MMA Group EliteXC To Air Fights On CBS

As it attempts to become part of mainstream America, mixed martial arts continues to make strides with two ground-breaking, and eye-opening, deals. First, fledgling league EliteXC signs the sport's first major network deal with CBS, with four primetime broadcasts expected to air on the net this year. Meanwhile, Anheuser-Busch brings its considerable marketing clout to the sport, signing a deal with UFC that makes Bud Light the league’s official beer sponsor. A-B sports marketing chief Tony Ponturo says with fan interest growing rapidly, “you’ve got to get in.” However, if the sport fails to garner decent ratings on CBS, some speculate the sport could be “stigmatized” as a niche sport.

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