Here’s a bold statement: The UFC’s matchmaking decisions are often less about merit and more about marketability—and Paddy Pimblett’s rise to a potential title shot at UFC 324 is a perfect example. But here’s where it gets controversial: Is this a smart business move, or is the UFC sacrificing fairness for financial gain? Let’s dive in.
UFC Welterweight champion Islam Makhachev knows a thing or two about the politics of the fight game. It took him six years and an impressive 10 consecutive victories to finally earn his first title shot—an unusually long wait, even by UFC standards. The turning point? Four straight finishes that made it impossible for the promotion to ignore him any longer. Since claiming his belt in 2022, Makhachev has remained at the top, proving that sometimes, skill and persistence do pay off. But not everyone gets the same treatment.
In a recent interview with Red Corner MMA, Makhachev shed light on why top contender Arman Tsarukyan was overlooked for an interim title shot in favor of Justin Gaethje vs. Paddy Pimblett. His take? It’s all about appealing to Western audiences—a priority for the UFC’s new broadcast partner, Paramount. Makhachev explained, ‘The UFC got new sponsorships with Paramount, so they need Western audiences, Western fans.’ Gaethje, an American veteran with a massive fanbase, and Pimblett, a hyped-up Englishman, fit the bill perfectly. Tsarukyan, despite his skill, simply didn’t align with this strategy.
And this is the part most people miss: The UFC has increasingly prioritized spectacle over merit in recent years, and Pimblett’s promotion is no exception. Paramount’s massive investment in the UFC—a deal some say is overpriced—likely adds pressure to deliver quick returns. This could mean more matchups like Gaethje vs. Pimblett, which are designed to draw in casual fans rather than reward the most deserving fighters. Is this fair? That’s up for debate.
For now, the Lightweight division remains in limbo, with much depending on Ilia Topuria’s return timeline. If he’s sidelined for most of 2026, Tsarukyan could face the winner of Pimblett vs. Gaethje later in the year. But if Topuria is ready for the UFC White House event, Tsarukyan’s wait might extend even longer. Either way, the division’s future is murky—and the UFC’s priorities are clearer than ever.
Controversial question for you: Is the UFC’s focus on marketability over merit good for the sport, or is it undermining the integrity of MMA? Let’s hear your thoughts in the comments!
