Mixed martial arts will eventually become an Olympic sport, the co-owner of the Ultimate Fighting Championship has told BBC World Service.
"The Olympics are a business and they want to attract those younger viewers for all these big television deals," said Lorenzo Fertitta.
"Where we're going with UFC, eventually we (MMA) will be part of the Olympics."
Fertitta claimed that the appeal of snowboarding and half pipe shows that sports like MMA have an Olympic future.
"That's what the kids want to watch - and that's where we are going," he said.
The UFC returns to London on Saturday for the first major event in the capital since 2014.
Britain's Michael Bisping is due to take on Brazilian former middleweight champion Anderson Silva.
BBC Three is covering the contest with a live text commentary page, which will include some clips from the fights.
The event at the O2 Arena features nine British athletes, with the live text commentary starting at 1930 GMT.
Conor McGregor, the sport's biggest star right now. is also preparing to enter the octagon again.
Ireland's featherweight world champion fights American Nate Diaz in Las Vegas on 5 March.