According to this press release, Directed Electronics has inked a deal with the UFC to become its “exclusive mobile audio partner.” Specifically, their Orion Car Audio brand will be promoted through ads on UFC.com, point-of-purchase displays, and an association with Roger “El Matador” Huerta, the lightweight contender and Sports Illustrated cover-dude whose entrance music we dig.
Says Jim Jardin, Director of Marketing for Directed:
“The UFC is one of the fastest-growing and most popular sports in the world with young men — exactly the same hardcore demographic that has made Orion a legend in high performance car audio for over 25 years. We look forward to our exclusive mobile audio partnership with the UFC and Roger Huerta as we promote the launch of the affordable Orion COBALT(R) line of speakers, amplifiers and subwoofers, and drive new car audio customers to Orion dealers.”
This could be good or bad, depending on how Directed and Huerta play it. If Huerta can use this opportunity to establish mixed martial artists as commercially viable celebrities who can endorse more than just vitamin supplements and t-shirts, then it’s a good thing. It’ll be a bad thing if the first pitch meeting goes like this:
Jim Jardin: Roger, you’re a Mexican, right?
Roger Huerta: Yeah.
JJ: Perfect. The Hispanic market is huge, in terms of car-speaker consumption, and we need you to help us connect to them. So for the first ad, you’ll be driving a low-rider with an Aztec goddess air-brushed on the hood. Orion speakers will just be pouring out of this thing. You know, like how they do in the barrio? Where you’re from? Anyway, you’ll also be wearing a big sombrero and a wife-beater. It would be a huge help if you grew a mustache.
RH: Can I wear my Mexican-flag hot-shorts too?
JJ: We’d actually prefer it.
RH: Then let’s do this, man.
JJ: Great. Except from now on, could you pronounce “man” as “mayng”?
(Mad props: MMAPayout)