In light of recent news, I'd be remiss if I didn't mention this bit of info for those that still think it's about the fighters and not the UFC brand:

UFC 115 just broke the record for ticket sellout - 30 minutes

This card takes place in Vancouver.

Here is the card so far (pulled off Sherdog.com):

Chuck Liddell vs. Rich Franklin
Jon Fitch (No. 2 WW, No. 7 PFP) vs. Thiago Alves (No. 3 WW, No. 9 PFP)
Carlos Condit vs. Rory MacDonald
Patrick Barry vs. Mirko Filipovic
Tyson Griffin vs. Evan Dunham
Ben Rothwell vs. Gilbert Yvel
Paulo Thiago (No. 5 WW) vs. Martin Kampmann (No. 10 WW)
Mac Danzig vs. Matt Wiman
James Wilks vs. Peter Sobotta
Mike Pyle vs. Jesse Lennox
Claude Patrick vs. Ricardo Funch

For THIS card to sellout in 30 minutes, in Canada, WITHOUT GSP is virtually proof-positive that the majority of MMA fans identify with the UFC brand over any particular fighter. Canada has a huge fanbase of some of the most hardcore MMA junkies in the world and they were falling over each other to get to a live UFC event. Were they anxiously waiting for Liddell v. Franklin and Fitch v. Alves?

It's not just there either, there have been UFC cards that sold out before the main card was even announced. That means people were paying over $1000 for ringside seats to a fighting event when they didn't even know who the main card fighters were. That is serious branding power, and you will NEVER see that kind of response in boxing.

When you consider that Liddell is widely considered a fading star and Franklin is best known from Anderson Silva's highlight reel, this card has virtually no current major star power for casual fans.

As someone who has grown up with this sport I find this kind of response strange, wonderful, and utterly fascinating.

I agree that it is amazing. Hard to understand almost.

PS Pat Barry vs Cro-cop should be a WAR!