The mixed martial arts franchise Ultimate Fighting Championship has never been in such fighting form. Since it was founded in 1993, it has become an established part of the sports mainstream (it's now bigger than baseball), as adrenaline-hungry fans around the world have flocked to its signature blend of violence, athleticism and entertainment.
The UFC has enlisted an unlikely '90s animated duo in its quest to turn Saturday's UFC 200 pay-per-view event into its most popular ever: King of the Hill's Hank Hill and George Liquor from The Ren & Stimpy Show.
Asked what it’s like to run the Ultimate Fighting Championship, the ruling franchise of the mixed martial arts world, Dana White doesn’t mince words. “This job is insanity,” he says.
The business of professional sports has never been bigger or more complex. Games are seen via multiple media and screens, and are time-shifted. Social and mobile have become first-string players. And sports is the last true collective viewing hearth at scale.