Mixed Martial Arts
The popularity of MMA is boundless given the fact that is crosses all language and cultural barriers. Mixed Martial Arts is currently one of the fastest growing sports in the world and in recent years has begun to outdraw major US football and baseball league games. It is estimated that there are millions of martial arts practitioners, and this number is rapidly growing worldwide.
Mixed Martial Arts' commercial origins began in 1993, when Southern California entrepreneur Art Davis and martial arts professional Rorion Gracie attracted investors and media sponsors to support the creation of the Ultimate Fighting Championship. The UFC became a hit on pay-per-view and home video almost immediately due to its originality, realism and wide press coverage. In 1997, the company faced increased regulatory pressure, including a campaign led by Arizona Senator John McCain to ban 'no-holds barred' fighting nationwide. Forced underground, the UFC faced financial difficulties and was sold in 2001 to Zuffa, LLC owners Frank and Lorenzo Fertitta. Leveraging their ties to the Nevada State Athletic Commission, Zuffa's owners secured sanctioning in 2001 brought the UFC back to legitimacy, and re-launched the UFS on cable pay-per-view television. The UFC gradually rose in popularity after the purchase, due partly to effective advertising and corporate sponsorship.
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