Aussie startup scores a knockout after betting entire budget on UFC fighter Holly Holm

MMA fighter Holly Holm

MMA fighter Holly Holm

Aussie startup fashion brand Grrrl plunged it’s entire marketing budget to sponsor UFC fighter Holly Holm on the weekend and is now celebrating a massive boost in awareness on the back of Holm’s shock knockout of world champion Rhonda Rousey.

Grrrl, founded by martial artist Kortney Olsen, told Mumbrella she decided to sink her entire remaining marketing budget on a platinum sponsorship of the underdog fighter on an instinct.

“You have to take risks,” Olsen told Mumbrella.

She said Grrrl had been created as strong, assertive fashion brand that women could relate to, but it was still in startup stage.

The brand was the only Australian company to sponsor Holm, who came into the fight ranked number nine in world against Rousey.

The sponsorship put Grrrl center stage at Etihad Stadium in front of a global pay per view audience and catapulted the brand into the winner’s circle when Holme unexpectedly despatched Rousey with a vicious roundhouse kick to the head.

Olsen, a Brazilian Jiu Jitsu state champion and Australia’s first female arm wrestling champion, said she was trying to create a sisterhood with the Grrrl brnd.

“I started thinking about sponsoring Holly in the beginning of September and I thought ‘this is going to be tight’, I meditated on it and I thought there is no stopping this, so I embraced it.”

Since the win Holm’s Facebook following has leapt from 150,000 to more than half a million and the Grrrl brand has been “front and centre.”

“The last photo she posted before the fight was in our gear – I’m so excited.”

UFC set a new attendance record for Etihad stadium with the matchup which took place on Sunday morning for the benefit of US audiences.

Simon Canning




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