"Build it and they will come"

Bellator Fighting Championships and ESPN announced a sponsorship agreement with Ford Motor Company.

Thats right...that FORD. As in the company that revolutionized the car industry.

Ford becomes Bellator's exclusive automotive sponsor. Not surprisingly...it's the 106-year-old company's first MMA sponsorship.

Bellator, the first-ever ESPN-backed MMA organization, debuts April 3 and hosts events for 12 consecutive weeks. The shows then airs on ESPN Deportes. Fighters such as Eddie Alvarez, Wilson Reis, Hector Lombard and Jorge Masvdial will compete for the organization.

It appears that part of Fords interest was Bellators connection to Latino consumers...Bellator will be featured on ESPN Deportes.

Bellator is the proverbial Canary in the Coalmine for the Disney owned ESPN. The network has has been very inconsistent with it's coverage of the sport. However, like every other network, you need to go where the money is and the growth of the sport is hard (if not foolish) to ignore. It this works and works well...it will be HUGE for the sport as the #1 network for sports worldwide will certainly spend more time on coverage.

Having said that...if this "Canary" does not...fly so to speak then MMA coverage will most likely remain spotty.

Either way...better to have Ford as a sponsor than Toyo tires or Mickeys...

"Follow the Money"