After a series of sexist and homophobic comments from Ultimate Fighting Championship competitors, sponsor Anheuser-Busch has had it. The company issued a warning to the UFC over "certain remarks made by some of its fighters," says a spokesman. "If the incidents continue, we will act." Advocacy groups have slammed the UFC for a number of comments. In one instance, fighter Quinton "Rampage" Jackson encouraged a Japanese-speaking viewer to say "I'm a fag," AdAge reports.
UFC TV analyst Joe Rogan called blogger Maggie Hendricks the C-word after she complained about Jackson's sexist treatment of female interviewers; he told one she made him "horny." The UFC says it doesn't "condone this behavior" from just a few of its 425 athletes and pointed to mandatory sensitivity training for fighters. AdAge notes that the warning comes as the UFC inches more into the mainstream, thanks in part to a deal with Fox that includes live prime-time matches. (Read more ultimate fighting stories.)