As an opinion-based columnist who often doubles as a reporter, I need to make it clear that in all of my dealings with Affliction vice president Tom Atencio, he has been nothing but polite and professional. But that could be the problem. Are promoters supposed to always be polite and professional? While UFC president Dana White is not universally loved, he has his fair share of fans and is the undisputed champion of MMA press conferences.
The typical UFC press conference or conference call with White front and center usually produces a treasure trove of worth topics, whether it's a breaking news development or just an outspoken viewpoint -- the man knows how to keep his company in the news.
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| Atencio may need some experienced help. (Affliction) |
While Shaw hurt the company's image during CBS' Saturday Night Fights on May 31 and Oct. 4 when he was seen looking less than partial regarding fights involving Kimbo Slice, he at times helped the company by keeping EliteXC's name and its fighters on the front pages.
But there's a fine line that must be walked; a public face of a fight promotion needs to wear multiple hats. There's a time where a promoter needs to be calm and professional and others when he must be outspoken and flamboyant. It's a switch that needs to be flipped and one that the promoter must have total control over.
The balance between professional spokesperson and charismatic hype man is one that Affliction's mixed martial arts promotion is severely lacking. During a press conference earlier this month in New York to announce a renewed partnership between Affliction and M-1 Global, Atencio was calm and courteous when meeting reporters after the formal press conference concluded.
Deluged with microphones and cameras, Atencio was baited time and again by reporters looking for him to fire back at critical comments made in the past by White. But he never took the bait and offered such political answers that you would have thought he had been coached by a campaign manager.
On one hand, Atencio deserves credit for keeping his cool and taking the high road in light of the negative things White has said. On the other, was it the right tack to take for business? The promotion's next fight card is scheduled for Jan. 24, and it's in need of all of the promotion it can get. Engaging in a war of words with White is more than just a way to keep your promotion's name out there; it's a method to expose new fans to your product. Every time White utters the name Affliction, it creates the potential that casual fans will become aware that a competitor exists.
In contrast to Atencio's good cop approach, Affliction general partner Todd Beard took on the role of bad cop during a rare radio interview last week. While he was never identified by name and was merely referenced as "T-shirt guy," Beard was a guest on The Scott Ferrall Show on Sirius Satellite Radio and unlike Atencio he didn't hide his feelings for the UFC.
"They are not just threatening it (Affliction's business model), they threaten us personally, which is hysterical," Beard told Ferrall. "Dana White, Lorenzo Fertitta, they are tough guys -- old school mafia guys, or wannabe old school mafia guys that their grandfather built their business and they are nothing. They're nothing."
But labeling White and Fertitta as "old school mafia" guys was just the start.
"They're a bunch of bullies," Beard continued. "They think they're gangsters and they're going to get their asses kicked. And they're getting their asses kicked right now."
White and the Fertittas weren't the only targets; UFC heavyweight champion Randy Couture came under fire as well.
