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Fighter salutes Mexican roots

Velasquez helping UFC tap Latino market




Cain Velasquez keeps his immense pride in his Mexican heritage close to his heart.

In fact, he wears it across his chest.


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  • Velasquez, who will fight Ben Rothwell in the co-main event at UFC 104 on Saturday night in Los Angeles, has "Brown Pride" tattooed prominently on the front of his body.

    "I did it (as a tribute to) my dad and all he did to get over here. He gave me something to look up to when I was little," Velasquez said. "I'm proud of my roots and where I come from. We're hard workers. I love that. I love everything about my culture."

    Velasquez said his father crossed the border illegally and was deported several times before finally settling in Salinas, Calif., and starting a family.

    The Velasquezes moved to Arizona when Cain was 2 years old. He eventually took up wrestling there. Velasquez had incredible success as an amateur and was a two-time All-American at Arizona State.

    Those accomplishments led him to mixed martial arts after college, and Velasquez is 6-0, including four victories in the Ultimate Fighting Championship.

    He is quickly rising in the UFC's heavyweight ranks and also serves an important role as the organization's unofficial ambassador to the Latino market that UFC brass covets.

    UFC 100 in July was the organization's first event televised in Mexico, and organization president Dana White said ratings were very good. He also said the numbers for subsequent events have increased.

    But Velasquez might hold the key to making further inroads with Latino audiences.

    While the 27-year-old heavyweight is marketable, White said, there is only one way to ensure that he spearheads the UFC's drive for popularity in Mexico and the rest of Latin America.

    "The one key thing about Cain Velasquez in that (Mexican) market is they've never had a heavyweight champion in anything. So if this guy can win the heavyweight championship, it would be big," White said. "But we don't make those decisions. It's up to him Saturday night. He'd have to beat Rothwell this weekend. Then he's got maybe another fight, or he'll fight for the title.

    "He's got to keep winning. But I don't make those decisions. If it should work out that Cain Velasquez keeps winning and wins the title, yeah, I guarantee it would be huge for us in the Hispanic market."

    Velasquez insists he doesn't feel the pressure of trying to perform for an entire segment of the fan base.

    "I know what my job is. I know what I have to do, and I know how to do it. I know I have to train hard," he said. "But it's great that I can be that type of person that people can look up to."

    Velasquez said he embraces being a role model, partly because there were few Latinos in entertainment when he was growing up.

    "It's important to me because when I was growing up I didn't have anyone that looked like me in the media or on TV," he said. "I didn't have the feeling that I could (make it) because I didn't see those people that looked like me."

    Having Velasquez fight in Los Angeles appears to be a good marketing move by the UFC given the city's large Hispanic population.

    He said he has enjoyed the attention.

    "I had a great welcoming at the last press conference that we had in L.A., and so far (this week) the fans have been great," Velasquez said. "So I think it's an honor to be here and have so many fans behind me."

    White insists it's purely happenstance.

    "I'd love to tell you that I'm a genius and I planned that whole thing out for him to fight in L.A. with the big Hispanic market. But it just fell on me that he was going to fight on this card," he said.

    Velasquez's connection to the Hispanic community is no coincidence, however.

    It's written all over his chest.

    Contact reporter Adam Hill at ahill@reviewjournal.com or 702-224-5507.

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    peter wrote on October 23, 2009 04:17 PM: to Silencio: lol, imbecile, i'm not even hispanic. If i need to pee i'll kindly ask you to open your mouth. ok baby?
    So, to lazy to wash yo' own car?


    Silencio wrote on October 23, 2009 03:57 PM: peter,

    You know I don't habla that mexi-lingo. If you need to pee, do it in the bushes like the rest of your amigos do.


    peter griffin wrote on October 23, 2009 03:19 PM: ok, then what are you doing sitting down, get up and wash it.


    Silencio wrote on October 23, 2009 02:25 PM: peter griffin,

    I see your point. But break's over...my BMW's not gonna wash itself!


    peter griffin wrote on October 23, 2009 02:18 PM: to silencio, wow, that's really something important or something that will change the world. Wow, that will help you out the rest of your life won't it.


    Silencio wrote on October 23, 2009 02:06 PM: To peter griffim,

    I may be an idiot but I've got the best looking lawn in the Cul De Sac!


    peter griffin wrote on October 23, 2009 01:51 PM: to silencio and techmex, both of you are idiots.


    Silencio wrote on October 23, 2009 01:14 PM: Techmex,

    Shut up and cut my lawn!


