(Image courtesy of Strikeforce.)

Now that Strikeforce has landed the greatest heavyweight in the world, they have to make sure that casual American fans care. To that end, Fedor Emelianenko may spend the first two fights of his initial three-fight deal with Strikeforce building his name before fighting for the organization’s heavyweight strap. According to Strikeforce CEO Scott Coker on yesterday’s edition of TapouT Radio (via FiveOuncesofPain):

It’s a wise strategy from a marketing perspective — especially if Strikeforce decides to try their hand at a pay-per-view show for Fedor’s third fight — but it’s not without its share of risks. One of Emelianenko’s first two opponents could "shock the world," after all, and sink Fedor’s marketability before he ever becomes champion. (Not a likely scenario, but still.) Or, Fedor and M-1 might feel they’ve accomplished all there is to accomplish in Strikeforce after their third fight, and leave the club right after they’ve taken its belt. (Assuming Strikeforce contracts don’t have an airtight champion’s clause, as in the UFC.)

Coker went on to say that Fedor’s first fight this fall will definitely be on Showtime, then shared some insight on Strikeforce’s co-promotion with M-1 Global:

Well isn’t that sweet? Coker brings up a good point, in that Strikeforce has previously partnered up with EliteXC and Bodog; they’ve had experience with co-promotion and aren’t as fiercely protective of their brand as the UFC. So maybe this thing could work out after all. Though Dana White and the UFC will surely do everything in their power to prevent that from happening…