We’ll never see another Conor McGregor again, because the UFC doesn’t want one
“Hot” take: we’re unlikely to see another Conor McGregor-level star in the UFC, because the UFC doesn’t particularly want one.
McGregor outgrew the promotion and eclipsed the sport towards the end of his championship run. Back around 2016 (ignore the 2020 date on the updated article, which is out of the writer’s control) I called him a monster of the UFC’s own making, and argued that the promotion needed him in the wake of Brock Lesnar, Ronda Rousey, and Georges St-Pierre being on their way out.
The UFC, however, couldn’t control McGregor. They were forced into allowing him to box Floyd Mayweather, though they profited from the event. They could do nothing but sit back and watch as he raked in millions from Proper 12 Whiskey, dabbled in Hollywood, partied, and went through scandal after scandal – assault allegations, rape allegations, just about anything other than actually fighting in the UFC.
McGregor’s return at UFC 329, disastrous as it was, was perfect timing for the UFC. Coming off the White House card, it’s another big event that will do huge numbers for Paramount+. It’s clear, however, that the company does not want another star to eclipse the promotion. It’s Dana White out doing truck commercials, Guns N’ Roses blaring in the background, not Justin Gaethje. Paddy Pimblett, who has the same boisterous personality as McGregor, the same ability to captivate on the mic, was not coincidentally placed as second fiddle at UFC 329, anchoring the co-main event.
The UFC could easily build Pimblett even higher, but they seem content to let him do his own thing, maintaining his status as an MMA star, but not a crossover star. Sure, he’ll turn up in a Beard Meats Food video, but booking a global press tour for him they will not. They barely seemed to push Paddy when he fought for interim gold earlier this year.
There are ample examples. The biggest star in the UFC has long been the UFC itself, with Dana White the real face of the company. And given the money secured in their latest broadcast deal, in spite of a string of tepid Meta Apex events, it’s easy to see why. It’s more cost-effect to churn out content, and you don’t have to invest in stars who take their talents elsewhere.
Short term corporate thinking.
We’re in a mini-boom for MMA, but the future is hazy
It’s hard to really predict where the sport of mixed martial arts will go from here. The UFC has all but abandoned mainland Europe outside of France, with Oktagon MMA becoming a larger and larger force there by the month. That’s good for competition at least, opening another landing spot for fighters looking for a job, but the UFC itself seems to be putting less effort into growing the sport. Meta Apex cards remain a monthly occurrence (the addition of a small handful of fans is a welcome one, but really not the same as getting out and going on the road).
Brazil seems to have fallen off the map in terms of the UFC traveling there, and Canada has shrunk from three shows annually prior to COVID to two. Japan? Ireland? Germany? Sweden? The UFC hasn’t been to any of those destinations in ages. Maybe they just don’t want to pay site fees.
Yet thanks to Ronda Rousey, the White House card, and Conor McGregor, 2026 has been a mini-boom for MMA. Whether the interest from fans remains now that these stars are once again done (Rousey likely for good, McGregor a question-mark, and the White House card a one-off spectacle) remains to be seen.
At least it’s been a fun three months.
