By ADAM GOLDMAN
The Associated Press
NEW YORK (AP) – Shortly after a group of investors bought the nearly bankrupt Ultimate Fighting Championship in 2001, the company put on a pay-per-view bout.
But the fight ran over its allotted time. Angry viewers didn't get to see the conclusion.
"It was a very bad start," UFC President Dana White acknowledged. "It took us a long time to rebuild."
UFC has since found its legs and it's making money. The privately held Las Vegas-based company has been slowly bolstering its brand, forging a successful relationship with cable network Spike TV and reshaping attitudes about the violent sport.
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