Kevin Iole of Yahoo! Sports recently interviewed Lorenzo Fertitta, co-owner of the UFC. Their conversation focused on the success of the UFC to date and the challenges that lay before them.

When posed with a question about some shows in 2007 being less successful than the norm, Fertitta made an interesting statement:

One of the greatest successes that we’ve had, for instance, is the last show we did in New Jersey (UFC 78 on Nov. 17). We had a fight being headlined by two guys who had never fought for a championship and, relatively, had never been proven to be pay-per-view draws. But we basically sold out the arena in New Jersey and we did very strong, above average, pay-per-view. So to me, while it wasn’t Liddell-Ortiz, that said more to me than one of what you might call one of our bigger fights did. It showed that our UFC brand can carry a whole show.

The UFC brand can carry a whole show.

This statement may infuriate some die-hard fans and worry some fighters. But Fertitta’s statement holds a great deal of truth. Rashaad Evans and Michael Bisping do not have the records, experience, or fan following that would otherwise warrant having them on the main event.

UFC is, by far, the biggest MMA organization, yet some might argue that they don’t have the best fighters. Fedor Emelianenko, considered the best heavyweight in the world, turned down a recent offer from the UFC and Randy Couture, viewed as #2 recently resigned, despite being the reigning champion.

The UFC also, to date, does not have a bantamweight division which organizations like the WEC (note: also owned by Fertitta) are using to create great excitement.

UFC fans currently have a trust with the UFC that they will see exciting fights. They may not recognize all of the names on a card, but if Dana White and Joe Rogan say that a fight is going to be great, fans believe them. Beer and pizza will be ordered. Sports bars and living rooms will be filled with fight fans. And pay-per-views will be purchased.