Arman Tsarukyan, a top-ranked UFC lightweight contender, shared his perspective on what fuels the promotion’s most significant events. Speaking on Patrick Bet-David’s podcast, Tsarukyan contended that UFC officials favor the build-up and narrative surrounding fights over the in-cage action, using past rivalries as his primary evidence.
“The sport is growing because of drama, not just fighting. Think about the drama, the trash talk, everything that happens before the fight,” Tsarukyan explained. He cited the example of the infamous bus incident involving Conor McGregor and Khabib Nurmagomedov leading up to their UFC 229 clash, which he believes was instrumental in making it the biggest fight in UFC history.
Tsarukyan pointed to McGregor and Nurmagomedov’s 2018 bout, which remains a pay-per-view record holder, as a prime example. He argued that the UFC actively benefits from the pre-fight animosity and controversial moments, stating, “It’s good for the UFC. You think they didn’t like it? They liked it.” He also mentioned Nate Diaz as another fighter who has built a significant following through his willingness to engage in confrontations, contributing to his sustained relevance.
The contender believes that the hype generated through press conference insults and weigh-in antics captures public attention before the fights even begin. He noted that studies suggest a correlation between increased profanity in fighter interactions and higher pay-per-view sales and social media engagement, as rivalries effectively convert casual observers into paying customers.
Tsarukyan acknowledged that his own career has not been devoid of controversial moments. He recalled pulling out of a title bout against Islam Makhachev, slapping a fan during a walkout at UFC 300, and headbutting Dan Hooker at a pre-fight faceoff. Despite warnings from commentators like Daniel Cormier about the potential impact on title opportunities, Tsarukyan maintains that these incidents contribute to his visibility and the overall interest in his career. He continues to compete in grappling events while awaiting his next UFC opportunity, believing that such “drama” ultimately benefits him, much like the McGregor bus attack made the Nurmagomedov fight a must-see event.
The fighter’s viewpoint has elicited mixed reactions from fans. While some prefer to focus solely on the skill and athleticism displayed in fights, others acknowledge that promotional theatrics have played a significant role in MMA’s rise to mainstream popularity.
English Translation:
Arman Tsarukyan, the top-ranked UFC lightweight contender, has shared his perspective on what drives the promotion’s biggest events. Speaking on Patrick Bet-David’s podcast, Tsarukyan argued that UFC officials prioritize the pre-fight narrative and drama over the action inside the cage, citing past rivalries as proof.
“The sport is getting big because of drama, not because of fighting. What’s going on before the fight, the trash talk, everything,” Tsarukyan explained. He pointed to the infamous bus incident involving Conor McGregor and Khabib Nurmagomedov leading up to their UFC 229 clash as an example of how such events can elevate a fight to record-breaking status.
Tsarukyan stated that the UFC benefits from these heated exchanges, saying, “It’s good for the UFC. You think they didn’t like it? They liked it.” He also highlighted Nate Diaz as another fighter who has cultivated a strong following by embracing confrontations, which has kept him relevant throughout his career.
The contender believes that the hype generated through press conference insults and weigh-in antics captures public attention before the fights even begin. He noted that studies suggest a correlation between increased profanity in fighter interactions and higher pay-per-view sales and social media engagement, as rivalries effectively convert casual observers into paying customers.
Tsarukyan acknowledged that his own career has not been without controversial moments. He recalled withdrawing from a title bout against Islam Makhachev, slapping a fan during a walkout at UFC 300, and headbutting Dan Hooker at a pre-fight faceoff. Despite warnings from commentators like Daniel Cormier about the potential impact on title opportunities, Tsarukyan maintains that these incidents contribute to his visibility and the overall interest in his career. He continues to compete in grappling events while awaiting his next UFC opportunity, believing that such “drama” ultimately benefits him, much like the McGregor bus attack made the Nurmagomedov fight a must-see event.
The fighter’s viewpoint has drawn mixed reactions from fans. While some prefer to focus solely on the skill and athleticism displayed in fights, others acknowledge that promotional theatrics have played a significant role in MMA’s rise to mainstream popularity.
