MMA is the ultimate “nice guys finish last” sport. It’s called prize fighting for a reason, and “I respect him; he’s a great opponent” doesn’t sell.
This is no secret. Just look at how Chael Sonnen—a perennial mid-carder who nobody knew or cared about—resurrected his career with carefully executed, bombastic trash talk.
Why am I telling you this if it’s common sense? Because it’s only common sense to people who appreciate MMA for what it is—real-life pro wrestling. Unfortunately, most hardcore MMA fans (and some media members) refuse to see it this way. They either believe in a non-existent code of honor, or an even less corporeal competitive architecture. “It’s a sport,” they maintain. “It should be only about competition. Besides, who wouldn’t want to see the best fighters go at it, even if they have less charisma than a light bulb?” The answer to that question: Most of the country.
There’s a sport with no flash, no glitz, and none of the other maligned “entertainment” trappings of the UFC and the WWE. It’s called amateur wrestling, and nobody watches it. MMA turning into amateur wrestling hurts the fighters. If there’s no viewers, there’s no money. It’s crazy that people still need to be reminded of this, but selling the fight is equally as important as fighting the fight. To quote The Simpsons, “Every good scientist is half B.F. Skinner and half P.T. Barnum.”
MMA is the ultimate “nice guys finish last” sport. It’s called prize fighting for a reason, and “I respect him; he’s a great opponent” doesn’t sell.
This is no secret. Just look at how Chael Sonnen—a perennial mid-carder who nobody knew or cared about—resurrected his career with carefully executed, bombastic trash talk.
Why am I telling you this if it’s common sense? Because it’s only common sense to people who appreciate MMA for what it is—real-life pro wrestling. Unfortunately, most hardcore MMA fans (and some media members) refuse to see it this way. They either believe in a non-existent code of honor, or an even less corporeal competitive architecture. “It’s a sport,” they maintain. “It should be only about competition. Besides, who wouldn’t want to see the best fighters go at it, even if they have less charisma than a light bulb?” The answer to that question: Most of the country.
There’s a sport with no flash, no glitz, and none of the other maligned “entertainment” trappings of the UFC and the WWE. It’s called amateur wrestling, and nobody watches it. MMA turning into amateur wrestling hurts the fighters. If there’s no viewers, there’s no money. It’s crazy that people still need to be reminded of this, but selling the fight is equally as important as fighting the fight. To quote The Simpsons, “Every good scientist is half B.F. Skinner and half P.T. Barnum.”
Chael Sonnen understood this. And so does boxing superstar Floyd Mayweather Jr. Remember when Mayweather said he was interested in buying the L.A. Clippers after the Donald Sterling fiasco? That’s brilliant promotion; he injected himself into a highly volatile, nation-wide story and in doing so drew more eyeballs onto his upcoming fight. Then there’s the chicanery about cancelling the fight over gloves, which was another great way to build buzz.
Bethe Correia is another example. After defeating Jessamyn Duke at UFC 172, she mocked Ronda Rousey‘s “four horsewomen” (ugh) stable with a gesture, putting up four fingers and then knocking one down. Now it’s a legitimate plot in a division that typically serves as a promotional vehicle for Ronda Rousey. Bethe Correia stood out in a weight class of sacrificial lambs because she said something interesting when she opened her mouth.
Of course, trash talk doesn’t always work (see: Phil Davis), but the rewards far outweigh the risks. More fighters need to embrace their brazen sides, lest they fade into the abyss of generic, video game create-a-fighter lookalikes that is the UFC’s current roster.
“[Miller] opened his mouth, he was under the influence of post-fight adrenaline. It has the same effect as alcohol. It makes you brave. He spoke with bravery, but guess what happened? It wore off. Now he’s faced with the reality that he’s going to face me July 19th. Me coming back from this injury is a man possessed. I’m going go in there and I’m going to break him in the very first exchange…
“[Miller] opened his mouth, he was under the influence of post-fight adrenaline. It has the same effect as alcohol. It makes you brave. He spoke with bravery, but guess what happened? It wore off. Now he’s faced with the reality that he’s going to face me July 19th. Me coming back from this injury is a man possessed. I’m going go in there and I’m going to break him in the very first exchange.
“…He does not have a reach advantage. He’s slow, he’s scared, I’m fast, I’m fearless. It’s no contest. The first exchange I’m going to break him. I see it in his voice. I see it in his body language. He’s petrified. I’m coming to get him. Not just him. Forget him. I’ve been listening to everyone calling me out and saying this and that while I’m forced to sit on the sideline. Now I’m back.
“I’m going to stop Cole. Whoever’s next. Cub [Swanson], I’ll break Cub. I’ll embarrass Chad [Mendes]. I’ll annihilate Jose [Aldo]. I’m coming to takeover the division. It’s my division.”
The “McGregor vs. Miller” supporting card is filling up rapidly, and is looking pretty damn solid for an international Fight Night event. Also on the lineup…
When I was watching Conor McGregor put a thorough beatdown on Max Holloway at Fight Night 26 last summer, I remember thinking to myself, “I bet this guy can fold thefuck out of some .090 calendared matt machine coated G-Print.” I used to work at a paper mill.
In any case, I was right, surprise surprise. None other than the Irish phenom himself is featured in a new Heineken ad (entitled “Irish Legend Talent Search”) alongside TV and radio broadcaster Jennifer Maguire and former rugby star Shane Byrne, showcasing his hidden skills as an origamist. If the ad is to be believed, McGregor has apparently spent most of the down time he’s had since tearing his ACL last August folding origami swans (also, calling Diego Sanchez a “fatty”). A noble pursuit if there ever was one.
