UFC - An unlikely partner in the fight for gender equality

A post by Katie

UFC is a successful mixed martial arts company which has exploded in popularity across the globe. The sport is a brutal mix of a variety of fighting styles, including ju jitsu, boxing, wrestling, judo and often ends with blood, broken bones, a knock out and a hospital visit. This sport is not one that you would associate with women at all, in fact, president of UFC Dana White was once famous for his declaration that ‘women would never fight in the UFC. Now, Dana White cannot stop talking about the success of women in the sport, and ratings for women’s fights are growing. Where sportswomen all over the world are fighting for equal exposure and pay, the UFC has become an unlikely example of what could be. This article will explore some aspects of women’s involvement in UFC, and demonstrate the barriers it is helping breakdown.

The UFC has a number of weight based divisions, where fighters take on opponents of similar weight and all weight divisions fight under the same rules and requirements. In the UFC, this is five 5 minute rounds, unless the fight finishes earlier, through submission or knockout. The introduction of women into the sport came through a new weight division of women’s bantamweight, where women fight under the same rules as men, against opponents of the same gender and similar weight. The structure of women in UFC sends a message that women are as tough and as capable as men, and this is further supported by the planned introduction of a number of women's weight divisions, played on the same card as men's fights. 

This structure is a positive approach to mixed gender sport; traditional method of sporting separation sends a subtle message that women’s sport is second to men, and that men’s sport represent real power and athleticism, or quite simply, that men’s sport is the real thing. ( (McDonagh & Pappano, 2008) This idea is further substantiated by the differences in play rules, for example, tennis, where women play best of 3 sets, while men play best of 5. This rule stemmed from an old concern that women would over exerting themselves, however has never been changed to reflect that women are capable of playing the same duration as men. UFC expects women to fight under the same conditions and rules as men, and as such, subtly contributes to a change of view regarding the athleticism, strength and power of women, when compared to men.

Women’s sport has often been more about sex appeal than the sport itself. There is a rampant sexualisation and focus on appearance of women in sport, which shifts the focus from their physical power and ability and minimises the symbolic threat sportswomen pose to male power and dominance  (Wenner, 1998). The Olympics is the biggest sporting event in the World, and as such, should be a progressive and promote equality. Unfortunately, coverage of the Olympics remains focused on the sex appeal of women.  A study of the 2008 Olympic coverage showed that 97% of the coverage of women's sport focusing on the six sports offering the most sex appeal for male audiences. Even worse, one study found that 37% of close up shots were focused on a woman’s chest or bottom.  (Kian, Bernstein, & McGuire, 2013)

The UFC is surprisingly ahead of the game when it comes to promoting the strength and power of women, rather than their sex appeal. Women fight in an unrevealing sports bra or t shirt and trunks, in the style they choose. The lack of sex appeal in the uniform allows the attention on their bodies, but in the power, muscles and strength of their bodies, as for the men’s fights, not for the sex appeal on show. 

The income generated through sport is intertwined with the media coverage of the sport, and athlete. The more media interest from the public, the more they are willing to pay, and in turn, the more exposure, the higher the sponsorship interest for the sport and athlete. Many argue that the focus on women’s bodies and sex appeal is necessary for media and sponsorship, therefore making it okay, as it means that female athletes have more opportunity to make money. The coverage of women’s sport is unacceptable and goes further to reinforce the gender ideology that women are sexy, beautiful, graceful, but not meant to be powerful or athletic.

The debut women’s fight in the UFC, between Ronda Rousey and Liz Carmouche, was not focused on sex appeal. It was as brutal as a men’s fight, with Ronda Rousey beating Liz Carmouche in the first round with an arm bar submission. Despite the lack of sex appeal, the fight reportedly sold over 400,000 pay per views, which is around the same for the recent UFC 153 fight featuring long time champion Anderson Silva. (Holland, 2013) This result proves that woman can attract television coverage through their skill and athleticism, just the same as men can. 

The success of UFC 157, and the response from the public has boosted the profile of women in the sport, and opened the doors for other women. Ronda Rousey is a key female fighter helping to breakdown these barriers, and surprisingly, being fairly remunerated for it. Where many women struggle to be adequately paid in the sporting world, Ronda Rousey has reportedly signed a massive contract with the UFC. She was paid $90,000 (half of which was a negotiated winning bonus) for her debut fight in the UFC, and was also reportedly given a portion of pay per view sales, a contract bonus only offered to a select few fighters. This substantial contract opens the door for future women fighters to negotiate a contract that is fair in comparison to their male counterparts.

In further progress, the UFC has committed to expanding women in UFC through the reality TV show, The Ultimate Fighter. For the first time, mixed gender teams of UFC fighters will fight for a contract under the guidance of two female coaches, Ronda Rousey and Miesha Tate. The fact that a male dominated sport has two female stars coaching men and women in a popular reality TV show, shows the success of women in the UFC, and the respect given to female competitors by other fighters, both male and female, by the supporters and by the organisation. 

The journey the UFC has taken towards gender equality is far from over, but the organisation has taken big steps forward in the way that they have promoted women, and highlighted the power and success of these fighters. They have demonstrated that women can be admired for more than their looks, and produced some strong role models for other young girls who wish to succeed in any male dominated sport. If a fighting company can do it, I believe that any sport can!

References

Coakley, J., Hallinan, C., Jackson, S., & Mewett, P. (2009). Sports in Society: Issues and Controversies in Australia and New Zealand. Australia: McGraw Hill.

Holland, J. (2013, February 26). UFC 157 pay-per-view (PPV) buys top 400k for Ronda Rousey according to early estimates. Retrieved from MMA Mania: http://www.mmamania.com/2013/2/26/4005420/ufc-157-pay-per-view-ppv-buys-400k-ronda-rousey-mma

Kian, E., Bernstein, A., & McGuire, J. (2013). A major boost for gender equality or more of the same? The television coverage of female athletes at the 2012 London Olympic Games. Journal of Popular Television, 143-149.

McDonagh, E., & Pappano, L. (2008). Playing with the Boys: Why Seperate is Not Equal in Sports. New York: Oxford University Press.

Wenner, L. (. (1998). Media Sport. New York: Routledge.