From the Old Gray Lady:
Man Considered World’s Top Fighter Rejects His Sport’s Top Brand By R.M. SCHNEIDERMAN New York Times
Published: August 3, 2009Fedor Emelianenko, a champion mixed martial arts fighter from Russia, signed a three-fight deal Monday with Strikeforce, once again depriving the Ultimate Fighting Championship of the chance to lay claim to the man who is widely considered the best mixed martial arts fighter in the world. The U.F.C. has nearly all of the world’s best professional mixed martial arts fighters, but Emelianenko, a heavyweight, remains elusive.
...In March, Strikeforce signed a multiyear television deal with Showtime. Before the deal, Coker said, Strikeforce was largely a regional-based live event promotion. But the addition of Emelianenko gives it a chance to become the No. 2 mixed martial arts brand in the world, behind the U.F.C.
They also cover the negotiations:
The U.F.C. tried and failed to sign Emelianenko once before, two years ago. It would not disclose how much money it offered him, but in an e-mail message Monday, the U.F.C.’s president, Dana White, expressed frustration in dealing with Emelianenko and his management.
"He turns down a huge deal and the opportunity to face the best in the world to fight nobodies," White said.
Strikeforce has some highly acclaimed heavyweights, but the U.F.C. has a deeper talent pool.
"As far as heavyweights in the world go, Fedor’s the man," said Scott Coker, the chief executive of Strikeforce.
At 6 feet and 235 pounds, Emelianenko (30-1) is relatively undersized for a heavyweight, but has not lost a fight in nine years. Recently, however, some fans and mixed martial arts analysts have criticized the caliber of his opponents. Such criticism is likely to persist.
The important thing to think about when reading NY Times coverage of an issue is that the Times is disproportionately influential media outlet that tells other media outlets how to cover things.
Fedor's ability to generate coverage in the paper of record is a leading indicator of his promotability.