Beyond just a whole company, this article shows and improves the type of image Chael Sonnen, an UFC MMA Fighter, portrays through his actions and words. Chael Sonnen is very popular for his dirty talking before fights; however, he has now created this image that he will fight anyone and calls anyone out who he feels “dodges fights.” Because of this image he had created himself, the fans of UFC love Chael Sonnen. This article shows Chael Sonnen lobbying for a fight by dirty talking through twitter after someone is forced to backdown because of an injury. Through Chael Sonnen’s actions shows one of the five keys: Strength. Chael Sonnen is strengthening his relationship with the UFC and fans through his commitment to them both. If the original fight was to be cancelled because of the injury, it will be a huge loss to the UFC and will lead fans to not wanting to buy the PPV because the original fight was one of the big events that fans would pay to see because of the popular fights in it. Through Chael Sonnen’s lobbying he is strengthening his relationship with the UFC because he is trying to prevent them of loss of revenue that can happen if that fight were to be cancelled and also with the fans by showing them he wants them to get their moneys worth and give them a fight worth paying for. Through his activities, Chael Sonnen is selling and expanding his image to the public.

-Daniel Whang

http://sports.yahoo.com/news/rogerio-nogueira-injured-chael-sonnen-070631716—mma.html?.tsrc=lgwnthis

I’m starting to become more important to me, again.