    Techmex wrote on October 23, 2009 12:28 PM: White trash loves to come on here and spew hatred banter about anyone of color. Cain is just one example of what Latinos are capable of. Wait till we are all on the same page and then there will be real change. Whitey has a rude awakening coming.


    MArge Simpson wrote on October 23, 2009 12:27 PM: to eddie gin: well it depends who you ask, according to statistics most hispanics do mark "white" on census, when the actual race questions is asked, as opposed to "what ethnicity are you?". also there were many biracial people of both native american and white descent, but their are still people that are"purely" one or the other, so some of those kids, might be right when they look at you weird.





    Also statistically, 8 of every ten black men have some degree of European heritage.





    So For the people that talk about whites being outnumberd one day, well the visible whites might be, but unless we get a Huge influx of African or Asian immigrants, it will always be majority European descent, even if many of those people with European roots also have roots from other races.


    Techmex wrote on October 23, 2009 12:27 PM: White trash loves to come on here and spew hatred banter about anyone of color. Cain is just one example of what Latinos are capable of. Wait till we are all on the same page and then there will be real change. Whitey has a rude awakening coming.


    MArge Simpson wrote on October 23, 2009 12:27 PM: to eddie gin: well it depends who you ask, according to statistics most hispanics do mark "white" on census, when the actual race questions is asked, as opposed to "what ethnicity are you?". also there were many biracial people of both native american and white descent, but their are still people that are"purely" one or the other, so some of those kids, might be right when they look at you weird.





    Also statistically, 8 of every ten black men have some degree of European heritage.





    So For the people that talk about whites being outnumberd one day, well the visible whites might be, but unless we get a Huge influx of African or Asian immigrants, it will always be majority European descent, even if many of those people with European roots also have roots from other races.


    MArge Simpson wrote on October 23, 2009 12:26 PM: to eddie gin: well it depends who you ask, according to statistics most hispanics do mark "white" on census, when the actual race questions is asked, as opposed to "what ethnicity are you?". also there were many biracial people of both native american and white descent, but their are still people that are"purely" one or the other, so some of those kids, might be right when they look at you weird.



    Also statistically, 8 of every ten black men have some degree of European heritage.



    So For the people that talk about whites being outnumberd one day, well the visible whites might be, but unless we get a Huge influx of African or Asian immigrants, it will always be majority European descent, even if many of those people with European roots also have roots from other races.


    Eddie Gin wrote on October 23, 2009 11:43 AM: This fighter should be teaching about his heritage. He most likely has European roots, Italian, Portuguese or Spanish. All three groups ran over the Indians in the areas they conquered. When I tell my students that they have European roots they look at me like I just called them a raciest. Then, when I show them pictures of people from Spain with Blond hair and blue eyes, well it goes downhill from there. I once mentioned that Enrique Iglesias was Jewish, and Filipino, along with being Spanish-Well I could see hate in their 20 year old eyes. What is up with people not wanting to understand their Western European heritage?



    Barney gumble wrote on October 23, 2009 09:02 AM: imbeciles as i if you didn't know their are black and white people in mexico? be a nationalist , nativist or a xenophobe, but don't be a racist against some of "yo' own kind" . lol.
    ;p


    Irma wrote on October 23, 2009 08:49 AM: Yea loved his culture so much kept trying to "escape" from it !! LOL

    Ahhh Mexico, everybody pushing everybody else down.


    Virga wrote on October 23, 2009 08:04 AM: I am proud of my white fathers. They sailed great white ships to his fathers country. My white fathers were so advanced that his fathers thought they were gods.

    Strange that he can find success in the white mans world but must live the low life in the brown mans world.


    la grande lumiere wrote on October 23, 2009 07:47 AM: Velasquez looks up tp this father, an illegal immigrant. I can understand a son revering his father. It is a nice touch. If his father had not immigrated illegally, then Cain would not have had the advantages, such as attending college (All American at Arizona State)and being groomed for his athletic career. No, he would be sitting in the dirt in Mexico just another Mexican in a dirt poor country.

    Don't you think he owes some pride and patriotism to the United States of America? I do. Until he does admit some fondness for this country, his efforts will fall on deaf ears. Who cares about an ethnic person who shows no gratitude to America?


    seeerin wrote on October 23, 2009 07:37 AM: @RHG: no they don't. since he has noo direct connections to "the old country" he won't help them out in any economic way.


    RHG wrote on October 23, 2009 05:17 AM: So this guy is just a tool for Dana White? Anyone ask the white guy about his ethnic "pride"?