Issue 042
October 2008
Every sport has its representatives. Boxing had Muhammad Ali, basketball had Michael Jordan, golf has Tiger Woods.
For years, Tito ‘The Huntington Beach Bad Boy’ Ortiz was regarded not only as the representative of the UFC, but also the face of American MMA. At a time when the sport was just beginning to gain popularity, Ortiz was already a star. His monstrous ground ‘n pound, combined with his incredible showmanship and bad-boy attitude, won him legions of fans, and established his place in UFC history.
Who could forget his rivalry with Ken Shamrock and the Lions Den? Or the beatings he gave Evan Tanner, Elvis Sinosic and Vladimir Matyushenko? For many fans, it was these fights that defined MMA.
Even after Ortiz ceased to be a top five 205-pounder, he continues to be an incredible draw, setting record pay-per-view buy rates and selling out arenas. Love him or hate him, everyone agrees that the UFC was largely built on Tito Ortiz’s shoulders. At one time, the very idea of the UFC without Tito Ortiz seemed preposterous.
Nowadays, things have changed. The UFC brand has become larger than most could have dreamed, eclipsing the popularity of any individual fighter. Top competitors, even icons such as Randy Couture, may leave but the UFC lives on. With the UFC and Ortiz no longer an item, one has to wonder what’s in store for the American promotion’s first light heavyweight champion? Will he sign with a rival organisation? Will he fade into obscurity? Will the fans follow him wherever he goes?
One thing is for certain. At 33 years of age, Ortiz’s priorities have changed. The Huntington Beach Bad Boy is no longer the young, reckless hothead of yesteryear. The Tito Ortiz of today is much more patient, business savvy and concerned with the big picture – the future and well-being of his family, as well as the future of the sport he holds so dear.
“I’ve been talking to Elite XC, Affliction and the American Fight League,” says Ortiz casually. His tone is similar to that of a businessman negotiating a stock transfer. “I’m going to sign with whoever gives me the best deal, but also whoever I feel is making the right moves for the future of the sport. At this point in my life, a big priority is to take care of my family – I’ve got one son and another child on the way [with his long-term girlfriend, former porn star Jenna Jameson]. As a kid I lived in cars and motel rooms: they’re never going to experience that. I don’t want them to have any financial worries, ever.”
Ortiz’s future has become a matter of great interest for all MMA fans. The Californian might not have a recent record of impressive performances, but he definitely has the ability to radically change any promotion he attaches himself to. The reality is that in the world of MMA, there are only a handful of names that can fill up arenas and set pay-per-view buy records, and Tito Ortiz is one of them. Promoters can play hard to get but, at the end of the day, it’s Ortiz who will be making the final phone call.
“The AFL [American Fight League] doesn’t have the backing to be a big player,” says Ortiz, as he weighs his future options. “Affliction has the backing, but they want to follow in the footsteps of the UFC. They’re all about promoting the brand and owning their fighters. When you own a fighter’s rights [sponsorships, the right to fight in other promotions], you basically own his life. Elite XC is different – they want to build up the fighters. In my mind, they have the right vision for MMA.”
Vision or not, it appears Elite XC has been struggling as of late. But do these financial woes worry Ortiz? Not in the slightest it seems.
“Once they bring in Tito Ortiz and a couple of other big names, things are gonna change,” says the Huntington Beach Bad Boy. “There’s three big names in American MMA: Tito Ortiz, Chuck Liddell and Randy Couture. Elite XC hasn’t been able to sign any of them yet, that’s the real problem. But things are gonna change, there’ll be some huge breaking news in a month or two.”
Though he possesses massive appeal to casual fans, there are those MMA enthusiasts who believe Ortiz’s best days are behind him. With a 0-2-1 record in his last three fights, some claim that the Huntington Beach Bad Boy is incapable of beating the new generation of hungry light-heavyweights. With his only recent defeats being a decision loss to the undefeated Lyoto Machida, and then the light-heavyweight champion Chuck Liddell, those claims seem to lack substance. But that’s not to say that Ortiz hasn’t been slowing down. He admits that an uncountable number of injuries have plagued his career in the last few years.
“If it weren’t for the injuries, I would still be a champion,” says Ortiz. “I had to push through injuries so many times, but I’m 33 right now so I’ve got lots of time left. When I get back to fighting I’m going to be 100%.”
Outside of his fighting career, Ortiz has found ways to keep both busy and prosperous. He is the CEO of Punishment Athletics (his own MMA clothing and equipment line), as well as the author of ‘This is Gonna Hurt’, his no-holds-barred autobiography, released earlier this year.
