The concern that mixed martial arts (MMA) might adopt the spectacle-driven, unconventional matchmaking seen in boxing is not a future prediction, but a current reality. This shift isn’t happening uniformly or all at once, but the signs are undeniable.
Boxing has largely shed its pretenses of avoiding such matchups. Jake Paul’s recent bout against Anthony Joshua, a crossover event that would have seemed outlandish just years ago, garnered a massive global viewership on Netflix. Similarly, Oleksandr Usyk’s upcoming defense of his WBC heavyweight title against kickboxing star Rico Verhoeven in Egypt exemplifies the kind of surprising booking that modern boxing now readily embraces as premium content, rather than with the reservation it might warrant.
However, MMA has never been as purely athletic as some remember. Early UFC years were characterized by a more chaotic, style-versus-style approach with fewer rules, limited weight classes, and an inherent “freak show” energy that polished modern iterations tend to downplay. The bout between Fedor Emelianenko and Hong Man Choi serves as a prime example of this entertaining, less conventional side of the sport’s history. Therefore, the current trend isn’t an external contamination of a pristine sport; it’s a familiar element of MMA’s lineage.
The Evolving Business Model
What has changed is the surrounding business environment. Previously, these less conventional matchups were often confined to the fringes, appearing in PRIDE events, Bellator’s nostalgic bookings, or occasional hybrid-rule contests. Now, the financial incentives are greater, the platforms are more expansive, and the available talent for such bookings holds significant commercial appeal. A prominent illustration of this is Ronda Rousey’s anticipated return to MMA in May to face Gina Carano, headlining Netflix’s inaugural live MMA broadcast for Jake Paul’s Most Valuable Promotions. By March, this event was further bolstered by Francis Ngannou vs. Philipe Lins and Nate Diaz’s MMA comeback. This aggressive pursuit of attention clearly indicates an industry actively creating spectacle, not avoiding it.
Stripping away promotional jargon reveals a straightforward business logic: a promoter’s primary objective is not necessarily to preserve the sport’s integrity, but to generate revenue. In this context, combat sports matchmaking can resemble the calculated risks of online casino players, hoping for a fortuitous alignment of symbols for a jackpot. The strategy involves pairing recognizable figures like Rousey, Carano, Ngannou, and Diaz, along with others like Perry, on the ‘reels’ in the hope that a lucrative combination will emerge. The emphasis shifts from the purest sporting contest to the pairing most likely to yield significant financial returns. Boxing has openly embraced this philosophy, and MMA is increasingly adopting a similar “casino mentality,” particularly outside the UFC.
UFC’s Reasons for Resistance
This does not necessarily spell the doom of MMA as a purely sporting endeavor. The UFC’s success is still largely predicated on promoting legitimacy, rankings, title contention, and the importance of career progression. While Dana White may criticize boxing promoters, his very critique highlights the UFC’s strategic positioning as a more organized and legitimate alternative to boxing’s often erratic financial pursuits. A promotion built on sporting order is unlikely to transform the Octagon into a permanent venue for novelty acts, not out of moral superiority, but because its brand identity is rooted in a different form of controlled competition.
However, MMA extends far beyond the UFC. This is where the “destined” aspect of the question becomes pertinent. One Championship has already experimented with mixed-rule bouts, such as the Demetrious Johnson vs. Rodtang fight, which many viewed as a nod to the sport’s origins rather than a gimmick. KSW, meanwhile, has leaned into pure spectacle, as seen in Eddie Hall’s quick victory over Mariusz Pudzianowski last year, which fueled Hall’s subsequent desire to fight “the freaks of the world” rather than pursue traditional rankings. The market clearly demonstrates a paying audience for such events.
Fans Contribute to the Phenomenon
Therefore, the pertinent question is not *if* MMA will feature unconventional fights, but rather the extent to which they will occupy the sporting calendar. If the UFC maintains its focus on legitimacy, it can likely keep the elite level of the sport focused on competition. However, if high-profile, Netflix-style cards continue to attract significant viewership, if Jake Paul’s promotional strategies influence MMA, and if rival promotions discover that celebrity matchups yield faster attention than developing contenders, the sport’s periphery will inevitably become more unusual and resemble boxing’s current trajectory.
This shift may not be entirely detrimental. Combat sports have always possessed an element of spectacle. Fans are not passive observers; they often express disapproval of “freak show” fights, only to become engrossed when trailers are released, sparking debates about an aging legend’s capabilities, an underdog’s chances, a fighter’s stamina, or a boxer’s ability to defend takedowns. This fascination is rooted in the perennial “what if?” question, a powerful selling point that rivals title fights in its effectiveness and ensures the continuation of such matchups.
The Obvious Jackpot
In conclusion, MMA is not entirely destined to replicate boxing’s current model. However, significant segments of the sport are undeniably set to adopt boxing’s recent playbook due to the substantial financial opportunities, the hunger of broadcasting platforms, and the marketability of current fighters. The primary debate revolves around the proportion of the sport that will be drawn into this orbit and the speed at which this will occur. Boxing has already demonstrated the consequences when promoters prioritize financial windfalls over the integrity of the lineup. While MMA may not have fully reached that point, it is undeniably close enough to perceive the allure of the spinning reels.