AdWeek has a very positive article on the state of the UFC / FOX deal and how it’s going in terms of advertising. This may shock some of the ‘sky is falling’ people in the MMA blogosphere, but the UFC is making it rain ad dollars:

On the eve of Fox’s sixth live UFC showcase, the network is completely sold out for the duration of its two-hour broadcast. And according to Peter Vesey, vp, ad sales, Fox Sports Media Group, the broadcaster has literally doubled down on advertising partners, now boasting 16 national clients for Saturday night’s UFC card.

UFC newcomers include representatives from key categories, including beverages (Coca-Cola), insurance (Geico), automotive (Chrysler) and telecom/media (DirecTV). Sprint is a last-minute entry, committing to an in-fight unit on Thursday night.

Pricing for the first UFC on Fox event (November 2011) effectively doubled the network’s standard Saturday night rate, as a 30-second spot cost a little more than $100,000. Vesey confirmed that rates for tomorrow night’s card remain in the low six-figure range.

Also positive: Saturday’s UFC on FOX event was a ratings success and pulled slightly better numbers than FOX’s last outing with Bendo vs Diaz and Penn vs MacDonald. That’s a relief after a few subpar (‘XFL caliber’ according to some) outings. Will things continue to trend this way? If fighters stay healthy, the sky really is the limit for 2013.