Extreme Championship Wrestling, once the third largest professional wrestling promotion in the United States. They were famous for a bloody, hardcore style which included a liberal use of things like barbwire, steel chairs, thumbtacks, and, in one instance, a two man kayak (?). The crowd would show its approval of the various bloody mayhem by chanting ECW! ECW! whenever something particularly insane/painful happened. A 10 speed bike to the head would definitely get the chant going.
http://www.youtube.com/watch?v=akfpG8pvhaU