A Brief History of Mixed Martial Arts (part 6)

As the UFC gained popularity, it became a pertinent political topic, as Arizona Senator John McCain launched a campaign against the UFC. As a result, in 1997, pay-per-view carriers dropped the Ultimate Fighting Championship events from their line-ups. This was partially SEG’s fault, as they had marketed the UFC as a blood sport, by drawing attention to the negatives that surrounded the event. SEG’s marketing of the event boasted that it was a “no rules,” or “no-holds-barred” fighting event, where anything could happen, even death. This was a successful marketing scheme in the beginning, as it drew attention to the sport from curiosity seekers, but it later backfired politically. As the political uproar began, and Sen. McCain became an outspoken champion of the abolition of the sport, states began to outlaw mixed martial arts competition. This forced the UFC to move its events from state to state, until the pay-per-view providers dropped the events from their services. In the words of UFC ring announcer, Bruce Buffer, this caused the UFC to “basically go underground.”

The Ultimate Fighting Championship remained a fringe oddity, without pay-per-view coverage, and banned from all but a handful of states for several years, until the franchise was purchased by Zuffa, LLC. Zuffa, a Las Vegas based media and casino management company owned by Lorenzo and Frank Fertitta, took over the UFC franchise with the intention of returning it to its former popularity, and eventually gaining the sport mainstream acceptance. The Fertittas and Zuffa president Dana White sought to turn the UFC into a “good, clean sport with actual rules,” which would allow the sport to eventually become sanctioned. This would be a huge step for the UFC, as “sanctioning provides a legitimization for the sport,” according to Bruce Buffer.

Dana White and the Fertitta’s work came to fruition in 2001, when the UFC returned to pay-per-view, with record buy rates, and record ticket sales at their live events. The new and improved UFC returned with a stricter set of rules, which included rounds, time limits, five weight classes, a list of 31 fouls, and 8 possible ways to win. Also, the UFC fighters were drastically different from those that entered the Octagon in 1993.

Source: Donald F. Walter, Jr.