De-sportization of fighting contests: The Origins and Dynamics of No Holds Barred Events and the Theory of Sportization

On the basis of an empirical analysis of the emergence, spread and transformation of No Holds Barred fighting contests during the 1990s, we argue that Norbert Elias’s model of sportization represents a fruitful but not sufficiently differentiated framework for understanding the recent development of combat sports and fighting contests. Although the martial arts in the 20th century provide striking examples of processes of sportization and para-sportization, the rise of No Holds Barred events in the 1990s represented an opposing trend, a process of de-sportization. The analysis of No Holds Barred contests demonstrates that both sportization and de-sportization trends depend primarily on the interests of the organizers, and in particular on the degree to which they rely on the perspectives of practitioners, spectators, or viewers. The decisive factor for the predominance of the latter perspective was the formation of a new and poorly regulated market for visual material, which emerged with pay-per-view television. This allowed media entrepreneurs to commercialize nonsanctioned events, which depend primarily on the demands and fantasies of viewers who are less interested in the specifics of particular sports or games than in the antinomian excitement produced by the transgression of the rules and conventions of ordinary life. The case of No Holds Barred fighting thus suggests that new markets for visual material are likely to become an important factor in the development of spectator sports and sport-like forms of entertainment. It also suggests that regulatory regimes are an essential feature for the actual outcome of the changes that these new markets may bring about. Public pressure eventually led to the disappearance of No Holds Barred events from the major US cable television networks and from the full contact fighting scene in most Western European countries. In response, various initiatives worked towards a re-sportization of the matches, a process that has led to the transformation of No Holds Barred tournaments into Mixed Martial Arts matches