Chuck Liddell.... Why The UFC Invested Too Much

The Ultimate Fighting Championship has been attempting to legitimize Mixed Martial Arts since the inception of the fight club in 1993.  Once being referred as "Human Cockfighting" the organization is seemingly strong with many minor league circuits airing on television as well. 

The UFC had truly hit their stride in May of 2007, with their Super fight between Chuck "The Iceman" Liddell and Quinton "Rampage" Jackson.  ESPN, FOX, Sports Illustrated were all pulled into the fray as the UFC was going to be the NEXT BIG THING.

The Problem came when the UFC and President Dana White decided to push all of their money into The Iceman.  Liddell looked like the poster boy for the organization with his Mohawk and continue talk about avenging his loss to Quinton Jackson. The stations that promoted the fight failed to ever show Rampage, nobody knew who what the UFC was about, all they knew was The Iceman.

The Iceman proceeded to be melted by Rampage, and the league became a laugh.  The casual fans were expecting a battle of two Goliaths, and got nothing close.  After this fight, the casual fans would remember Liddell, but the first thing they would hear about is how he got knocked out. 

Now the UFC has nobody to put their money behind.  The logical choice is Brock Lesnar, but most people who would see this Behemoth would assume the obvious: Steroids.  Another reason behind not backing Lesnar is the fear of Another Chuck Liddell situation.  The lack of a focal figure after The Iceman has taken the UFC back many years of progress. 

The point of fighting promotions is to build up a character and build up his opponent.  The UFC simply puts a man-on-man mentality into their company, thus, creating no real figure head or challenger.  Professional wrestling may be fake, but they do a great job of finding good and bad guys.  Boxing does the same thing, having the underdog chase fights to take on the champ.  The UFC's plan of success has not generated the revenue that it should, and would make had they followed in a successful business strategy.