Unlike mixed martial arts cage fighting, which has also experienced tremendous growth during the last few years, K-1 outfits its competitors with boxing gloves and keeps them on their feet, prohibiting the fighters from wrestling and applying submission holds. Many fans who have watched both types of martial arts fighting favor this "stand-up" format, claiming that the action is more consistent when fighters stand toe-to-toe and strike. "There's nothing dull about it," said Halloran. "When they fight three, three-minute rounds, they're not just jabbing and standing around. They're going for the knockout." The blue print of Ishii's brainchild involves a contest consisting of three tournament rounds on each card and a handful of "Superfights," or single bouts, each of which sets two of the sport's top ranked fighters against one another. Each December, the year's top competitors convene in Tokyo at Japan's 70,000-crowd capacity Tokyo Dome where they slug it out in a final, eight-man tournament. The winner of this finale is considered the sport's reigning world champion.

Scott Coker, CEO of K-1 North America, was hired by the K-1 Corporation six years ago to spearhead the sport's operations in the United States. With 21 years experience promoting martial arts, he has been an instrumental force behind the sport's success in this market, but Coker credits the people at MGM MIRAGE as being "extremely gracious and helpful to us in so many ways. They've truly helped make K-1 a major player in combat sports here," said Coker. Hollywood and the mainstream sports world have certainly taken a liking to K-1 as well. April's event hosted Bruce Willis and the Seattle Supersonics' all-star forward, Ray Allen. Over the years, Michael Jordan, Muhammad Ali, hip-hop superstar Dr. Dre, Leonardo DiCaprio, and the New York Giants' Michael Strahan are among the dozens of celebrities spotted in K-1 audiences.

"K-1 is like the Superbowl of martial arts," said Coker. "It has everything from world-class competition to the type of production you see in Hollywood entertainment."