Q & A WITH Tom Atencio of AFFLICTION

By Gary Herman

Affliction MMA is putting on what may be the biggest mixed martial arts card the United States has ever seen. But putting on an MMA event is not as easy as just signing a bunch of fighters and hoping for the best. Many other start-ups closed almost right after they started.

The big difference for Affliction is that they have more superstars on the card than any other debuting promotion. The main star is possibly the best fighter in the history of MMA in Fedor Emelianenko. Emelianenko will be headlining against former UFC champion Tim Sylvia. The show is set to air on Saturday, July 19th on pay per view.

We recently caught up with the Vice President of Affliction MMA, Tom Atencio, to discuss a wide variety of topics including: why he thinks Affliction will be successful, his thoughts on the UFC’s counter programming, and what could possibly be the main event for the next Affliction show.

Question: Affliction MMA has its inaugural event coming up soon. What is your motivation for getting involved in mixed martial arts?

Tom Atencio: If we’re going to come out, we’re going to come out with a bang. We’re putting on fights that the fans want to see. There is no arguing that the card is stacked from top to bottom. No matter what you do – you’re going to get critiqued for it, but there are very few people critiquing us for putting this event on.

Q: The main event of the show has the former Pride champion - although technically still the current champion since he never lost – Fedor Emelianenko taking on former UFC champion Tim Sylvia. Having a big match like that as well Josh Barnett vs. Pedro Rizzo and Andrei Arlovski vs. Josh Barnett, are you worried about putting on too many big fights and not saving something for later on?

TA: Yes, it’s definitely a concern. We’re always going to be critiqued, but as long as we are putting on fights the fans want to see, I think we’ll do well. People will say we’re doing something wrong. Right now, people are telling me how to run the organization. I think we’re looking to be a viable MMA company. We have the musical act in Megadeth. Ozzy Osbourne is very interested as well. It’s about the fights as well as entertainment.

Q: Let’s talk about Megadeth. Why do you think it’s a positive to mix a rock concert with a MMA event? It seems like they are two separate things.

TA: We’re not having a rock concert per se. What we’re doing is having a band that has a huge following be involved in the event as well. They’re playing three songs so it’s not a full on concert. I’ve been to MMA events. I’m a big fan as well. Sometimes, they just have too many fights to the point where it becomes too much. We’re trying to draw the line between having entertainment and something different without having overkill.

Q: So the purpose of the band will be almost like an intermission – to give people a break?

TA: Absolutely. We’ll also have some fans of Megadeth coming as well. They may not be true MMA fans, but hopefully, we can introduce them to MMA. The sport is growing. I know with this card we’re going to have the hardcore fans, but I’m looking to bring in the casual fans as well. That is what is going to build this industry. That is what is going to make this industry strong.

Q: In the past, there have been some people trying to break into the industry that have not done so well. I don’t want to compare Affliction too much with the other start-ups because what you are putting on is much bigger than anything anyone else has done, but what are you going to do to make Affliction viable where other groups did not succeed?

TA: I think it goes back to what I just said – getting the casual fan in. I think that’s what the UFC did with the Ultimate Fighter. They brought in people that may not be the hardcore fan. They know what the UFC is, but they don’t know what MMA is. If I can reach that audience by the marketing that we’ve done and I know will - we will be successful. A lot of those companies, Bodog for example, did not do the marketing. Even me as a hardcore fan, I didn’t see any marketing on it. I may have seen one billboard for them. We’re pushing very hard with our clothing retailers as well. We’re doing everything possible to get the word out there that we have an event with an incredible card - now maybe some of the names on the show aren’t too common to the U.S. fan, but they are very good fighters.

Q: You mentioned the Ultimate Fighter earlier. Obviously, the key to the Ultimate Fighter was that it served as a weekly one-hour marketing vehicle for the UFC on national television. Are you planning to do anything on television after the event?

