The Ultimate Fighting Championship (UFC) was once considered one of the most resilient sports organisations in the world. The company took years of bashing from mainstream media, portraying the sport as no more than two men trying to kill each other with no skill and thought behind it like boxing. However, many years later, the UFC is one of the biggest sporting organisations in the world, and MMA is a recognised sport among the masses.
When the COVID-19 pandemic brought global sports to a standstill, the UFC not only managed to survive but thrived under the leadership of Dana White. The promotion was the first major sports organisation in the United States to resume events, setting the stage for its continued dominance in the combat sports world. However, despite its initial success in navigating the pandemic, the UFC has faced a gradual decline in the years that followed. Issues related to fighter pay, lackluster event quality, rising competition from rival promotions, and shifting priorities from its leadership have contributed to its struggles. This essay explores the downfall of the UFC in the post-pandemic era, analysing the key factors that have diminished its once-uncontested dominance in mixed martial arts (MMA).
The UFC’s Pandemic Resilience: A Short-Lived Success
During the height of the COVID-19 pandemic in 2020, major sports leagues, such as the NBA, NFL, and MLB, were forced to shut down or postpone events indefinitely. The UFC, however, adapted quickly, organizing events behind closed doors with strict health and safety protocols. The company’s ability to continue hosting fights, including international bouts on “Fight Island” in Abu Dhabi, allowed it to gain significant media attention and financial success.
For the average person, a chance to view some sort of sport was enough, but for MMA fans, “Fight Island” seemed like a revelation. It was different watching MMA without a crowd, but it was actually really fun. You could actually hear the sound of each strike connecting and feel the impact it was having on the fighters. Hearing the coaches call out their different reads throughout the fight was a part I enjoyed a lot as it helped improve my analysis of the sport.
On the opening COVID card, Francis Ngannou fought Jairzinho Rozenstruik and the stunned silence after the initial reaction when Ngannou blitzed Rozenstruik was something so odd to me but something I initially enjoyed.
This period saw a surge in pay-per-view (PPV) buys and a growing audience, as sports fans had limited entertainment options. Stars like Khabib Nurmagomedov, Israel Adesanya, and Kamaru Usman were at the peak of their careers, helping to keep the UFC in the global spotlight.
However, the post-pandemic years have exposed cracks in the foundation of the organisation, revealing deeper systemic issues that had previously been overshadowed by its short-term success.
Fighter Pay and Contract Disputes
One of the most significant issues that has plagued the UFC in recent years is the growing dissatisfaction among fighters regarding pay and contract structures. While the UFC has maintained its status as the premier MMA organisation, it has faced increasing criticism for paying its fighters significantly less than other major sports leagues. Fighters like Francis Ngannou, the reigning UFC Heavyweight Champion, publicly voiced their frustrations before ultimately leaving the promotion for a more lucrative deal with the Professional Fighters League (PFL).
Unlike other professional sports leagues where athletes receive a large portion of revenue, UFC fighters typically receive only about 16-18% of the company’s earnings, while the rest is retained by the promotion. This stark contrast has led to frequent disputes, with fighters seeking alternative opportunities in organisations that offer better financial incentives, including the PFL and ONE Championship. Additionally, new promotions like the Global Fighters League (GFL) have begun offering benefits such as health insurance and revenue sharing, attracting established fighters away from the UFC.
That being said, a lot of these other promotions aren’t perfect themselves. Recently, Josh Thomson called the PFL out for their lack of promotion for their athletes. Something the UFC have mastered over their reign as the top MMA promotion.
Out of every MMA promotion, PFL has the greatest potential to actually create something that could rival the UFC. Despite ONE Championship having the most entertaining events when it comes to combat sports due to the variety you receive on a card, the PFL has the American market that is needed to actually rival the UFC and they do have a good pool of talent such as Paul Hughes and Usman Nurmagomedov who put on a brilliant display of martial arts in January. They still have arguably the best heavyweight on the planet in Francis Ngannou, even though it seems like his contract might reach a point where it will be terminated. All in all, there’s enough talent to make something special, especially with the tournament system, and they’ve not capitalised on that yet.
The Decline in Event Quality and Fan Engagement
A key component of the UFC’s early success was the consistent delivery of high-quality events featuring stacked fight cards. However, in the last two years, the promotion has faced criticism for its lackluster matchmaking and uninspiring main events, especially for Fight Nights.
