Jon Jones and Don Gold Entertainment executive Don Gold remembers hocking UFC videos to chain stores around the country, and the tough sell it often was to convince people a new and exciting sport had arrived. Gold also remembers years later when Blockbuster employees lined up to meet Chuck Liddell, who stayed several hours to sign autographs in the era of “The Ultimate Fighter 1.” “Everybody wanted to meet Chuck,” Gold told MMAjunkie Radio.