The concern that Mixed Martial Arts (MMA) might eventually succumb to the same spectacle-driven, “freak-show” matchmaking that has become prevalent in boxing is, unfortunately, already a reality. While it’s not happening uniformly or all at once, the trend is evident.
Boxing has shed its pretense of avoiding such bouts. Jake Paul’s December 2025 fight against Anthony Joshua, a cross-over mismatch that would have seemed satirical just a few years prior, was a major streaming event that attracted 33 million global viewers on Netflix. Similarly, Oleksandr Usyk is slated to defend his WBC heavyweight title against kickboxing star Rico Verhoeven in May at the Pyramids of Giza – a booking that exemplifies the kind of surprising, almost unbelievable matchups modern boxing now treats as valuable rather than with the potential embarrassment it truly warrants.
However, MMA has not always been the pure sport some remember. Early UFC years were characterized by chaotic style-vs-style matchups, fewer rules, limited weight classes, and a “freak-show” energy that the current polished product often pretends to have outgrown. The Fedor Emelianenko vs. Hong Man Choi bout serves as a prime example of the entertaining freak-show aspect of that era. Therefore, this isn’t an external force corrupting an immaculate sport; “freak-show” matchmaking is, in fact, part of MMA’s historical lineage.
The Business Model is Changing
What has shifted is the business climate surrounding these events. Previously, MMA tended to confine this impulse to the fringes, appearing in curiosities like PRIDE, Bellator nostalgia plays, or rare hybrid-rule experiments. Now, the incentives are amplified, platforms are more expansive, and the readily available names for such bookings possess greater commercial appeal. The most striking illustration of this is the news of Ronda Rousey’s return to MMA this May to face Gina Carano, headlining Netflix’s inaugural live MMA broadcast under Jake Paul’s Most Valuable Promotions. By March, this card had also added Francis Ngannou vs. Philipe Lins and Nate Diaz’s MMA comeback. This is not the behavior of an industry striving to avoid spectacle; it’s the behavior of a fight business actively cultivating it.
Stripping away the corporate language, the underlying logic is straightforward. A promoter’s primary objective isn’t to safeguard the sport’s integrity, but often the reverse: to maximize revenue. In this context, combat sports matchmaking can resemble the approach of someone playing online casino slots, hoping for the right combination of symbols to hit the jackpot. Rousey. Carano. Netflix. Ngannou. Diaz. Perry. By placing enough recognizable figures on the metaphorical reels, a payout is eventually expected. The objective isn’t necessarily the purest sporting contest, but the combination most likely to generate significant returns. Boxing has become comfortable articulating this overtly. MMA is increasingly moving in a similar direction, particularly outside the UFC, adopting a “casino mentality.”
The UFC Still Has Reasons to Resist
This doesn’t imply the entire sport is doomed to become a mere traveling circus. The UFC continues to thrive by emphasizing legitimacy, rankings, title contention, and the importance of a structured progression. While Dana White may voice his disdain for boxing promoters, his pronouncements implicitly highlight the UFC’s strategic positioning as a more organized and coherent alternative to a boxing market that readily moves from one unusual payday to the next. An organization that built its success on sporting order is unlikely to transform the Octagon into a permanent venue for novelty acts. This is not due to a higher moral ground, but because its brand is founded on a different form of control.
The challenge lies in the fact that MMA is not solely defined by the UFC. This is why the “destined” aspect of the question holds significance. One Championship has already experimented with mixed-rule formats, such as the Demetrious Johnson vs. Rodtang bout, which many viewed as a return to the sport’s original experimental spirit rather than a novel gimmick. KSW embraced pure spectacle with Eddie Hall’s quick victory over Mariusz Pudzianowski last year, and the appetite for such absurdity was strong enough for Hall to immediately express interest in fighting “the freaks of the world” rather than pursuing conventional rankings. Honestly assessing the market reveals a clear, paying audience for these types of events.
Fans Are Part of the Problem Too
Therefore, the pertinent question isn’t whether MMA will feature “freak-show” fights—it always will. The real question is who will dictate the proportion of the sporting calendar they occupy. If the UFC maintains discipline, it can likely ensure the mainstream, top-tier of the sport retains a more sporting character than a stunt-like one. However, if blockbuster cards like those on Netflix continue to achieve high viewership, if Jake Paul’s promotional strategies increasingly influence MMA, and if rival promotions discover they can attract attention more rapidly through celebrity clashes than by nurturing genuine contenders, the sport’s periphery will inevitably become more peculiar, boisterous, and akin to boxing in short order.
This shift might not be entirely detrimental. Combat sports have always harbored a side-show component. Fans are not entirely blameless in this dynamic. They may complain about “freak-show” fights, only to become captivated when a trailer is released, sparking debates about whether an aging legend can still perform, if an underdog has a chance, if a larger fighter will fatigue, or if a boxer can defend against takedowns. This is all tied to the perennial “what if?” question that sells almost as effectively as a title fight, explaining its persistent recurrence.
The Jackpot is Obvious
In conclusion, we do not believe MMA is destined to become a complete replica of boxing. However, significant portions of it are undeniably headed towards adopting boxing’s current playbook, driven by immense financial incentives, insatiable platforms, and highly marketable available talent. The only remaining uncertainty is the extent to which the sport will be drawn into this orbit and how swiftly. Boxing has already demonstrated the consequences when promoters prioritize the potential jackpot over the purity of the lineup. While MMA may not be entirely there yet, it is close enough to hear the enticing spin of the reels.
