The UFC reportedly offered Lyoto Machida a fight with Tito Ortiz for an upcoming UFC event in the early part of 2008. Ortiz has been on hiatus as he claimed injuries have set back his career and ability to fight effectively. He also has had offers to do television and accepted a role as a contestant on "Celebrity Apprentice". He's also a clothing mogul with his own line labeled as Punishment Athletics. It's safe to say that Tito Ortiz has other opportunities past mixed martial arts. Regardless, he is still a big draw in the UFC due to his exposure to the casual fanbase in America. He also has great marketing sense and is able to put forth quite an effort to create a lot of hype out of a fight that seemingly looks like a regular matchup between two fighters looking to move forward. 

The question is why would the UFC matchup a guy who is very marketable with a fighter who seemingly strolls through mid-echelon talent and frustrates nearly all of his opponents? There are a number of potential reasons.

1. It is the progression for Machida to obtain a contendership spot

The problem with this argument is that Ortiz wasn't even ranked in the top 10 of the Light Heavyweight Division in the world, he may not even be top 15. Soukoudjou was only 4-1, but had two impressive wins that included "Little Nog" and Ricardo Arona. This garnered him a top 10 ranking. Machida defeats a top 10 LHW in impressive fashion, and is now being relegated to fight Tito Ortiz instead of an opponent who is potentially in line for a contender spot. The UFC isn't fooling anyone if they believe we would think this is fight that Machida must get through to get to the top. He's already near the top.

2. Dana White's grudge against Tito has reached new levels

Again, an absurd argument because Tito is still a draw due to his popularity with casual MMA fans. Dana White may hate Tito Ortiz, but he makes him money. Why get him destroyed? Instead, create some matchups that could produce some nostalgic Tito Ortiz smack talk. Fightlinker had some great ideas. Tito vs. Shogun, Wanderlei, or even Vitor Belfort. All of them can speak English and have mean streaks within them to fire back at Tito. All of those fights could produce some buys and draw fans to want to see the event.

Of course, this all assumes that Machida's style really is devastating to Tito Ortiz.

3. This fight is to sell Machida to the casual fanbase

There is one main thing that needs to happen in order for this to work. Machida has to finish Tito Ortiz in impressive fashion. He's been fairly well-known for cruising to decisions because he has a style that is mainly countering his opponent's rushes. Machida will wait the entire fight if he has to, and most fighters won't do the same. Advantage: Machida.

Machida also has great karate skills, counter punching, defensive tactics, and great ground skills. Ortiz will have problems. Machida, however, has only shown knockout power in a few fights in the past, namely against Rich Franklin. He showed impressive submission skills against Soukoudjou, so the UFC may be banking on Machida selling himself to the casual fanbase by defeating a well-known MMA fighter in Tito Ortiz.

If Machida cruises to a boring decision, it certainly can't help his stock with casual fans.

I'd be more inclined to believe the 3rd reason on our list. The UFC is matching up Machida with a guy that he will most likely defeat in order to sell him to the casual fanbase that watches the UFC. The UFC can also win with Tito Ortiz somehow defeating Machida. Ortiz's stock would rise big time, and it would probably be a precursor to bigger matchups against the likes of Wanderlei or Shogun. In my eyes, this is a win-win situation for the UFC.

Tito can still sell cards even if he loses. Machida will gain a contendership spot most likely, and he have some exposure in fighting a guy who many casual fans have actually heard about instead of an unknown in Soukoudjou. Soukoudjou may have been ranked, but he wasn't known to a casual fanbase whatsoever. The UFC marketing reach isn't good at helping these guys get exposure either. Tito vs. Machida makes sense only in that manner.

Final thoughts

Tito Ortiz would be better suited to be matched up with somebody who he can talk a bunch of smack to and hype up an epic battle. If the UFC wants to build him back up, Machida definitely is not the answer either. Machida, on the other hand, deserves to fight somebody who is close to a contendership bout. He beat Soukoudjou who many thought would run over Machida. Give Machida a better fight, and make Tito Ortiz prove that he is healthy again and can actually win a fight against some mid-tier competition. The added bonus is that Ortiz can use his marketing skills to hype the fight.