Is This Legal?

1. The Vision: Answering the Eternal Question of "Who is the World's Best Fighter?"

All men dream: but not equally. Those who dream by night in the dusty recesses of their minds wake in the day to find that it was vanity: but the dreamers of the day are dangerous men, for they may act their dream with open eyes, to make it possible.

A lifelong quest. Art Davie, an advertising executive with a background in boxing and martial arts, was driven by a simple, ancient question: "Who would win in a real fight?" This curiosity, sparked by a childhood wrestling encounter and a Marine's tale of a Thai boxer vs. Indian wrestler, became his obsession. He envisioned a tournament where different fighting styles would clash, unfiltered and raw, to find the true "Superman" of combat.

Ancient roots, modern ambition. Davie drew inspiration from Pankration, an ancient Olympic sport combining striking and grappling, and Brazilian Vale Tudo, a no-rules fighting tradition. He saw a market for this raw spectacle, unlike the choreographed pro wrestling or rule-bound martial arts events. His initial pitch, "The World's Best Fighter," aimed to bring this vision to a major public stage, initially targeting a beer sponsor.

Beyond the ring. Davie believed that traditional combat sports, like boxing, often failed to answer the fundamental question of true fighting effectiveness. He studied historical mixed-style bouts, noting how rules often diluted their authenticity. His goal was to create an event that stripped away these limitations, allowing pure skill and style to determine supremacy, a concept he felt was ripe for a global audience.

2. Leveraging Credibility: Partnering with the Unbeatable Gracie Family

Arturo, Gracie Jiu-Jitsu, it’s not a style of martial arts. It’s a source of instruction for Brazilian jiu-jitsu.

The missing piece. Davie recognized his lack of credibility in the fight world. His solution: partner with the legendary Gracie family, renowned for their "Gracie Challenge" and claims of an unbeatable jiu-jitsu style. Despite initial rejections and Rorion Gracie's disinterest in a large-scale event, Davie persisted, first by demonstrating his marketing prowess with the Gracie's instructional video sales.

A lucrative alliance. Davie's direct mail campaign for the "Basics of Gracie Jiu-Jitsu" tapes generated over $150,000, proving his ability to monetize the Gracie name. This financial success convinced Rorion to partner on the "War of the Worlds" project, with Davie handling the business and Rorion lending the invaluable Gracie name and reputation. This partnership, though often strained by Rorion's focus on family legacy over business details, was crucial.

The family mystique. The Gracies, particularly patriarch Hélio and champion Rickson, embodied an aura of invincibility. Their history of challenging all comers in Brazil and their effective ground fighting techniques provided the authentic "style vs. style" element Davie needed. Even with Rorion's eventual decision to put forward the less imposing Royce, the Gracie name alone provided the necessary fighting credibility to attract other martial artists.

3. Relentless Pursuit: Overcoming Constant Rejection and Skepticism

You’ll never get this off the ground. People have been talking about this for years. It never goes anywhere.

A chorus of "no." Davie faced an onslaught of rejections from every corner:

• Sponsors: Wisdom Imports passed, finding the concept "too violent."
• TV Networks: HBO, Showtime, and ESPN dismissed the idea, with one executive stating a memo advised "slam the door in his face" for martial arts pitches.
• Martial Arts Community: Many organizations and experts found the concept "bad for martial arts," fearing it would "corrupt the nation's youth" or expose their styles as ineffective.

Stubborn determination. Despite the widespread skepticism and outright hostility, Davie refused to give up. He saw the rejections as temporary roadblocks, not dead ends. His tenacity, a trait he inherited from his father, fueled his belief that the public's desire to answer "which art is the most effective?" would ultimately prevail.

Finding the cracks. Davie strategically sought out niches and unconventional paths. He discovered Colorado's unique bare-knuckle boxing laws and its LLC registration benefits, making it an ideal, low-regulation location. He also used martial arts magazine ads, even with "sleight of hand" details, to attract fighters willing to step into the unknown, demonstrating his unwavering commitment to his vision.

