As any MMA enthusiast will know, there are moments when you have to elucidate aspects of this sport to your friends who are not into fighting, and during those times you might come across as a bit eccentric — even to yourself.
This is simply unavoidable. It could be when someone inquires, “Did a guy really bite another guy in a recent UFC fight?” Or maybe when they question, “So you can’t bite, but you can win by poking the other guy in the eyes repeatedly?” Somewhere in these scenarios, you might be asked to give your opinion on whether Jake Paul could defeat Conor McGregor and/or Jake Gyllenhaal’s character from Road House. It’s all part of the world we live in.
Lately, I’ve discovered that trying to rationalize the significance of UFC 300 is yet another one of these instances of MMA-induced eccentricity. The conversation typically goes like this:
“So UFC 300 marks the 300th UFC event?”
“No, there have been nearly 700 UFC events by now.”
“Oh. So it’s just the 300th numbered event?”
“Not exactly. They’ve canceled a few here and there.”
“Okay. So … why is it such a big deal?”
“Because it’s UFC 300, obviously.”
It’s a concept that only truly makes sense to the die-hard MMA enthusiasts. But to those enthusiasts, it makes perfect sense.
The essence of the matter is that reaching a milestone like the 300 mark is a cause for celebration. When UFC 100 came around, that celebration carried an undertone of slight surprise and relief. Those of us who have followed this sport from its early days knew that it was never a guarantee that the UFC would make it to a centennial event. Then, when UFC 200 arrived, it was astonishing how swiftly that milestone approached, and how the UFC had unquestionably become a dominant force in the industry in such a short span of time.
Now, with UFC 300 upon us, the centennial celebration also feels like a moment for contemplation. Have you noticed the official fight poster design chosen by the UFC for this event? While there’s a risk of overanalyzing what has become a relatively minor aspect of event marketing, it does seem like a deliberate choice was made:
The posters for UFC 100 and UFC 200 shared similar themes. (And no, the theme wasn’t Brock Lesnar, although it’s intriguing that he had only eight UFC fights and yet managed to span the two centennial marks.) Both those posters featured the fighters prominently. The first resembled a police lineup of top UFC stars at the time. The second depicted eight fighters on the card towering above like giants, forming a luminous golden halo.
The UFC 300 poster reduces the number of featured fighters from eight to … zero. Instead of showcasing any of the fighters set to compete on Saturday, it displays the UFC logo above a stylized “300.” The fighters’ names are listed at the bottom. Just last names. In small, yellow text on a gold background, akin to the terms and conditions that no one actually reads.
It’s an intriguing approach to promoting a fight card. There’s no real attempt to inform us about the fighters or the stakes involved. Perhaps it assumes that, if we’ve made it this far, we likely already know. And honestly, that’s a pretty safe assumption.
It could also be an implicit acknowledgment that this event isn’t being driven by any specific fight or fighter. The promise of a main event so monumental that it would blow our minds never quite materialized. The matchup between Alex Pereira and Jamahal Hill for the light heavyweight title is a perfectly respectable main event, but it’s a fight that could fit on any other UFC pay-per-view card.
The more enticing draw for many UFC fans is actually the “BMF” title fight between Justin Gaethje and Max Holloway. This matchup seems destined to be intense, brutal, and unforgettable, in all the right ways.
However, what truly sells this event (at a premium price of $79.99 on ESPN+) is its overall value. Each fight features a fighter that fans recognize and care about. Every bout seems significant, albeit in varying ways, without any of the filler fights typically seen in other events. In terms of value for the pay-per-view cost, this surpasses anything the UFC has offered in recent years. No single fighter on the card can solely take credit for that.
Naturally, marketing it in this manner also has another effect, whether intentional or not. It emphasizes the strength of the UFC brand. No need for fighter images or likenesses to promote this event. Just slap UFC 300 on a golden poster (to remind us of the existence of championship belts and such) and call it a day. People will attend because it’s a major UFC event — not because of any specific UFC fighter. And certainly not because of any graphic design wizardry.
Once again, this strategy is likely spot on. The UFC currently has few stars who are instantly recognizable to the general public. None of them are featured on UFC 300, yet it won’t make a difference. With the depth of the fight card and the power of the UFC brand, this event practically markets itself. And as we reflect on where the promotion and the sport stand at this new centennial mark, perhaps that serves as a fitting summary.