UFC brings in consultant to help navigate Mexican culture for Sphere event
MMA promotion looks to avoid missteps in lead-up to pivotal fight
In the lead-up to its first major event in Mexico, the UFC has hired a consultant to help the promotion avoid cultural missteps and ensure a successful show in one of the world's most passionate MMA markets.
The UFC's first event in Mexico will be held on November 18th
Consultant Gina Santillan, a Mexican-American who has worked with numerous companies on cross-cultural marketing, will advise the UFC on everything from media relations to fan engagement. "We want to make sure that we're doing everything we can to respect the Mexican culture and to put on a great event for the fans," UFC senior vice president of international and content David Shaw said.
The UFC has been eager to expand its presence in Mexico, which is home to some of the most passionate MMA fans in the world. However, the promotion has also been mindful of the challenges of doing business in a country with a different culture and language.
The UFC's first event in Mexico will be held on November 18th in Monterrey, and the promotion is expecting a sellout crowd. The main event will feature a welterweight bout between former champion Robbie Lawler and Mexican star Santiago Ponzinibbio.
The UFC has a long history of working with consultants to help navigate different cultures. In recent years, the promotion has hired consultants to help with events in China, Japan, and Brazil.
"We've learned a lot from our experiences in other countries, and we're confident that Gina will help us put on a successful event in Mexico," Shaw said.
Santillan will advise the UFC on everything from media relations to fan engagement
Santillan said she is excited to help the UFC with its first event in Mexico. "I think it's a great opportunity for the UFC to grow its brand in Mexico and to connect with the passionate MMA fans here," she said.
Santillan said she will be working with the UFC on a variety of initiatives, including media relations, fan engagement, and community outreach. "I want to help the UFC understand the Mexican culture and to make sure that the promotion is doing everything it can to respect the fans," she said.
The UFC is confident that Santillan will be a valuable asset to the promotion as it looks to grow its presence in Mexico. "Gina is a highly experienced consultant who has a deep understanding of the Mexican culture," Shaw said. "We're confident that she will help us put on a successful event and to build a strong relationship with the Mexican fans."
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