Orbitz Worldwide is in a fighting mood and it has nothing to do with American Airlines and hearings scheduled for Dec. 10 and 13 in Chicago about a temporary restraining order.
American Airlines may want to pull its inventory from Orbitz, but St. Pierre and Koscheck will be pulling no punches or kicks when they square off in a Ultimate Fighting Championship bout in Montreal Dec. 11.
Orbitz will play a tangential role in the rumble because it notched a private label deal with the UFC, where Orbitz provides hotel, air, car and dynamic packages for the organization's website.
The UFC conducts 30 live arena events annually around the world and Orbitz Worldwide's private label solution will help get fans to the venues.
For example, on the UFC homepage today, there was a Book Travel button accessing Orbitz inventory to give fans travel options to get to the St. Pierre-Koscheck fisticuffs.
Meanwhile, Orbitz's confrontation will American Airlines in Chicago over the next few days in a battle over direct-connects and the future of distribution could turn out to be an ultimate fight, as well.