TA: Actually yes, forty-five days after the event, the entire card will air on Fox Sports. We’re sitting down and talking to some network television companies. You never know. That is definitely the next step in this sport – to bring it on HBO, CBS like with Elite XC, or Fox Sports. If Fox Sports wants to work a deal where we’d be on primetime with them then absolutely, we’d jump at that chance.

Q: I would think that with the type of show you’re putting on that it would almost be a perfect fit for HBO. HBO could make a big splash with a new organization that has some of the best talent in the world already. Have you spoken with them directly?

TA: There are talks. We are in the works with different companies. I think it’s serious. They wouldn’t sit down with us if they weren’t serious. There’s always a feeling out process first.

Q: Speaking of television, the first few fights are running on Fox Sports one-hour prior to the actual PPV starting. With Fox Sports airing a lot of baseball games, are you concerned about possible preemptions?

TA: No – because we are guaranteed that spot as far as my understanding of it. I do remember Fox Sports saying this would be the perfect time for this.

Q: With the loaded show that you do have, there was some talk that you may have spoken with Kurt Angle about being on the show. Was there any truth to that?

TA: Yes, I did speak with Kurt Angle’s management, but it was about sponsorships and other things. Personally, I’m not really sure how good that would be for the sport, but that’s just my opinion – whether right or wrong.

Q: Interesting statement – what do you mean by “good for the sport”?

TA: I mean he is a legitimate wrestler, but he also comes from WWE. I’m not sure how good that would be for the new fans in possible thinking MMA is fixed. To me, MMA is a true combat sport. It doesn’t get any more real. To bring over people from WWE, it could cheapen it.

Q: As far as the actual guys fighting on the show, there are some big-ticket fighters, are you concerned about possible overspending for the card?

TA: In a first event, there is always that concern. The industry isn’t totally new to me as I’ve been around it for fifteen years, but that is a concern in any new venture.

Q: You mentioned being involved with MMA for many years, which is interesting when thinking of what Dana White recently said. He referred to you as the “t-shirt guy”. He also said that he doesn’t like you and that it’s personal. How do you react to the not-so positive comments?

TA: I think it’s fun. It’s business. I know who he is. He knows who I am. We’ve met a few times. But for him to go after me and say he doesn’t like me personally? He doesn’t really know me so how can he not like me. As far as being the “t-shirt guy”? If that’s what he wants to say, ok, I am a t-shirt guy. But anyone who knows our clothing company knows that we manufacture denim, we do jewelry, and we do board shorts. We are a clothing company. If he wants to call me a “t-shirt guy” – sure, I’m a t-shirt guy.

Q: The UFC elected to put on counter programming the same night with Anderson Silva vs. James Irvin. When you hear about the show, what is the first thing that goes through your head?

TA: I think it’s flattering. They obviously view us as a threat. If they didn’t view us as a threat, they wouldn’t be doing what they’re doing. If they weren’t worried, they wouldn’t have scrambled to get James Irvin and Anderson Silva on there. I’m going to watch their fight. I’m going to Tivo it. I’m going to watch their fights after my event. If you look at the consensus out there, everybody is going to watch my fight. They’re going to watch this unbelievably stacked show on July 19th then come home and watch Anderson Silva or possibly watch it the next day.

Q: The UFC is labeling Silva as the top fighter in the world, and at the top of your card is the other guy people refer to as the top fighter in the world in Fedor Emelianenko. Fedor isn’t all that well known to the casual U.S. fan. How do you expect to market Fedor to the U.S., or do you think he already has the awareness?

TA: He does and he doesn’t, but I don’t really think he does. What we’re doing right now is pushing him to all people in the U.S. We’re trying to make people aware that he is considered the #1 heavyweight champion in the world. I think that is key. We want people to think, “Who is this guy that is the best fighter in the world?” We’re making sure people know he is the best fighter in the world, and we’re putting him against the guy generally regarded as the #4 heavyweight in the world in Tim Sylvia. I think Tim has a great chance. Tim is a threat. We’re pushing that as well. If Tim beats the #1 fighter in the world, what does that make Tim? I think that makes Tim the #1 fighter in the world.

