Continuing an effort to target its product toward younger buyers, Harley-Davidson played the role as center-ring advertiser for the latest Ultimate Fighting Championship, UFC 79.
The mixed martial arts event, held Dec. 30, served as H-D's first time advertising in such a venue. The fight was televised via pay-per-view. Zuffa LLC, owner of the UFC, says UFC 79 was aired in more than a million households in North America and the United Kingdom. Each household paid $49.95 for televised access.
Zuffa says the UFC audience is primarily men, ages 18 to 34.
H-D's package with Zuffa also included advertising on UFC's website, Zuffa says the site averages more than 45 million page views per month. During 2007, site visits have grown an average of 13 percent month-over-month. Zuffa says advertisers on UFC.com garnered more than 1.6 billion impressions in 2007.