During a recent episode of The Ariel Helwani Showin a clip from his show posted on the X account @jedigoodmanthe titular character responded to some fans telling him to “take a cold pill” and just enjoy the fights, Helwani said:
“I understand, but these things are important. There’s a video posted everywhere saying ‘we used to get announcements like this.’ And it’s Conor [McGregor] and Jose Aldo runs. This extended video, and now we get the Instagram lives. Like all these things. It just feels so uninspired. The matchmaking feels uninspired. The promotion feels uninspired.”
“The announcements feel uninspired. Everything feels uninspired. I’m sorry if I care so much. I’m sorry if I care so much about the product. I’m being accused of being a hater. No, it’s because I care, I love it so much. It all feels so boring. It all feels so like ehhh. We just have to get this out there and people will eat it up.”
Ariel Helwani on UFC in 2026: “There was a time when they would never do this”
As the veteran MMA media member delved further into his thoughts on the modern UFC landscape and methodology, Helwani continued:
“They’ll make the videos and they’ll make the content. They’ll do the interviews and they’ll do all the promotion for us. I want you guys to care as much as we do, and it doesn’t feel that way. It doesn’t feel like you’re giving the people what they want. I’m not necessarily saying, ‘oh everyone wanted Amanda Nunes and Kayla Harrison to headline the first show.'”
“But there was once a time when they would never do this. An undisputed title should go last, especially over an interim title. It should go last. Diego Lopes is obviously going to take this title fight. He’d be an idiot not to take the title fight. But in what universe does a guy with a one-fight winning streak deserve it over a guy with a nine-fight winning streak? Especially a guy like Lerone Murphy coming off an incredible knockout win. [Sighs] It all feels very uninspired.”
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