“All my side projects are important to me,” says Ortiz. “Especially the clothing line. We started Punishment Athletics back in 1999 with $400. Today it’s a multi-million dollar company, thanks to my business savvy.”
Besides these two ventures, Ortiz has made numerous appearances on film, TV and magazine covers, proving his mainstream appeal. Worth noting was Ortiz’s stint on Donald Trump’s celebrity edition of The Apprentice, where the MMA icon used his business skills alongside heavyweight boxing champion Lennox Lewis, who was also a contestant. Despite raising $70,000 for charity, Ortiz was ‘fired’ in week 9 of the series.
Though he didn’t take home the ‘W’, the experience unveiled Tito Ortiz’s massive crossover potential, as he was easily one of the more popular characters on the show. Now the MMA superstar is working on another TV series dubbed ‘Anytown Beatdown’. The programme, which will debut on the G4 Network in the US, pits two lifetime rivals (from all different walks of life) in the cage, to settle their differences. Ortiz will act as a trainer for both contestants.
“It’s getting two guys who have had issues and hostility with each other throughout their lives,” says Ortiz. “We’re going to train them, and let them sort out their differences in the Octagon. These guys hate each other, but they’ve always wanted to squash it, and now they can. We’ll go back to their towns and hear from each one of their families, see if we can learn about the problem, and end it. ”
While many fighters have been more successful in the Octagon, none can claim the same commercial success as Ortiz. Throughout his ten-year career he has proven that he’s not only a bad boy in the Octagon, but also the bad boy of the boardroom. The MMA superstar is willing to do what it takes to secure the best deal, even if it means breaking a few eggs on the way.
“I’m a very tough negotiator!” chuckles Ortiz. “The UFC found that out and everyone else negotiating with me is gonna find that out too. Negotiations are so important, that’s what I try to tell all these young guys coming up. ‘Never give someone else control of your career, because then they’ve got control of your life, and your future’. Unfortunately most of these young fighters just want to fight and be on TV. They only think one fight at a time.”
Tito Ortiz is so much more than just a fighter looking for his next bout. The 33-year-old truly has the ability to become a global ambassador for the sport of MMA. He is the first true mainstream fighter and as his presence grows so does the potential fan base for MMA.
While some claim MMA has already entered the mainstream, there are countless people who still hang on to the misconception that it’s nothing more than “human cock fighting”. Even today, 15 years after the sport was first introduced to North America, countless so-called journalists and sports figures verbally dismember MMA on a daily basis. Whether one is a fan of Ortiz or not, everyone can agree that MMA needs more prominent celebrity figures like him, for the sport to get the recognition it should have had a long time ago.
“I want to do for MMA what Ali did for boxing,” says Ortiz in closing. “I want to be a great champion, and an ambassador for the sport. I want to see this thing in the Olympics, and I want to coach Team USA some day. But I don’t need the UFC to do it. I’m not going back. Period.”
Tito Ortiz’s five most (in)famous post-fight t-shirts
“Gay Mezger is my bitch”
Guy Mezger, UFC 19
After winning a rematch against the first person to have beaten him, Ortiz donned the shirt that would cause the long-running feud between him and Ken Shamrock. Mezger was a member of Shamrock’s Lion’s Den, and Shamrock took great offence to Ortiz’s disrespectful t-shirt, paving the way for a decade-long grudge.
“I Just Killed the Axe Murderer!”
Wanderlei Silva , UFC 25
Ortiz won the light heavyweight title in a decision win over Silva in 2000, becoming the first man to hold the title in the newly created division. He would defend his belt a total of five times.
“If You Can Read This, I Just Stomped His Ass!”
Evan Tanner, UFC 30
Strangely prophetic, Ortiz almost put Tanner through the canvas with a huge slam, leaving the Texan out cold.
“That’s American for “Whoop Ass” Mate!”
Elvis Sinosic, UFC 32
Beating Australian fighter Elvis Sinosic by first round stoppage due to a cut, Ortiz let the fighter from Down Under know how they do it in the USA.
“Ken Shamrock: Punishing Him Into Retirement”
Ken Shamrock, Ortiz vs. Shamrock 3: The Final Chapter
Ortiz did put Shamrock into a brief retirement, but sadly after the third and final fight with Ortiz, the aging submission fighter decided to step into the cage once again, losing in London to Buzz Berry by KO.
