Mixed Martial Arts organizations like UFC and PRIDE were part of pop culture in 2007. UFC world champ Chuck Liddell guest starred on Entourage and modeled in GQ - teenagers around the country emulated Brazilian Jujitsu moves of Royce Gracie. The sport grew to fifty some-odd leagues. We were tasked to launch another. VERSUS secured exclusive rights to air World Extreme Cagefighting– an MMA organization anchored by lighter fighters and faster action. In this massively competitive arena, our job was to ensure that WEC was seen as the most extreme form of this extreme sport. Ratings nearly doubled.