I was at Mix Lounge, on the 64th floor of The Hotel at the Mandalay Bay in Las Vegas. It was around 9 p.m., and the lights on the neighboring Luxor pyramid were starting to shoot up the sides and up into the night. This was early June. I was chatting with a group of people, which included a guy who promoted events at the MGM Grand.
"Tell me something," someone asked the MGM guy. (Pardon me if the details are vague, but this was one of those cocktail parties where the drinks were brought around with greater speed and frequency than the food.)
"Yes?" the MGM guy said.
"Do you think Ultimate Fighting will ever be bigger than boxing?"
The MGM guy smiled.
"It already is," he said. "I mean, we love Oscar De La Hoya. But unless it's him, Ultimate Fighting is already bigger than boxing."
http://sportsillustrated.cnn.com/2006/writers/bill_syken/07/13/scorecard.daily/index.html