Mixed martial arts goes mainstream

01/21/2009 | NYTimes.com

Marketers are increasingly embracing the violent sport of mixed martial arts, partnering with its most prominent brand, the Ultimate Fighting Championship, in an effort to reach young male consumers. Bob Dorfman, executive creative director of Baker Street Partners, said, "A lot of mainstream advertisers who were pooh-poohing it are looking at it seriously in their marketing mix."

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