TORONTO - The mixed martial-arts fighters of the popular UFC are the ideal ambassadors to deliver anti-bullying messages to the youth of Toronto, a controversial city councillor said Monday.

Doug Ford, brother to the city's firebrand mayor Rob, defended his support Monday of an anti-bullying event sponsored by the city's police service and the Ultimate Fighting Championship, the world's largest mixed martial arts promoter.

A weekend report in the Toronto Star newspaper suggested the rookie councillor was pushing for an ongoing partnership between the city's school boards and the UFC.

The report angered some school trustees, who considered Ford's endorsement irresponsible at a time when teen suicides were grabbing headlines and anti-bullying initiatives were under discussion in at least two provincial legislatures.

Ford, however, insisted Monday that he did nothing more than offer a one-time endorsement for a one-off event.

The fighters -- sports celebrities in their own right who lure countless viewers to TV screens and big-ticket events around the world -- have become idols for many young people and are well-positioned to communicate an important message, he said.

"A lot of these kids, their idols are athletes, be it in football, or a hockey athlete, or a UFC athlete," Ford said in a telephone interview. "If we can get the message through some of their idols, I think it's a good message."

A public event Tuesday at Toronto's Rogers Centre will feature speeches from four UFC stars: welterweight fighter Sean Pierson, featherweight Mark Hominick, Sam Stout from the lightweight class, and heavyweight Matt Mitrione.

Representatives from the Ontario government and Toronto police will also be on hand, and students will hear a video address from both the mayor and his brother.

Doug Ford said the program is a far cry from the more hands-on approach that has previously been sanctioned by the city's public school board.

"I remember when they were not even in high school, they had some black belts, karate experts ... come in and teach my kids self-defence," he said.

"I'm not going to that extent. All I'm doing is adding my name, along with other folks, to promote this anti-bullying campaign."

Tom Wright, UFC's director of Canadian operations, said the event is part of the organization's broader effort to connect with at-risk youth.

The initiative, dubbed Community Works, made a $129,000 donation to a local community centre earlier this year and is now expanding its scope through the partnership with the police, Wright said.

Wright said the qualities required to be a successful martial artist -- honour, discipline, respect and sportsmanship -- represent key tools in the fight against bullying.

"If you were to get involved in Karate or judo or any martial arts, you'll find it's all about self-control, it's all about discipline, it's all about respecting your teachers," he said.

"Those are great life lessons that we think our athletes, who clearly have these characteristics, can provide in a very positive environment."

Katie Neu, co-founder of the advocacy group Bullying Canada, said she's troubled by the notion of youth idolizing athletes who earn their fame through violence.

She conceded, however, that UFC fighters could be valuable ambassadors for the anti-bullying cause if they present their messages the right way.

"The best thing that they could do is say, 'This is what we do for a living, it's professional, it's consensual. Bullying isn't,"' she said.

"I think they need to portray the fact that they're not like that outside the ring."

A combat sport that debuted in 1993 with virtually no rules other than no biting or eye-gouging, mixed martial arts now has a unified set of rules and is sanctioned in most jurisdictions by the same athletic bodies that govern boxing.