The World Series is now over, the NBA and NHL seasons have begun their long stretches, college football is missing a compelling weekend matchup, the luster of the NYC Marathon is gone and the NFL is passing its midpoint. So into the mix when there is a lack of marquis events this weekend falls the sport of Mixed Martial Arts, which returns to CBS in primetime still looking for a challenger to provide any mainstream competition to the UFC. Can either capture the casual fan on a slow weeken. The CBS/Strikeforce show will feature perhaps MMA's largest and most enigmatic star, Russian Fedor Emelianenko in a heavyweight bout at the Sears Center in Chicago. With nowhere near the mainstream hype that Kimbo Slice had during CBS’ earlier MMA test with Pro Elite, and without female star Gina Carano on the card, Emelianenko will have to carry the card and try to find a way to endear himself to a public and to marketers that appear to be even more agnostic to MMA as a whole than they have been in some time. Make no mistake about it, the UFC continues to be the number one experiential brand in the sport and maybe in all of fight sports, but the strides to add new partners and even build mainstream names other than the MMA vets that have grown in the past few years, continues to hold MMA back from jumping to a level of growing mainstream acceptance. Saturday night could be another chance to provide that move forward, even with a promotion in Strikeforce that is a great regional event but has not caught national acceptance with the casual fan.
