"This deal with the Ultimate Fighting Championship gives our brand a strong association with a sport that appeals directly to our core consumers."
-- Dan Hennessy, brand manager for Mickey's Brewing Company, indicting our entire sport amidst a new sponsorship deal with the UFC.
Update [2008-1-14 20:26:31 by Luke Thomas]:: As Kid Nate correctly points out in the comments, this article is from 2006. I need better sleep. Yikes.