First Light Star IP - The Missing Asset Class Athletes are paid for performance and valued for attention. The value of a famous name is built mostly outside the arena, outlives the career, and belongs to no one who is paid to grow it. Read the manifesto

Publications.

  1. Two numbers to check in January 2028 The UFC is moving from selling the story before the fight to selling what happens inside it.
    Two predictions for 2027, written down now to be scored in public in January 2028:
    • stars will fight less
    • the UFC will put on more lopsided matchups
         Article
  2. Raoni Barcelos: losing the fight, gaining the fame He lost his first UFC main event, and gained +47% Instagram followers in four days. Article
  3. Johnny Walker at UFC 332, in the data. Walker knocked out Mick Parkin in his UFC heavyweight debut. His Instagram and Wikipedia numbers from the weekend, set against the rest of the card, his peers and his own past fights. Article