matt Mitrione-Fedor Emelianenko had to be cancelled just a month ago. There’s also the omnipresent danger that the older names at the top of the card will overshadow the rising stars beneath them rather than enhancing their stature.

While these dangers are real, Bellator’s MSG gambit is a smart move. It’s an opportunity to garner increased interest in the promotion by capitalizing on a distinct trend in the sport. Years back, the UFC had a high floor for buys that existed for all of its pay-per-view events. The events did not vary nearly so much. Over time, that has radically changed. Now, the difference between the biggest events featuring Conor McGregor and Ronda Rousey and the smallest events featuring Demetrious Johnson is monumental. This mirrors the trend in boxing. Combat sports promoters increasingly rely on the most significant events to carry the promotion’s popularity.

The equation is slightly different with Bellator since it is a primarily a television entity rather than a pay-per-view entity, but the broad principle still applies. The best way for Bellator to rise in popularity is individual, must-see events. That’s exactly what Bellator at MSG aspires to be: a loaded card full of major names and intriguing matchups. On paper, it looks to stand out above anything else Bellator has previously produced.

Sonnen-Silva is a main event that could backfire, but it also has enormous upside. Sonnen’s trash talk has led to some very successful pay-per-views in the past, and Silva appears to genuinely despise him. Hardcore MMA fans may be skeptical of Sonnen in particular after his last performance, but the grudge-match feel could capture the public imagination if there’s a wave of late press coverage. Regardless of whether Sonnen is winking at the audience, few are likely to doubt Silva’s desire to kill him. There’s a long backstory there, and the delay could pay dividends like it did when Quinton Jackson fought Rashad Evans at UFC 114.

It’s important from Bellator’s standpoint to offer more value beyond Sonnen-Silva because that main event is such a question mark as far as what will happen. It looks like Bellator will do just that. Emelianenko remains an iconic name, and a fight with Mitrione remains a fun matchup. Michael Chandler-Brent Primus and Douglas Lima-Lorenz Larkin are intriguing title matchups. The card also features young stars Bellator wants to showcase in James Gallagher and Aaron Pico. Many fights will still be added, but there is already enough quality to justify a Spike special followed by a pay-per-view card.

Perhaps even more important to the card than many of these individual fights is the setting. Madison Square Garden has cache. Running a big card at MSG announces to the press and to the public that this is an important event. That sort of signposting is something the UFC has long recognized, and it tries to coordinate important settings with major cards. That was the case with its loaded MSG debut at UFC 205, the Melbourne, Australia, stadium debut featuring Ronda Rousey-Holly Holm at UFC 193 and George St. Pierre headlining the Toronto debut at UFC 129.

By mixing together legendary fighters, current champions, future stars and a premier location, Bellator is planting its flag and announcing its presence in the MMA landscape. Coker has spent nearly three years trying to make fans perceive Bellator in a stronger light. Bellator 180 is his best opportunity yet to accomplish that goal. There are plenty of question marks, but it’s a risk well worth taking.