Burt Watson on new role with Alliance MMA: 'I'm happy I'm still relevant, baby'

Burt Watson is best known in MMA circles as “The Babysitter to the Stars” from his former role as site coordinator with the UFC.

But now, he’s going to be babysitting a bigger project: a publicly traded MMA company.

As a board member and director of fighter relations for Alliance MMA, a consortium of MMA properties that earlier this month went public on the NASDAQ exchange, Watson will be working not only with the people who strap on the gloves but with the promoters who put on the fights.

“I’ve always prided myself on being the liaison between the promoter and the fighter, because there was always a gap in there, or a form of misunderstanding that needed to be understood,” Watson told MMAjunkie Radio. “Now, I’ve got an opportunity to do that with the fighter, but also with various promotions across the U.S. I’m happy I’m still relevant, baby.”

Alliance MMA President Rob Haydak said more companies are expected to be added soon to the group, adding to a list of seven that joined on for the IPO. Over 125 events are expected to be held annually from promotions under the Alliance umbrella.

“Alliance MMA’s mission is to identify and cultivate the next generation of UFC and other premier MMA promotion champions,” stated a press release for the IPO.

Haydak and Watson hit it off while Watson was working with Cage Fury Fighting Championship as the head of fighter relations and operations.

Watson was still contemplating writing a book about his experience as the chief point man behind the scenes with the industry-leading UFC, but when he was approached about taking on a bigger role with Alliance MMA, he says he didn’t flinch.

“Those 14 years I put out are nothing but experience – watching and understanding the culture and development, what works, and who’s a valuable commodity in MMA,” he said.

The new group is banking on the profitability of a band of smaller players in the MMA industry, using them to attract more sponsorship dollars and “leveraging the valuable brand equity they’ve built over the years.”

“You get strength in numbers, but it allows the platforms they need to move to another level,” Watson explained. “It provides a developmental league to the broader picture MMA and the larger promoters of MMA.”

It’s also something you can buy into, Watson adds.

“I think it’s probably one of the best things I’ve seen come along in a long time,” he said.

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