When I was watching Conor McGregor put a thorough beatdown on Max Holloway at Fight Night 26 last summer, I remember thinking to myself, “I bet this guy can fold thefuck out of some .090 calendared matt machine coated G-Print.” I used to work at a paper mill.
In any case, I was right, surprise surprise. None other than the Irish phenom himself is featured in a new Heineken ad (entitled “Irish Legend Talent Search”) alongside TV and radio broadcaster Jennifer Maguire and former rugby star Shane Byrne, showcasing his hidden skills as an origamist. If the ad is to be believed, McGregor has apparently spent most of the down time he’s had since tearing his ACL last August folding origami swans (also, calling Diego Sanchez a “fatty”). A noble pursuit if there ever was one.
(Dana White’s “I’m not the president of a massive company” pose, typically used by presidents of massive companies. / Photo via Getty.)
A few years ago, Matt Brown’s recent, sexist comments about women’s MMA wouldn’t have rocked the boat much. Some people would’ve complained, citing such infractions of decency as the reason why the UFC wasn’t where the NFL was in terms of mainstream appeal. Dana White would’ve simply responded “Fuck you, dummy” or some other dismissive, useless remark. The UFC is cool, and it’s cool because the fighters aren’t corporate, generic, and anodyne. They’re as real as it gets, as opposed to the walking-press releases that are athletes in other major sports.
Nine out of ten UFC fans will side with Quinton Jackson and Joe Rogan every time, because Rampage and Joe are awesome, and motorboating is hilarious, and who the fuck is Maggie Hendricks anyway? Seriously, here’s another representative comment from the UG thread from member ‘Bat21?:
“shitty cunty?!?!? BWAHAHAHAHAHAHAHAHAHAHAHAAAAAA!!! Fuck, I’m still laughing after 5 minutes. You’re the man, Joe.”
Jesus. If this is the mindset of the average UFC fan, then good luck being taken seriously, guys.
A high-profile commentator for the NFL or NBA couldn’t get away with throwing around slurs like this in public forums. I know that the fast-and-loose quality of the UFC’s frontmen and fighters has been part of the brand’s great success to this point. But there will come a time (we hope) when MMA is so popular that guys like Rampage and Rogan will have to behave like gentlemen — so they may as well start practicing for it now.
Has this time finally come? Do UFC employees finally have to behave, as Ben Goldstein put it, like gentleman?
(Dana White’s “I’m not the president of a massive company” pose, typically used by presidents of massive companies. / Photo via Getty.)
A few years ago, Matt Brown’s recent, sexist comments about women’s MMA wouldn’t have rocked the boat much. Some people would’ve complained, citing such infractions of decency as the reason why the UFC wasn’t where the NFL was in terms of mainstream appeal. Dana White would’ve responded to any criticism with “Fuck you, dummy” or some other dismissive, useless remark. The UFC is cool, and it’s cool because the fighters aren’t corporate, generic, and anodyne. They’re as real as it gets, as opposed to the walking-press releases that are athletes in other major sports.
Nine out of ten UFC fans will side with Quinton Jackson and Joe Rogan every time, because Rampage and Joe are awesome, and motorboating is hilarious, and who the fuck is Maggie Hendricks anyway? Seriously, here’s another representative comment from the UG thread from member ‘Bat21?:
“shitty cunty?!?!? BWAHAHAHAHAHAHAHAHAHAHAHAAAAAA!!! Fuck, I’m still laughing after 5 minutes. You’re the man, Joe.”
Jesus. If this is the mindset of the average UFC fan, then good luck being taken seriously, guys.
A high-profile commentator for the NFL or NBA couldn’t get away with throwing around slurs like this in public forums. I know that the fast-and-loose quality of the UFC’s frontmen and fighters has been part of the brand’s great success to this point. But there will come a time (we hope) when MMA is so popular that guys like Rampage and Rogan will have to behave like gentlemen — so they may as well start practicing for it now.
Has this time finally come? Do UFC employees finally have to behave, as Ben Goldstein put it, like gentleman?
However, the UFC’s stance against moral turpitude might only be a veneer.
McGregor and Brown objectified and downplayed the importance of top female fighters—ones that the UFC is banking on, especially now that they’re adding a women’s strawweight division and devoting an entire season of TUF to it.
The UFC also ignores slights against cultural decorum if they’re perpetrated by upper echelon fighters/big draws.
If we’re asking whether the UFC, in terms of conduct, is fast approaching the standards of the NFL and the other sports titans, the answer is no.
The UFC punishes people it can afford to. The major stars like Rousey can say whatever they want, and if they cross the line, a manager or some other underling will issue a feeble non-apology in their name (the only exception to this rule is dissing a sponsor, which not even Brock Lesnar can get away with).
Furthermore, Dana White burieshis ownfighters (a lot) and offers insultingly laconic explanations for important actions like raising PPV prices. The general public doesn’t expect such conduct from the figurehead of a major sports organization. Of course, some might argue that this unabashed predilection towards crass “honesty” is part of the UFC’s success (as I did way back in the day). But what helps it thrive on the fringes might be what keeps it from entering the realms of the mainstream, a feat which even Dana White said the UFC hadn’t accomplished yet.
For the time being, the UFC, save for a few forced apologies, is as real as it gets—even if that means we see some of the warts.
