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Mariachi, masks and mixed martial arts | How a little local flavour can bring big success in combat sports

If you're a broadcaster or sponsor, partnerships with global, A-list combat events are fantastic to have. But if fighters’ identities and abilities don’t resonate with your audience, the properties or events they appear on are almost never A-list enough to warrant the investment.

Yair Rodriguez celebrates his victory during the UFC Fight Night event at the at Talking Stick Resort Arena on January 15, 2017. (Photo by Christian Petersen/Getty Images)

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