I was surprised to see Putin and even Berlusconni watching the fights. I'm pretty sure they weren't there to see Matt Lindland although he is an Olympic silver medalist.
And don't even get me started on JCVD. He's no Chuck Norris but he's right up there in the group of martial arts action movie stars.
Anyone I've ever spoken to from Russia online (outside of MMA forums) has never had a clue who Fedor was. I'm sure having Putin there got him some more exposure though.