MMA fighters as a spokesperson

I have been seeing a lot of this lately. MMA is really breaking out into mainstream and these guys are getting a lot of hype. Randy has the home gym. Frank Trigg has that math course. Today on the radio I heard a commercial for the first time and it was Hermes Franca for some breakfast sausage company. It was on XM the virus I think. It started with "Hey this is UFC star Hermes Franca for xyz sausage" or something like that. Has anyone else heard this yet?

Matt Lindland for Tempur-Pedic mattresses?

I heard it again this morning. It is some holiday summer sausage they are advertising.