BSN Signs Deal With UFC But Was This A Good Move?
July 18, 2008
In case you missed it, supplement giant BSN just announced a multi-year partnership agreement with the UFC. BSN’s CEO Chris Ferguson comments on the partnership:
“I’m proud to announce that BSN is now the ‘Official Nutritional Supplement Provider’ of the UFC®. MMA is the fastest growing sport in the world today. We are excited to be aligned with an organization as prestigious as the UFC® and are eager to stretch our brand with this partnership by showcasing our product line … We have entered into this strategic partnership with the UFC® to solidify our combined global presence.”
BSN has already showcased their brand logo in the center of the octagon at a recent pay per view and have already developed a MMA site at www.bsn-mma.com and also now have a presence on www.ufc.com.
MMA is definitely one of the fastest growing sports and many people from various walks of life are watching it. If you’ve been to an event, you’ll agree that the audience is massive and the adrenaline high.
Now BSN is definitely one of the top 5 largest companies in the industry. They’ve got hot new products like VOLUMAIZE (www.volumaizemf.com) and another new product is rumored to be coming out, but was this a good use of their resources? Will this move BSN further out of their core bodybuilding focus and make them seem like more of an active-lifestyle company? Can a supplement company ever be the brand of choice amongst hardcore bodybuilders and mainstream people at the same time?
With an alliance with the UFC you DO reach many people but are you reaching THE RIGHT people?
I asked Domenic Mauro (pictured below choking out UFC president Dana White) what he thought about the BSN UFC deal. Domenic is the president of Nexus Sport Management and one of the go-to guys in the fitness industry when it comes to what’s going on with athletes, who signed with who etc.
Here’s what “The Domenator” had to say:
“Great move for BSN! In addition to sharing a similar target market, the UFC is the largest MMA organization on the planet currently promoting the sport through Pay Per View events and programming on SpikeTV. Don’t be surprised if you see BSN taking advantage of product placement on both TV shows “UFC All Access” and “The Ultimate Fighter”. To complete the equation, BSN should also sign a UFC fighter (such as George St. Pierre) and a UFC Octagon Girl (such as Rachelle Leah) to include in their marketing and help brand the relationship and confirm the connection with the UFC.
BSN’s timing to associate itself with the UFC and the sport of MMA as the “Official Nutritional Supplement Provider Of The UFC” couldn’t be more advantageous. With the popularity of MMA continuing to grow and increasing mainstream attention being brought to it through network giants such as NBC (“Strikeforce On NBC”) and CBS (“CBS Elite XC Saturday Night Fights”) broadcasting it, the UFC will inevitably receive more attention. Mainstream is also granting more credibility to UFC athletes. Most recently, UFC Welterweight Champion George St. Pierre was the first MMA fighter to ever be nominated for the ESPY Best Fighter Award…an honour usually given to mainstream Boxers.”
Optimum Nutrition Releases … A New Flavour?
July 15, 2008
By Scott Welch
It seems every time I turn around, Chicago based Optimum Nutrition (www.OptimumNutrition.com) has another new product being launched! Last month it was Salmon Oil capsules, this month it’s a Rocky Road flavour of their post-workout powder “RECOVERY 2:1:1”. Common guys – who cares about a new flavour? Give bodybuilders a revolutionary new ingredient that nobody else has. Give us the next Creatine! Okay, okay, I’m just busting your chops because you’re the top 5 largest supplement company in the industry and I want you to discover a new ingredient that turns the industry upside down!
QUALITY AT A LOW PRICE?
The Optimum line is a top-notch product line and the price is unbeatable. At this year’s Arnold Classic, I spoke with Jay Jacobsen who heads up their marketing at Optimum and I was really impressed with his knowledge level. They are certainly not near the top of the supplement industry by fluke. But in my books, what sets them apart from most of the others is the fact that they are one of the few companies that own their own manufacturing plant and distribution company. Most companies rely on large distribution companies like Europa Sports (www.EuropaSports.com) and Boss (http://www.bossonline.net/index.html) to sell their products to the to the thousands of stores and gyms in America. But distribution companies mark the product price up to cover their costs (and so they should), which makes your supplements cost more, by the time they reach the store. (Hey, that rhymes doesn’t it?). Anyway! Optimum cuts this step out for the most part with their own trucks, sales force, and warehousing. This is just one difference that allows them to sell great products at a lower price than some other companies. In Canada however, Optimum uses a top-notch distribution company called “Upper49th” (www.Upper49th.com) to sell their supplements and they do a terrific job from what I’ve seen.
RECOVERY 2:1:1
Hey in my books, it’s not the best name for a supplement (for the same reason I covered with my last BIOTEST post.) In terms of the formula though, it looks pretty good. In ON’s words, RECOVERY 2:1:1 is based on:
“…the latest science demonstrating that blending different types of carbs and proteins maximizes absorption and leads to better results than the use of larger amounts of any single type.”
BLENDING DIFFERENT PROTEINS
I agree that there are advantages to blending different types of proteins with each other, especially faster digesting proteins (like whey) with slower proteins (like casein). If there are high levels of the faster digesting proteins to keep you in an anabolic state until the slower digesting proteins break down into their constituent amino acids, you are in good shape. Otherwise, your body may slide into a catabolic state. ”Help my muscle mass is falling and I cannot get it back up!” High levels of these fast-digesting proteins (i.e. whey protein) are especially important after a workout when muscle tissue is damaged.
BLENDING DIFFERENT TYPES OF CARBS
In concept, this makes sense and I agree with it. Waxy Maize is one such carb, as is Vitargo, dextrose, maltodextrin (a.k.a. glucose polymers) and a newer carb popping into a few new post-workout supplements called Trehalose. One such post-workout powder to include this is “ANABOLIC WINDOW” by Nutrabolics (www.Nutrabolics.com). But let’s not take the spotlight off “RECOVERY 2:1:1” now! There are two other carbs in the formula that I agree with adding in small amounts like Optimum has done – they are: Sucrose & Fructose. To start with, Sucrose (a.k.a. table sugar) is a disaccharide, which means it’s made of two sugar molecules attached to each other. One of these is glucose (a.k.a. Dextrose or D-glucose) the other is Fructose (a.k.a. Levulose). One reason many companies include Fructose in their formula (especially protein bars) is because it’s sweater than most other carbs which helps with flavouring while keeping the calories down. But it’s also added from a physiological side, as it can help raise liver glycogen levels more efficiently than other carbohydrates. After a workout muscle glycogen will be low of course, but liver glycogen may also be low. Adding a bit of fructose and sucrose after your workout will help boost liver glycogen.
THE RECOVERY 2:1:1 FORMULA
The formula delivers BCAAs in the ideal 2:1:1 (Leucine:Isoleucine:Valine) ratio needed for anabolism, 35 g of a blend of slow and fast-acting proteins and 70 grams of carbohydrates from multiple source like waxy maize. As I’ve been saying for a few years now, Vitargo, Waxy Maize, and newer forms of Waxy Maize are going to be really hot when competitive bodybuilders catch on to this trend and other supplement companies start adding it to their products. And BSN thinks so also as they’ve just launched their version of Waxy Maize product to be consumed during your workout called VOLUMAIZE (www.volumaizemf.com).