Q: With the three big heavyweight fights in Sylvia vs. Fedor, Arlovski vs. Rothwell, and Barnett vs. Rizzo, is there a perfect scenario for you as far as winners and losers go for your next show? Is there a fight you have earmarked for your next main event – like if Fedor wins and Josh Barnett wins, that will be the main event?

TA: I think the fans want to see Fedor and Josh. I think that would be a big fight. Being a friend of both Josh and Pedro, I don’t want to see either of them lose. But at the end of the day, one of them is going to lose. I think at the end of the day Josh has a lot to gain from the fight with Rizzo, and Pedro would find himself as a true champion is he beats Josh again.

Q: The other big name heavyweight on the show is Arlovski. Arlovski has talked about possibly going into boxing after this show. Is there anything confirmed on that?

TA: I’ve heard the same thing. Yes, he seems interested as does his trainer, Freddie Roach. Freddie likes his skill level as a boxer. I wouldn’t put it past him, but I don’t know for sure.

Q: For your show, you’re going to be using a ring instead of a cage. American fans typically think MMA when they see a cage and think boxing when they see a ring. Why go with the ring instead of a cage – when the cage itself helps market the product?

TA: To kind of separate us from the other events. I was a big fan of Pride FC, and I spoke with a lot of fighters including Josh and Tim Sylvia prior to making the decision, and they were completely fine with it. The ring that we are using is very big – much bigger than a traditional boxing ring.

Q: Are you locked into the ring? Would you ever use a cage?

TA: I never say no to anything. I take everything into consideration. If it’s something that hinders us or the fans insist upon, it’s possible. You never know what could happen.

Q: Another fighter from the area has stated that he will be at your show in Tito Ortiz. Have you spoken with Tito about fighting with Affliction?

TA: I haven’t spoken with him about that. He has contractual issues with the UFC and once they’re done, I’m sure we can sit down and talk. I know Tito, and Tito knows who I am. I’m not sure how much longer he’s going to fight for, but once his problems are finished, then absolutely, we’d sit down and talk.

Q: Vitor Belfort is also scheduled to appear on your show. He’s just coming off a suspension in Las Vegas. Has everything been cleared up with Vitor and the fine in Las Vegas?

TA: Everything is fine. He’s ready to go. It’s my understanding that from Randy (Couture)’s gym that he’s looking pretty fit. He’s 185 without a problem. I think he may surprise a lot of people. I can only imagine how fast he will be coming down from 205.

Q: Of all the big name fighters on the show, how did you go about picking the fighters and setting up the card?

TA: I think Fedor was easy because anyone involved with MMA wants to see him in the U.S. As far as Tim Sylvia, he was available, and it made a lot of sense so that’s how that happened. I’ve known Pedro and Josh a while. That’s a fight that makes sense – a rematch from seven years ago – to see how the two have progressed. With Andrei Arlovski, there were rumors that we were going after him, but we didn’t talk to him at all until after his issues with the UFC were resolved. We also have Ben Rothwell and Mike Whitehead. They are from the IFL. To put Whitehead against (Renato) Babalu Sobral made sense because they are from two different organizations.

Q: Are you concerned at all with using Babalu after what happened in his last UFC match where he didn’t release the chokehold for a few seconds?

TA: I’ve known Babalu for about eight years. No, I’m not worried. He’s a fighter and something happened. It’s in the past.

Q: Thinking for your future shows in November and February, do you have any venues picked out?

TA: We are talking with people right now. I don’t want to count my chickens before they’re hatched. Those are the two dates though.

Q: What is your long-term version for the show? If you look ahead three years, where do you see Affliction MMA?

TA: If I looked ahead three years, I would love to say that we are working with the UFC, or that we are a director competitor with the UFC and both organizations are going strong. That is my hope.