There have been too many Fight Nights held at the UFC Apex, which was a key component in the lockdown era of MMA, which served as a place where the fights could take place along with the previously mentioned Fight Island. However, despite its usefulness during that period, it was only good because it was all we had.
- Lack of Atmosphere: The Apex, a smaller, purpose-built facility, lacks the energy and excitement of traditional arenas with large crowds. The tepid applause and smaller venue make events feel less important.
- Perceived Lower-Tier Fights: The Apex is often associated with cards featuring lesser-known fighters and ranked fights rather than the big-name matchups and championship events that draw large crowds.
- Fighter Discontent: Some fighters have expressed their dissatisfaction with fighting at the Apex, viewing it as a less desirable venue compared to traditional arenas. Renato Moicano even stated that “nobody cares” about Apex events.
- Perception of being lazy: People feel that the UFC is being lazy by using the Apex and not putting on bigger events
Such events have led to a decline in PPV sales and diminished fan engagement.
Another issue is the UFC’s increasing reliance on interim title fights and unnecessary rematches, which dilute the legitimacy of championship belts. Many fans have expressed frustration with the promotion’s tendency to book fights based on marketability rather than merit, resulting in a less compelling competitive landscape. With fewer exciting fights and fewer rising stars to capture mainstream attention, the UFC’s ability to retain its audience has suffered.
Fighters not fighting is another big issue with the UFC. Kamaru Usman has been holding up the contenders of the welterweight division for over a year now and there’s been no clarity on what his next move is. On an even bigger scale. Jon Jones vs Tom Aspinall has been the fight to make since late 2023 and it’s still not been made with both fighters been given other fighters to defeat.
The fact that the big fights aren’t being made when they should be also doesn’t help when there’s a lack of amazing knockouts and moments anymore. We just had a UFC London card where there were no knockouts. It almost feels like fighters are fighting not to lose rather than to win, and it’s understandable, but the lack of risk-taking in the sport especially in the striking is massive downside to the sport as of now.
Rising Competition from Rival Promotions
While the UFC was once the undisputed leader in MMA, new promotions have emerged as serious competitors, offering fighters better contracts and opportunities. The PFL, for instance, has positioned itself as a viable alternative by signing big-name athletes like Francis Ngannou and Jake Paul, as well as introducing a season-based format that offers substantial financial rewards. Similarly, the Global Fighters League (GFL) has drawn attention by providing fighters with benefits that the UFC has long refused to offer.
Moreover, boxing has made a resurgence in popularity, with crossover fights featuring MMA fighters and YouTubers drawing significant attention. Dana White’s recent announcement of his involvement in a new boxing league under the TKO banner suggests that even he sees an opportunity outside of MMA, potentially diverting his focus from the UFC. As rival promotions grow stronger and more attractive to both fighters and fans, the UFC’s stronghold on the combat sports industry is weakening.
Leadership and Strategic Missteps
Dana White has been a controversial but effective leader for the UFC, steering the promotion to global recognition. However, in recent years, his focus has expanded beyond MMA, particularly with his new boxing venture in collaboration with Turki Alalshikh. While diversification can be a smart business strategy, it raises concerns about whether the UFC is receiving the leadership and innovation it needs to remain competitive.
Furthermore, the UFC’s parent company, Endeavor, has undergone significant changes, including merging the UFC with WWE to form the TKO Group. While this merger has potential business advantages, it has also shifted priorities away from the core elements that once made the UFC the dominant force in combat sports. Fighters and fans alike have criticized the increasing commercialisation of the sport, which they argue has prioritized entertainment value over legitimate athletic competition.
Conclusion: The UFC’s Uncertain Future
The UFC’s ability to navigate the COVID-19 pandemic initially demonstrated its strength as an organization. However, the years that followed have revealed deep-rooted issues that threaten its long-term stability. With increasing fighter dissatisfaction, declining event quality, rising competition, and shifting leadership priorities, the UFC’s dominance in MMA is no longer guaranteed.
If the UFC hopes to reclaim its position as the premier combat sports organization, it must address these challenges head-on. This includes restructuring fighter contracts to ensure fair pay, improving the quality of fight cards, and refocusing leadership efforts on the growth of the promotion rather than external ventures. Failure to do so could see the UFC continue on a downward trajectory, allowing rival organizations to capitalise on its shortcomings. The post-pandemic world has changed the landscape of MMA, and unless the UFC adapts, its downfall may become inevitable.
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