Shayna Baszler (black top) is just one of the big FMMA names that Invicta FC has managed to bring to their cage. (Photo courtesy of Sherdog)
The first and second cards of a burgeoning MMA promotion are always fun and games when a gimmick pays off. For Invicta Fighting Championship, the “gimmick” is the FMMA focus, and it is paying off well. Though Invicta isn’t the first FMMA focused North American promotion, it is the first to successfully market itself as such on a national level. Don’t misconstrue – “gimmick” is not a pejorative, it simply describes what FMMA is to Invicta in business terms, most particularly sales terms. The product they sell is MMA, the reason to buy theirs over others’ is that it’s all women. Much like a car lot offering a chance to win a free car after a test drive on Saturday, the real trick is turning the traffic that shows up for the gimmick into real customers. Invicta has the FMMA crowd, but that isn’t enough to sustain the brand. They also have hordes (relatively speaking) of casual fans who have logged into the free stream and locals who picked up a ticket that are there to take the test drive. Those people will need a quality product from the ground up if Invicta wants them to stick around.
