Their tweets are punchy too BLOODIED bone visibly juts out of his ring finger but Josh Emmett keeps on fighting. At the Ultimate Fighting Championship (UFC), broken bones need not stop the spectacle. Violence sells. And in the case of the UFC, a mixed martial-arts league, it sells for $4 billion—the largest sale of a single sports organisation in history. For Lorenzo and Frank Fertitta, who bought UFC for just $2m in 2001, this month’s deal is a thumping victory.