BSN sponsors live weigh-ins for UFC 90

BSN, the official sports nutrition sponsor of the UFC, announced that they will stream the weigh-ins for UFC 90 live on their website. From the BSN Blitz newsletter:

BSN is proud to announce for the first time ever, the weigh-in for this historic UFC® 90: SILVA VS. COTE will be broadcast live and free on www.bsnonline.net at 5:00 pm Eastern Standard Time on Friday, October 24, 2008. See the biggest names in the UFC® like Anderson Silva, Patrick Cote, Thiago Alves, Josh Koscheck, Sean Sherk and Tyson Griffin weigh in the day before their big fights … live and free!

My take
It's great to see BSN leveraging their UFC sponsorship in new ways and becoming more tightly integrated into the events like this. They're a great match for the UFC, so I hope to see more events like this. Normally I'd say that weigh-ins aren't really a great showcase for a brand, but for a sports nutrition brand like BSN, it's a great match! What more appropriate occasion to talk about supplements than weigh-ins? So I really like this matchup, and I'm looking forward to seeing what BSN does next with the UFC.