UFC / Bellator Rivalry Hits New (Old) Heights Mike Stroeh

For most people, MMA is synonymous with the UFC. I still have conversations with people where I try to refer to things as mixed martial arts, and just get blank stares until I mentioned the UFC by name. There have been other promotions that have popped up (EliteXC, Affliction, Strikeforce, Pride, IFL to name a few), some more successful than others, but in the end the UFC brand reigns supreme, and usually ends up buying out the smaller promotions in the process.

That dominance is getting its first real significant challenge right now in the form of Bellator MMA. They have a prime time slot on Spike TV, with a healthy wrestling lead-in from TNA, and unlike the other UFC rivals of the past, they have the deep pockets to compete with the UFC, as they are under the Viacom corporate banner. There won’t be a buyout in the immediate future to end this rivalry.

We are only in the initial states of this budding rivalry right now. The relationship between the UFC and its former TV home has already been nasty throughout 2012, and now the promotions are directly butting heads over talent. There is current litigation between Bellator and the UFC regarding the contract status of former Bellator lightweight champion Eddie Alvarez. As the acrimony grows between the two companies, and as they fight over the casual MMA fans who may not have a die-hard brand loyalty yet, things would seem to only be getting more interesting.

News broke this week that they had progressed a stage beyond “interesting” to “holy crap, really?” as UFC Hall of Famer Randy Couture has jumped ship to Bellator.

While I have seen nothing about Couture actually fighting in Bellator, this is still a pretty decent coup for the upstart promotion. The biggest problem any competitor to the UFC has had is name recognition with the casual fan. Between his highlight reel fights in the UFC, and his appearances in both Expendables movies, Couture is definitely a name and a face that resonates with MMA fans.

Speaking of resonating, this whole situation reminds me of something. Let me set the scene for you…

There is a dominant promotion, whose name is synonymous with its sport. It is run by a charismatic, ruthlesss businessman who wants to be the dominant force in his market. Any upstarts or rivals are crushed, their talent raided, and their company eventually absorbed. Then, someone with huge financial reserves decides to get into the business, and buys a controlling interest in an established, but still lesser known, company. He has a talented young roster full of exciting athletes, but they struggle to gain a foothold in the national consciousness. They decide that they need a big name, a legend from the rival promotion, to really drive their efforts home and push them to the next level. They go after a former Heavyweight champion, whose past glory has faded as he has grown older, and who has seemed to be more interested in making movies than in being a constant presence in the company. They throw enough money and enough opportunity at him to make him leave his long-time home, and jump to the new rival.

Sounding familiar yet?

So, if in a year, Couture is Bellator Heavyweight champion, has a spray painted beard, and is playing air guitar on the belt, you heard it here first.