I am embarrassed to admit it, but I watch the UFC on Spike TV. Last night, when flipping through the channels, I paused to see two competitors beat each other into pulp, which was all sponsored by Burger King. I guess I’m surprised the Burger King would back such a bloody sport. I understand that their customers are watching; however, I expected them to be more discerning in their sponsorship. If dwarf tossing became the new “thing,” would they rush to get involved, too?

Seeing Burger King back the UFC also legitimized it as main stream: as if two guys kicking each other in the nose, breaking legs, twisting pinkie’s was as common as watching a free throw or a Yankee’s game. What if Burger King took their sponsorship to the next level: a pre-roll ad on all the YouTube videos that feature kids fighting.  Here’s the spot: “Next time you kick someone’s head in, make sure you try our new whopper special. Bring a police report and it’s buy one, get one free.”

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