This is the second award the UFC has been nominated for, following last year's competition for Sports League Of The Year. They didn't win that award and were also shut out this year of any additional nominations for company personnel.
They are up against four big events that span the sports spectrum:
2011 Carrier Classic: This was an NCAA men's basketball game played between North Carolina and Michigan State aboard the flight deck of the USS Carl Vinson on Veterans Day.
- 2011 Humana Challenge: This is an annual PGA event played in January, formerly known as the Bob Hope Classic. Jhonattan Vegas (yes, that's his real name) won the 2011 edition.
2011 NBA Finals: The Dallas Mavericks defeated the Miami Heat in six games to take their first NBA title.
- Super Bowl XLVI: The New York Giants defeated the New England Patriots 21-17 to win their fourth Super Bowl title.
By comparison, UFC 129 drew a North American record 55,724 fans to Toronto, Canada, for the organization's first-ever event in the city. Packed with a UFC Fan Expo, the Rogers Centre crowd saw countryman Georges St. Pierre successfully defend his welterweight title against Jake Shields, while Lyoto Machida knocked out Randy Couture in the latter's final bout. The April 30th event brought in more than $12.1 million in ticket sales and an estimated 800,000 buys on pay-per-view.
This year's winners will be announced during a late May ceremony in New York City. A mix of sports industry experts and SBJ staffers will decide the winners.