Asia set for mixed martial arts “revolution”
Published by Staff on December 22nd, 2009 in Current Events

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It has fought hard to gain credibility, regulatory backing and global appeal by introducing a comprehensive list of rules, stringent doping procedures and embarking on a educational campaign to win hearts and minds.

Now sanctioned in more than 40 U.S. states, the sport is experiencing explosive growth in viewership and participation. Its top athletes are winning mainstream recognition, hefty salaries and lucrative sponsorship deals.

George St-Pierre, the UFC’s welterweight champion, inked a multi-year deal with sports apparel maker Under Armor Inc in November and earlier this year became the first MMA fighter to sign with Gatorade.

MMA gyms are springing up worldwide and the UFC is staging events in Europe, Canada and Australia.

Chatri Sityodtong, managing director at the new Evolve Academy in Singapore, said that MMA’s massive growth lay in a primal fascination with combat — “a reflection on humanity, the caveman instinct.”

Read more at: http://www.reuters.com/article/idUSTRE5BK0D820091221?type=sportsNews