4. Strategic Hype: Crafting a Spectacle with "No Rules" and a Unique Arena

This is the search for the real Superman.

The Milius touch. To elevate the event beyond a mere fight, Davie enlisted Academy Award-nominated director John Milius as Creative Director. Milius, a Gracie Jiu-Jitsu student, brought a vision of gladiatorial spectacle, drawing inspiration from ancient Pankration and Roman coliseums, suggesting elements like "vestal virgins" and a "cathedral of light." This Hollywood connection added significant gravitas and theatrical flair.

The Octagon's birth. Rejecting a traditional boxing ring, Davie sought a fighting area that prevented stalling and escapes. Ideas ranged from electrified floors and Plexiglas boxes to shark-filled moats. Ultimately, the iconic eight-sided "Octagon" was chosen, balancing primitive aesthetics with futuristic design, ensuring continuous action and optimal TV viewing. It became a symbol of the event's unique, no-escape combat.

"There Are No Rules!" This bold tagline, conceived by Davie, became the event's defining statement, despite the existence of a few basic rules (no eye gouging, biting, or groin strikes). This provocative marketing, combined with local promoters' "death and mutilation" ads, aimed to shock and intrigue, promising a level of raw combat unseen on television and attracting a bloodthirsty audience eager for genuine, unpredictable violence.

5. Navigating the Sharks: Dealing with Hollywood Egos and Business Bullies

It’s not paranoia if they’re really out to get you.

The New York Bankees. Davie's primary challenge was securing a Pay-Per-View partner. Semaphore Entertainment Group (SEG), led by the imposing Bob Meyrowitz, emerged as the key. Davie quickly learned SEG's aggressive negotiation tactics, particularly their "sweetheart deal" approach that favored them financially. He hired an entertainment lawyer, Don Moss, to counter Meyrowitz's lawyer brother, David, in protracted contract battles.

Managing personalities. Beyond SEG, Davie navigated a complex web of personalities:

• Rorion Gracie: His partner, who was often disengaged from operational details, prioritizing Gracie Jiu-Jitsu's legacy over the event's business.
• John Milius: The creative genius who offered grand ideas but little practical involvement.
• Fighters: Many were prone to paranoia, ego, and outlandish claims (e.g., Pat Smith's 250-0 record, Zane Frazier's constant complaints).

The art of the deal. Davie's experience in advertising and sales proved invaluable. He used his "chutzpah" to secure a $23,000 guarantee from local promoters Barry Fey and Zane Bresloff, even bringing Rickson Gracie as a "mob enforcer" to ensure payment. He also managed to get SEG to cover the fighting area's cost and some fighter guarantees, slowly chipping away at their initial demands despite their reluctance.

6. The Chaotic Launch: UFC 1's Brutal Reality and Unforeseen Disorganization

You couldn’t fake this level of disorganization and dissent if you’d wanted to, and you certainly couldn’t fake those two crushing strikes to the face.

Pre-fight pandemonium. The week leading up to UFC 1 was a maelstrom of logistical nightmares and interpersonal drama. Fighters arrived out of shape (Kevin Rosier), unprepared (Art Jimmerson forgot his gloves), or paranoid (Zane Frazier). The hotel lobby became a hotbed of tension, with fighters and their camps nearly brawling, and accusations of Gracie favoritism running rampant.

The rules meeting debacle. Davie's attempt to formalize rules with the International Fight Council (IFC) backfired spectacularly. Fighters, led by Zane Frazier, openly challenged Rorion Gracie's authority and impartiality, accusing the event of being "rigged for your brother to win." The meeting devolved into chaos, only salvaged by Teila Tuli's dramatic declaration to "party" and sign his waiver.

On the brink. Just hours before the live broadcast, the contract with SEG remained unsigned. Davie, facing the prospect of financial ruin and industry blacklisting, played a high-stakes game of chicken with Meyrowitz, demanding SEG pay all future fighter purses. His gamble paid off, with the contract signed just 73 minutes before airtime, a testament to his unwavering resolve amidst the mounting chaos.

