The concern that Mixed Martial Arts (MMA) might eventually adopt the spectacle-driven, “freak show” matchmaking that has become prevalent in boxing is, unfortunately, already a reality. This shift isn’t occurring uniformly or all at once, but the signs are undeniable.
Boxing has openly embraced these crossover events. The Jake Paul vs. Anthony Joshua fight in December 2025, a full-blown streaming spectacle that would have seemed satirical just a few years prior, drew a massive 33 million global viewers on Netflix. Similarly, Oleksandr Usyk is set to defend his WBC heavyweight title against kickboxing star Rico Verhoeven in May. This type of improbable booking, once a cause for embarrassment, is now treated as prime content in modern boxing.
However, MMA has never been as purely sporting as some prefer to recall. The early years of the UFC were characterized by chaotic, style-vs-style matchups with minimal rules, limited weight classes, and an inherent “freak show” energy that the polished modern sport often downplays. The legendary Fedor Emelianenko vs. Hong Man Choi bout serves as an example of this entertaining, albeit unconventional, aspect of that era. Therefore, this trend isn’t an external infection but rather a part of MMA’s historical lineage.
The Evolving Business Model
What has changed is the surrounding business environment. Previously, this inclination towards spectacle was largely confined to niche events like PRIDE curiosities, Bellator nostalgia plays, or occasional hybrid-rules experiments. Now, the incentives are greater, platforms are more expansive, and the available talent for such bookings possesses significant commercial appeal. A prime example is Ronda Rousey’s anticipated return to MMA this May to face Gina Carano, headlining Netflix’s inaugural live MMA broadcast produced by Jake Paul’s Most Valuable Promotions. By March, this event also confirmed Francis Ngannou vs. Philipe Lins and Nate Diaz’s MMA comeback. This is not the behavior of an industry striving to avoid spectacle; it is the active creation of it.
Stripping away the corporate jargon, the underlying logic is clear: a promoter’s primary role is often to maximize profit, not necessarily to safeguard the sport’s integrity. In this context, combat sports matchmaking can resemble a gambler playing online slots, hoping for a fortuitous alignment of symbols for a jackpot. The strategy involves parading recognizable icons like Rousey, Carano, Ngannou, Diaz, and Perry, assuming that a sufficient concentration of star power will eventually yield significant financial returns, regardless of the sporting purity of the contest. Boxing has become comfortable articulating this strategy openly, and MMA is increasingly adopting a similar “casino mentality,” particularly outside the UFC’s direct influence.
The UFC’s Continued Resistance
This doesn’t mean the entire sport is doomed to become a mere spectacle. The UFC continues to thrive by emphasizing legitimacy, rankings, title contention, and the importance of a clear progression within the sport. While Dana White may criticize boxing promoters, his very critique highlights the UFC’s strategic positioning as a more organized and credible alternative to a boxing market that frequently prioritizes fleeting, unconventional matchups. A promotion built on sporting order is unlikely to transform the Octagon into a permanent showcase for novelty acts, not out of moral superiority, but because its brand is founded on a different form of control and structure.
The challenge, however, lies in the fact that MMA is not solely defined by the UFC. The question of MMA being “destined” for this path is therefore crucial. One Championship has already experimented with mixed-rules bouts, such as the Demetrious Johnson vs. Rodtang fight, which many viewed as a return to the sport’s original eclectic spirit rather than a mere gimmick. KSW leaned heavily into pure spectacle with Eddie Hall’s quick victory over Mariusz Pudzianowski, fueling Hall’s subsequent desire to fight “freaks of the world” rather than pursue conventional rankings. The market clearly demonstrates a paying audience for such unconventional matchups.
Fans Also Contribute to the Trend
Consequently, the pertinent question isn’t whether MMA will feature “freak show” fights – it always will. The real issue is the degree to which these spectacles will dominate the sporting calendar. If the UFC maintains its discipline, it can likely ensure that the top tier of the sport remains focused on athletic competition. However, if blockbuster cards on platforms like Netflix continue to draw massive numbers, if Jake Paul’s promotional strategies increasingly influence MMA, and if rival promotions realize that celebrity collisions generate attention more rapidly than developing genuine contenders, the fringes of the sport will inevitably become more unusual and akin to boxing.
This trend may not be entirely negative. Combat sports have always possessed an element of sideshow. Fans themselves are not entirely passive in this dynamic. Despite decrying “freak show” fights, they eagerly anticipate trailers for such events, fueling debates about an aging legend’s ability, an underdog’s chances, a giant’s stamina, or a boxer’s takedown defense. This all taps into the enduring “what if?” narrative, a powerful selling point that rivals even title fights in its appeal and explains its persistent occurrence.
The Obvious Jackpot
Therefore, while MMA is not entirely destined to mirror boxing’s current trajectory, significant portions of it are indeed poised to follow this playbook. The financial incentives are too substantial, the platforms too voracious, and the available talent too marketable. The only remaining debate concerns the extent to which the sport will be drawn into this orbit and how rapidly this transformation will occur. Boxing has already demonstrated the consequences when promoters prioritize the potential jackpot over lineup integrity. MMA may not have reached that point yet, but it is sufficiently close to discern the spinning reels of opportunity.