Written by Nicole Mitchell

• Making South Africa’s first UFC World Champion at UFC 297.
• From small town beginnings to global UFC stardom.
• Shifting Culture
• The Business of MMA
• Future Moves

Making History

In the early hours of Sunday, January 21st, South Africans witnessed the historic rise of Dricus ‘Stillknocks’ du Plessis, taking the nation towards another triumph. The Pretoria-bred former two-division EFC champion claimed the middleweight title with a split decision win over Sean Strickland (USA) at UFC 297, becoming South Africa’s first world champion in the sport. Marking the first-ever UFC event broadcast on SuperSport in English, Afrikaans, and Xhosa, South Africans eagerly set their alarms early in anticipation of the fight live from Toronto, Canada. It’s been a long way for Dricus.

Beginnings

Born in Welkom, South Africa, Dricus embodies an epic journey – from a small town to the pinnacle of mixed martial arts. His initiation into the world of combat sports began at a remarkably young age, starting with Judo at the tender age of five. His passion for the discipline would lead him to wrestling at 12 and kickboxing at 14. His journey to gold kicked off age 17 with a remarkable victory at the 2012 W.A.K.O Youth World Kickboxing Championship. Here he reached a record of 33-0, and an impressive 30 knockouts. Building on this success, he secured consecutive titles in 2016 and 2017 in the South African Extreme Fighting Championship (EFC) and extended his skills in 2018 as he clinched the Welterweight Championship in the Polish KSW (Konfrontacja Sztuk Walki).

Dricus’ meteoric rise continued when he entered the UFC, making his promotional debut against Markus Perez on October 11, 2020, at UFC Fight Night 179. In a spectacular display of skill, du Plessis secured victory via knockout in the first round, leaving an indelible mark on the UFC stage.

Shifting Culture

Dricus’ pursuit of UFC gold transcends the realms of sports as he has become a cultural icon, uniting South Africans under the banner of resilience and tenacity. Since his decisive victory against Robert Whittaker in July 2023, Dricus du Plessis has not only secured his place in the realms of MMA history but has also left his mark on the collective consciousness of South Africans. Coining the now iconic phrase, “Hulle Weet Nie Wat Ons Weet Nie” (“They don’t know what we know”), du Plessis has given voice to the resilient spirit of the underdog, a sentiment now echoing across the country.

The rallying cry, synonymous to the Springboks unyielding determination at the 2023 Rugby World Cup, sheds light on a shared resolve to push boundaries, overcome challenges, and embody the unbreakable spirit of a nation that refuses to be underestimated. Adding to the cultural resonance, Springbok captain Siya Kolisi expressed his admiration for Du Plessis, highlighting the mutual support within South African sports as the 30-year-old led the country to another victory. From the rugby field to the Octagon, this connection between sports icons highlights the unity within South Africa’s diverse cultural landscape, where talent from different fields come together to inspire and uplift a nation. And to the rest of the world, they simply “don’t know what we know”.

Following the momentous win, Dricus returned home to a hero’s welcome, greeted by high-spirted crowds eagerly awaiting his arrival at the airport. Carrying his championship belt in one hand and the South African flag in the other, the scene echoed the homecoming of the Springbok’s return from France after successfully defending their world title last year.

The Business of MMA

Mixed Martial Arts (MMA) has transformed into a global phenomenon, captivating audiences with its high-octane action, diverse fighting styles, and charismatic athletes. The sport’s evolution from a niche pay-per-view event to a mainstream cultural touchstone has attracted millions of fans worldwide. But how did MMA achieve such massive brand recognition?

MMA’s success hinges on its marketable stars, as it spotlights individual athletes, their personalities, and fighting styles, all of which are at the forefront of every single one of their fights. Individual athletes take centre stage, showcasing not just their fighting prowess but also their unique personas. These athletes, each with a distinct character, become the focal point in every match, resonating with fans. The most famous MMA athletes, with their millions of social media followers and massive cult followings, have transcended the Octagon to make significant strides in other entertainment realms.

Several MMA fighters, including notable names like Rousey, Gina Carano, Randy Couture, and Oleg Taktarov, have transitioned to the big screen, collaborating with major studios like Disney, 20th Century Fox, and Lionsgate. The crossover doesn’t stop at movies; MMA fighters also rake in millions through endorsements. In 2020, Conor McGregor emerged as the top-earning athlete, surpassing stars like Lionel Messi and LeBron James. This blend of film and advertisement has enabled MMA fighters to extend their influence into various spheres, further cementing their influence beyond the sport.

As interest in mixed martial arts (MMA) has surged across the country, so has Du Plessis’ influence, expanding his impact into culture, entertainment, and business. Since his UFC victory in July 2023, the sport sensation has forged strategic partnerships with brands like Dan Bilzerian’s Ignite, Mercedes SA, Aldo, Banxo, and launched his own “Stillknocks” range in collaboration with Stellenbosch-born brand, “Old School”. Established in 2019, Old School has successfully resurrected the classic sports jersey, achieving widespread popularity, particularly during the Rugby World Cup, where it was worn by legendary rugby figures like Bryan Habana, Victor Matfield, and Jean de Villiers.

Future Moves

Striking while the iron is still hot, “DDP” wasted no time in setting the stage for his first title defense against Nigeria-born Israel Adesanya at UFC 300. It is a highly anticipated match-up that has been the subject of speculation among UFC fans worldwide for months. Du Plessis, alongside a growing roster of African UFC fighters such as Francis Ngannou, Kamaru Usman, and Sodiq Yusuff, embodies a new era for the continent in the world of mixed martial arts. Yet, as these modern-day warriors step into the Octagon, they carry with them the echoes of Africa’s ancient martial arts legacy. Africa boasts a rich history in traditional fighting styles, each rooted in the cultural fabric of its respective region. From the raw power of Dambe Boxing in Nigeria to the intricate techniques of Adimu Grappling in Congo, the resilience is also seen in Kita Kya Njele of Central Africa, and the spectacle of Senegalese Wrestling. African martial arts have a storied past that predates the global phenomenon of the UFC. As the historic encounter unfolds on April 13 at the T-Mobile Arena in Las Vegas, the impact is likely to reverberate far beyond the Octagon, inspiring a new wave of MMA enthusiasts. Additionally, it will solidify the sport’s place within the cultural and sporting fabric of Africa. The potential for an all-African clash of this magnitude is bound to leave an enduring imprint on the minds of sports watchers across the continent. No doubt, it will also take the sport to greater heights with an impact resonating long after the final bell.