Arman Tsarukyan, a prominent UFC lightweight contender, shared his perspective on what drives the organization’s major events. Speaking on Patrick Bet-David’s podcast, Tsarukyan asserted that the UFC’s focus is more on the narrative and build-up surrounding fights rather than the action within the octagon, citing historical rivalries as evidence.
Tsarukyan’s View: The UFC Thrives on Drama, Not Just Fighting
“It’s beneficial for the UFC. Do you think they disliked it? They approved of it,” Tsarukyan stated. “The sport is gaining popularity because of drama, not solely due to the fights themselves. Consider fighters like Conor [McGregor], Khabib [Nurmagomedov], and [Nate] Diaz – their trash talk and the entire spectacle surrounding them.”
He elaborated, “It’s not just about the fighting but also what transpires before the bout. The incident involving McGregor and the bus went viral. That event significantly elevated the anticipation for their fight [against Nurmagomedov], making it one of the biggest in UFC history. Without the preceding conflict and the provocative exchanges during press conferences, the fight itself might not have garnered such immense attention.”
Tsarukyan immediately referenced the 2018 bout between Conor McGregor and Khabib Nurmagomedov at UFC 229, which achieved a record 2.4 million pay-per-view buys. This fight’s massive success was heavily influenced by an incident months prior, where McGregor damaged a bus carrying Nurmagomedov with a metal dolly during UFC 223 promotional events in New York. The widespread circulation of this footage amplified the hype for their title fight.
“The UFC welcomed that level of intensity. You honestly believe they weren’t pleased? They were,” Tsarukyan emphasized. He further suggested that the sport’s growth is propelled by such dramatic moments, naming Nate Diaz alongside McGregor and Nurmagomedov as examples. Diaz cultivated a loyal following by readily engaging in confrontations, from press conferences to real-life altercations, maintaining his relevance throughout his career with numerous main event appearances.
Tsarukyan connected this to the typical fight week activities, where trash talk at press conferences and weigh-ins captures public attention before the actual fights. Research on UFC events supports his claim: increased profanity in fighter interactions correlates with higher pay-per-view sales and greater social media engagement. These rivalries transform casual viewers into paying customers, a phenomenon exemplified by McGregor’s personal attacks on Nurmagomedov’s religion, family, and team during their initial press conference.
Tsarukyan’s own career trajectory seems to align with this pattern. He withdrew from a title fight against Islam Makhachev at UFC 311 just one day before weigh-ins. At UFC 300 in 2024, he slapped a fan during his walkout, resulting in a $25,000 fine and a nine-month suspension. In November of the previous year, he headbutted Dan Hooker during a faceoff before their UFC Qatar main event. Recently, Daniel Cormier cautioned him about the potential repercussions on his title aspirations following Tsarukyan’s actions of dragging Urijah Faber off-stage during a wrestling match.
Despite these incidents, Tsarukyan perceives no negative consequences. He recently defeated Faber in a Real American Freestyle event and has been actively participating in grappling matches while awaiting his next UFC opportunity. The UFC has bypassed him for interim lightweight titles, awarding them to Paddy Pimblett and Justin Gaethje, with Dana White citing his disciplinary history as the reason. Tsarukyan believes these dramatic incidents, much like the McGregor bus attack that made UFC 229 a must-see event, ultimately contribute to the promotion’s success.
Public opinion is divided on Tsarukyan’s assessment. Some fans prioritize the fights themselves and dismiss the accompanying drama, while others credit these promotional tactics for the UFC’s widespread appeal and mainstream acceptance.