7. The Gracie Triumph: Showcasing Jiu-Jitsu's Dominance and Family Honor

I’m not here for the money, I’m here for the honor of the family.

Royce's unexpected ascent. Rorion's controversial decision to put forward his younger, seemingly less imposing brother, Royce, instead of the formidable Rickson, proved to be a masterstroke. Royce, despite his quiet demeanor and physical disadvantage against larger opponents, embodied the Gracie philosophy of technique over brute strength. His emotional breakdown before the fight highlighted the immense pressure he faced to uphold his family's legacy.

Jiu-Jitsu's undeniable effectiveness. Royce systematically dismantled his opponents, demonstrating the overwhelming superiority of Gracie Jiu-Jitsu's ground fighting and submission techniques.

• Art Jimmerson: Defeated in 2:18 without a single punch landed, highlighting the boxer's helplessness on the ground.
• Ken Shamrock: Submitted in 0:57, proving jiu-jitsu's effectiveness against a formidable grappler.
• Gerard Gordeau: Choked out in 1:44 in the final, despite Gordeau's earlier brutal victories.

A family affair. Royce's victories were a vindication for the entire Gracie clan, particularly for Rorion, who saw the event as a vehicle to showcase his family's art to the world. The emotional award ceremony for Grandmaster Hélio Gracie, where Rorion publicly honored his father, underscored the deep family pride and the passing of the torch to a new generation of Gracie champions.

8. Immediate Impact: From Obscurity to "Human Cockfighting" Firestorm

What we’ve learned tonight is that fighting is not what we thought it was.

A shocking debut. UFC 1, despite its chaotic production and amateurish commentary, was an undeniable success. The raw, brutal reality of the fights, particularly Gerard Gordeau's tooth-flying kick to Teila Tuli's face, captivated audiences and shattered preconceived notions of combat sports. The event garnered 86,592 Pay-Per-View buys, far exceeding SEG's modest expectations and signaling the birth of a new phenomenon.

The backlash begins. The unprecedented violence, however, immediately triggered a firestorm of controversy. Politicians and media outlets, led by Arizona Senator John McCain, condemned the UFC as "human cockfighting." McCain's relentless campaign to ban the event, writing to all 50 U.S. governors, quickly led to widespread moral outrage and legal challenges, forcing the nascent sport underground in many states.

A new industry born. Despite the immediate backlash, the UFC's success spawned an entirely new industry: mixed martial arts (MMA). This "black swan" event, unpredictable and impactful, created a global scene of fighters, gyms, promotions, and fans. It forced a re-evaluation of traditional martial arts, exposing "flakes and bullshit artists" and proving that true effectiveness lay in comprehensive combat skills, not just striking or grappling alone.

9. The Inevitable Evolution: Selling Out to Survive and Transform into a Sport

Long after I’m gone, MMA will still be around.

Survival of the fittest. The escalating political and media pressure, coupled with the need for costly civil and criminal attorneys, convinced Davie that the UFC's survival depended on a fundamental shift. He realized the raw spectacle had to evolve into a legitimate sport, requiring rule changes like time limits, judges, and mandatory gloves—elements that were anathema to the pure Gracie style.

A painful parting. This vision clashed with Rorion Gracie's desire to maintain the "no rules" purity and continue showcasing Gracie Jiu-Jitsu's dominance. The tension culminated in Davie's decision to sell W.O.W. Promotions to SEG, recognizing that Rorion would likely pull Royce from future events due to the impending rule changes. This difficult choice, though causing a rift with Rorion, was seen by Davie as necessary for the UFC's long-term viability.

Legacy secured. Davie, despite feeling "betrayed" by Rorion's initial reluctance to sell, ensured the investors received a fair share of the proceeds. He then continued his role as booker and matchmaker for SEG, helping to shape the UFC's early evolution. The sale marked a pivotal moment, transforming the raw, chaotic "human cockfighting" into a regulated, globally recognized sport, fulfilling Davie's ultimate dream of a lasting combat franchise.

Last updated: August 14, 2025