Why UFC's New York City Debut Is Such a Big Deal, and How Brands Are Cashing In

Sport’s audience is global and millennial

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. Its purchase this past July by powerhouse Hollywood talent agency WME | IMG for $4 billion only supercharged its winning streak.