Brandon LeBlanc ’26
Communication major, Graphic Design minor
Men’s Cross Country
When Brandon LeBlanc ’26 isn’t running cross country or working on graphic design projects for Saint Anselm’s Office of Athletic Communications, there’s a good chance he’s watching mixed martial arts (MMA.) After taking a liking to one of the world’s fastest-growing sports, LeBlanc was surprised to hear the negative views the Ultimate Fighting Championship (UFC) garnered just three decades prior. With goals to pursue a vibrant sports communications career and personal passion for athletics, the student-athlete questioned how media portrayal alone changed the UFC’s public perception.
By diving into secondary sources, LeBlanc learned just how unorganized and excessively violent the UFC once was. Using old and modern footage comparisons, LeBlanc observed radical differences in everything from commentary to overall presentation. His research referenced pay-per-view events, commercials, and The Ultimate Fighter—a reality TV show that pushed the sport to a different mainstream audience—to study the various techniques that evolved the feel of the UFC.
Along with his analysis, LeBlanc developed an annotated bibliography and conducted an in-depth literature review to present his findings. From these observations, LeBlanc determined that it was a branding evolution that illustrated the UFC as a polished, professional athletic league instead of an underground fighting ring. By engaging his communication knowledge, LeBlanc concluded that forming audience connections with rhetorical appeals like ethos, pathos, and logos was pivotal in transforming the UFC’s narrative.