Invicta CEO Shannon Knapp says TV key component for attracting sponsors

Ask any manager out there how the sponsorship market is in MMA, and you’ll likely hear a woeful tale. 

Simply put, there are too many fighters and managers chasing too few dollars. Big deals are still there for the enterprising and persistent party, but they’re fewer and far between. 

Invicta CEO Shannon Knapp believes the promotion’s most recent event was a success, and said the company could sustain itself by staying an online property. Invicta FC 5 broke Ustream’s record for online pay-per-view buys for a single event. 

But when it comes to garnering sponsors for events and fighters, she’s operating at a disadvantage when pitted against promotions with a broadcast partner. 

“It’s a harder sell because it’s the Internet, even though we’re making these huge strides,” Knapp told MMAjunkie.com (www.mmajunkie.com). 

Invicta FC 5, which took place this past Friday at Ameristar Casino Hotel in Kansas City, Mo., undoubtedly was a step forward after a significant setback. The promotion was forced to issue refunds for its previous online pay-per-view offering when paywall issues denied access to potential buyers. 

With additional help from Ustream, the back end issues were fixed. The streaming host’s CEO, Brad Hunstable, told MMAjunkie.com that Invicta’s buys were 65 percent higher than the previous record-holder. 

“We were sandwiched in between Bellator, UFC and ONE FC (on the week of the event), and I think we more than held our own when it came to grabbing the media and coverage,” Knapp said.  

Much of that can be attributed to the promotion’s aggressive promotion online. Knapp pushes her fighters to create videos and use Twitter, offering a $1,000 bonus for the two best social media users. 

“We’ve done things on the Internet that other MMA companies haven’t,” she said. 

Still, TV is a much easier sell to potential sponsors, who ultimately are concerned with advertising to as many potential viewers as possible, and doing it on a platform that’s not threatened by technical difficulties. 

That’s why Knapp is still pushing for a broadcast deal. Conversations with networks such as Showtime and AXS TV have yet to secure one for Invicta, but with more success under the promotion’s belt, that could change. 

“I feel like we could sustain our business without it and continue to grow and move, but it’s my objective to look for a broadcast partner,” Knapp said. “We want a stable platform that every time the fans tune into watch, there will be no question that they’re going to get exactly what they’re tuning in to watch. Have we got those fixed now? Highly possible, but I’d still like a partner that’s vested in it and wants to help us grow. 

“My responsibility and the commitment I made is to continue to try to get them the most exposure and opportunity with sponsorship, and that translates to television.”

For more on Invicta FC 5, stay tuned to the MMA Events section of the site. And for the latest on the promotion’s next event, Invicta FC 6, check out the MMA Rumors section of MMAjunkie.com.

(Pictured: Shannon Knapp)