5 Reasons why UFC 40: Vendetta was a turning point for the promotion

#2) Return of former UFC superfight champion Ken Shamrock

UFC 40: Vendetta marked the return of former superfight champion Ken Shamrock. The return of ‘The World’s Most Dangerous Man’ was a turning point for the promotion early on in the Zuffa era.

At 39-years-old, many were interested to see if he had one more run left in him. It wouldn’t be an easy task as he was challenging one of the best pound-for-pound fighters in the world. Tito Ortiz was in the prime, so it was clearly an uphill battle for ‘The World’s Most Dangerous Man.’

Shamrock’s return after 6 years away from the promotion opened up a lot of possibilities. His return was more than just a one-off as he headlined a few events following Vendetta. He also served as a coach on The Ultimate Fighter season 3 opposite 'The Huntington Beach Bad Boy.'

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#1) Mainstream media attention for the UFC

The biggest reason why UFC 40: Vendetta was such a turning point for the promotion was the mainstream attention they received. It was right place at the right time for the promotion to capitalize on the animosity between Ortiz and Shamrock.

‘The World’s Most Dangerous Man’ had been a recognizable WWE superstar during the company’s ‘Attitude Era.’ He and Ortiz were guests on ‘The Best Damn Sports Show Period,’ which had been very popular at the time. The two argued with each other and did a great job selling the fight to those unfamiliar with the promotion.

In addition, the mainstream attention helped advertise the promotion as a commodity for television networks. Shamrock’s WWE tenure during a boom in the industry led to pro wrestling fans becoming interested in watching the event. As a result, they may’ve bought watch the pay-per-view and become fans of a certain fighter or the promotion as a whole.