UFC 40 also gained mainstream exposure for mixed martial arts. Ken Shamrock and Tito Ortiz both appeared on The Best Damn Sports Show Period and engaged in trash talk on live television.
The UFC 40 event helped popularize mixed martial arts by featuring prominent fighters like Ken Shamrock and Tito Ortiz. These athletes engaged in heated verbal exchanges on the show "The Best Damn Sports Show Period," generating media attention for the sport.