UFC’s promoters predicted that it would supplant boxing as America’s martial art. Instead, it fell apart. The collapse began in 1996, when Sen. John McCain, R-Ariz., saw a UFC tape. McCain, a lifelong boxing fan, was horrified at the ground fighting, kicks, and head butts. It was “barbaric,” he said. It was “not a sport.” He sent letters to all 50 governors asking them to ban ultimate fighting. The outcry against “human cockfighting” became a crusade, and like many crusades, it was founded on misunderstanding.
But this does not impress boxing fans, who are the most vigorous opponents of extreme fighting. McCain sat ringside at a boxing match where a fighter was killed. When I asked him to explain the moral distinction between boxing and ultimate fighting, he exploded at me, “If you can’t see the moral distinction, then we have nothing to talk about!” Then he cut our interview short and stormed out of his office.
But logic has not served Illustration by Keith Seidel the UFC well. Where McCain led, a prudish nation followed. George Will opined against UFC. The American Medical Association recommended a ban. New York state outlawed ultimate fighting, as did other states. The Nevada Athletic Commission refused to sanction UFC bouts, barring the UFC from the lucrative casino market. (One public TV station refused a UFC sponsorship ad. The only other organization the station ever rejected was the Ku Klux Klan.) Lawsuits blocked or delayed UFC events all over the country, forcing the promoters to spend millions in legal fees. The UFC was exiled from mega-arenas to ever-smaller venues in ever more out-of-the-way states: Louisiana, Iowa, and Alabama. The match I attended in October 1997 was held in the parking lot of a small Mississippi casino.
The cable TV industry struck the fatal blow. In early 1997, McCain became chairman of the commerce committee, which oversees the cable industry. In April 1997, the president of the National Cable Television Association warned that UFC broadcasts could jeopardize the cable industry’s influence in Washington. Time Warner, TCI, Request, Cablevision Systems, Viewer’s Choice, and other major operators stopped airing UFC events, saying they were too violent for children. Never mind that 1) UFC only aired on pay-per-view, so children could not see it unless their parents paid for it; and 2) the same cable outfits carried boxing matches, R and NC-17 movies, and professional wrestling shows far more violent than UFC. The UFC’s “addressable audience”–the potential number of PPV subscribers–shrank from 35 million at its peak to 7.5 million today.
The ultimate fighting industry did little to help its own cause. The UFC promoted itself less as a serious sport than as a circus of carnage. Its early ads emphasized extreme fighting’s potential for death. UFC folks accused McCain, without any evidence, of opposing the sport as a favor to campaign contributors. Extreme fighting was tarnished when fighters from the other ultimate fighting operation, the now-defunct Battlecade, were arrested for violating Canadian prizefighting laws when they fought on an Indian reservation outside Montreal.
