How a Reality TV Show Turned the U.F.C. From Pariah to Juggernaut
Twenty years ago, the Ultimate Fighting Championship was on life support. Broadcasters scoffed at the idea of televising half-naked men pummeling each other inside a caged octagon, engaged in a sport where broken bones and dislodged teeth were common. Venues closed their doors and advertisers their wallets.
The extreme violence meant there was no way to monetize the mixed martial arts promotion, Kevin Kay, who was then an executive at Spike TV, explained to the U.F.C.’s owners and its president, Dana White, in a 2004 meeting.
“I really like it but I don’t see how I’m going to get Budweiser to put their logo on the mat when there’s blood on it,” Kay recalled saying.
This weekend, T-Mobile Arena on the Las Vegas Strip will host U.F.C. 300, a pay-per-view milestone for a sport that was once effectively banned from television. And it has television to thank for its longevity.
After being spurned by networks large and small, the U.F.C. leadership devised a last-ditch plan to become profitable: a reality TV show in which 16 athletes would live together in a Las Vegas house, training and fighting one another with a six-figure contract on the line.
If it did not work, the U.F.C. would crater.
But the first season of “The Ultimate Fighter,” which aired on Spike TV in 2005, succeeded in humanizing the athletes as actual people instead of mindless punching bags. Viewers appreciated the behind-the-scenes looks at training regimens and cutting weight.