 Ken Shamrock appeared as a guest on "Late Night with Conan O'Brien" on the mainstream network NBC to promote the event, a groundbreaking moment for the young sport of mixed martial arts.UFC 10 and UFC 11 champion Mark Coleman was originally scheduled to compete in the tournament but was forced to withdraw from the event due to a virus.The Ultimate Ultimate 1996 also marked the final appearance of UFC Hall of Famer Ken Shamrock before leaving the UFC to go to the World Wrestling Federation.