By Dann Stupp
Contributing Writer
Don't look now, but here comes Elite Xtreme Combat.
While MMA organizations come and go — literally hundreds of promotions have popped up in every nook and cranny of the world — EliteXC is gathering the pieces it needs to stand out from a crowded field of competitors.
When EliteXC first announced its presence in December 2006, a broadcasting deal with Showtime gave it instant credibility. However, that strategic partnership has only been the start.
From a talent standpoint, EliteXC still pales in comparison to the top dog, the Ultimate Fighting Championship.
However, the organization is piecing together a roster of marketable names, including Robbie Lawler — a former UFC slugger who defeated Murilo "Ninja" Rua to win the EliteXC middleweight title this past Saturday — and Gina Carano, who is perhaps the sport's most recognizable female fighter.
EliteXC's Nick Diaz, Jake Shields and Joey Villasenor also have name-recognition with fight fans around the globe and more could be on the way.
ProElite Inc., the EliteXC's parent company, has been on a recent shopping spree, purchasing the U.K.-based Cage Rage Championships, Korea's Spirit FC, Hawaii's Icon Sport and North American mainstay King of the Cage.
While the acquisitions haven't necessarily secured EliteXC any additional top-tier talent, they have brought the organization a chance for international presence.
"We believe by acquiring all these brands worldwide (EliteXC) becomes a true global brand," says charismatic EliteXC president Gary Shaw.
There's no doubt the organization has the pieces, but it'll be up to Shaw and his staff to put them all together.
If they do, the UFC may soon have legitimate competition.
