Because of social media, big corporations can no longer stifle the airwaves. The avenue of how to reach one's audience has grown significantly.
A smaller corporation can now reach the same audience that bigger companies used to dominate because of their television deals and bigger budgets for advertising and promotion.
This is true in the sports world as well.
In Northern America, the NFL, NBA and MLB--with the NHL not too far behind--have been dominating the airwaves for decades, with no signs of slowing down in the foreseeable future.
The dominant presence of these sports made it difficult for alternative sports and games to get television deals and promotions for the longest time.
But not anymore.
Since the birth of the UFC in 1993, more than 20 years ago, it has become the fastest growing sport in the world.
Long before its television deal with FOX, the UFC was surviving through Pay Per View shows.
So how exactly did the UFC do it?
UFC & Twitter:
One of the biggest reasons why the UFC was able to make itself a household name was its incorporation of Twitter in promoting its brand.
Without the help of sports channel like ESPN and other such sports channels to present its breaking news, the UFC was still able to reach its audience through social media.
Fighter gets injured? No problem.
Want fans to know about an upcoming fight card? Okay.
You want your fighters to promote the fight card to excite the fans? Why not.
Despite not having as much coverage from sports news networks such as ESPN, the UFC has been able to compete with mainstream sports like the NFL.
MMA might not be on the same level of success as football just yet, but it has only been less than 30 years since the sport was incepted.
In time, who knows.
Maybe the UFC will become a billion dollar league where fighters will be getting paid on the upwards of 8 figures each fight.
With its incorporation of social media, the sport of MMA has been able to thrive. And with social media channels getting better every day, only time will tell if MMA can grow with it.