The executives at ESPN have long resisted MMA coverage. From their edict of “no coverage” after Shamrock-Ortiz to their reluctance to cover arguably the best pound for pound fighter in the world in Anderson Silva, ESPN has done as much as possible to avoid covering MMA outside of the short period where they thought they might get UFC TV rights.
This is all well within their rights as a private company, and complaining will do nothing about it. The only thing groups like the UFC can do is try to persuade the people in charge to think differently, and to make the most of their few opportunities.
However, the recent Brock Lesnar piece on E:60 was a step in the right direction. Dave Meltzer reports in this week’s Wrestling Observer Newsletter that the segment on Brock Lesnar was the highest rated segment in the short history of the show. The people at E:60, while clearly not MMA experts, have shown some interest in MMA in the past with pieces on Kimbo Slice and Gina Carano. Hopefully this success brings us some more pieces on MMA stars, and more exposure for MMA across the board on ESPN. MMA fans may be unable to convince old executives that their sport is legitimate, but MMA will be on the air there if it delivers in the ratings.