Arman Tsarukyan, a leading contender in the UFC lightweight division, shared his perspective on what truly drives the promotion’s major events. Speaking on Patrick Bet-David’s podcast, Tsarukyan asserted that the UFC prioritizes the narrative and pre-fight drama over the in-cage action, using past rivalries as evidence.
Tsarukyan’s Take: UFC Thrives on Drama, Not Just Fighting
Tsarukyan explained, “It’s good for the UFC. You think they didn’t like it? They liked it… The sport is getting big because of drama, not because of fighting. Like Conor [McGregor], Khabib [Nurmagomedov], [Nate] Diaz… the trash talk, everything.” He elaborated that the events leading up to a fight, such as the infamous bus incident involving Conor McGregor and Khabib Nurmagomedov, are crucial for generating buzz and making fights significant.
He specifically referenced the highly anticipated 2018 clash between Conor McGregor and Khabib Nurmagomedov, which remains a pay-per-view record holder. Months prior to this fight, McGregor’s violent act of smashing a metal dolly through a bus window carrying Nurmagomedov during promotional events in New York went viral, significantly amplifying anticipation for their title bout.
Tsarukyan believes the UFC actively encourages such contentious moments. “It’s good for the UFC. You think they didn’t like it? They liked it,” he stated. He sees Nate Diaz as another example of a fighter who built a substantial following through his willingness to engage in confrontations, from press conferences to altercations, which helped him maintain relevance over many years of headlining events.
Tsarukyan connected this to the typical fight week atmosphere, where trash talk at press conferences and weigh-ins captures attention before the fighters even step into the octagon. Research into UFC events supports this view, indicating a correlation between increased profanity in fighter exchanges and higher pay-per-view sales and social media engagement. These rivalries can convert casual observers into paying customers, as exemplified by McGregor’s provocative remarks about Nurmagomedov’s religion, family, and team during their initial press conference.
Tsarukyan’s own career has seen instances that align with this pattern. He withdrew from a title fight against Islam Makhachev at UFC 311 just one day before weigh-ins. Additionally, he slapped a fan during his walkout at UFC 300 in 2024, resulting in a $25,000 fine and a nine-month suspension. In November, he headbutted Dan Hooker during a faceoff prior to their UFC Qatar main event. Recently, Daniel Cormier cautioned Tsarukyan about the potential repercussions of such actions on his title aspirations after Tsarukyan pulled Urijah Faber off the stage during a wrestling match.
Despite these incidents, Tsarukyan perceives no negative consequences for himself. He has continued to compete, defeating Urijah Faber at Real American Freestyle and staying active in grappling while awaiting his next UFC opportunity. The UFC has overlooked him for interim lightweight titles, awarding them to Paddy Pimblett and Justin Gaethje, with Dana White citing his history as the reason. Tsarukyan, however, views these controversies as beneficial, akin to how the McGregor bus attack made UFC 229 an unmissable event.
Public opinion is divided on his assessment. Some fans prioritize the athletic contests themselves and disregard the surrounding drama, while others credit these promotional tactics with contributing to MMA’s growing mainstream appeal.
Arman Tsarukyan: UFC Only Cares About Drama, Not Fights
Arman Tsarukyan, a top-ranked UFC lightweight contender, has voiced his opinion on what truly drives the promotion’s most significant events. In a recent appearance on Patrick Bet-David’s podcast, Tsarukyan argued that UFC officials often prioritize the build-up and narrative surrounding fights over the actual combat within the octagon, citing historical rivalries as proof.
Tsarukyan on UFC’s Focus: Drama Over Fights
“It’s good for the UFC. You think they didn’t like it? They liked it… The sport is growing because of drama, not because of fighting. Think about Conor [McGregor], Khabib [Nurmagomedov], [Nate] Diaz… the trash talk, everything,” Tsarukyan stated. He emphasized that the events preceding a fight, such as the notorious bus incident involving Conor McGregor and Khabib Nurmagomedov, are crucial for generating significant attention and making fights highly anticipated.
He highlighted the monumental 2018 bout between Conor McGregor and Khabib Nurmagomedov, which still holds the record for pay-per-view buys. Months before their fight, McGregor’s aggressive act of smashing a metal dolly through a bus window carrying Nurmagomedov during UFC 223 promotional events in New York went viral, greatly intensifying the hype for their title fight.
Tsarukyan believes the UFC actively embraces such controversies. “It’s good for the UFC. You think they didn’t like it? They liked it,” he remarked. He pointed to Nate Diaz as another fighter who cultivated a large following by being willing to engage in confrontations, from press conferences to real-life altercations, which helped him remain a relevant figure over many years of main event appearances.
Tsarukyan linked this sentiment to the typical pre-fight atmosphere, where verbal sparring at press conferences and weigh-ins captures public interest before the fighters engage in physical combat. Studies on UFC events support his assertion, showing a correlation between increased profanity in fighter exchanges and higher pay-per-view sales and social media buzz. These rivalries can transform casual viewers into paying customers, exemplified by McGregor’s provocative attacks on Nurmagomedov’s religion, family, and team during their initial press conference.
Tsarukyan’s own career has seen incidents that align with this pattern. He withdrew from a title fight against Islam Makhachev at UFC 311 just a day before weigh-ins. He also slapped a fan during his walkout at UFC 300 in 2024, leading to a $25,000 fine and a nine-month suspension. Last November, he headbutted Dan Hooker during a faceoff prior to their UFC Qatar main event. Daniel Cormier recently cautioned Tsarukyan that such actions could jeopardize his chances at title shots, especially after Tsarukyan dragged Urijah Faber off-stage during a recent wrestling match.
However, Tsarukyan sees no detriment in these actions. He has continued to compete, defeating Faber at Real American Freestyle and staying active in grappling while awaiting his next UFC appearance. The UFC has passed him over for lightweight interim belts, which were awarded to Paddy Pimblett and Justin Gaethje, with Dana White citing his past behavior. Tsarukyan, however, believes that the drama only enhances his profile, much like the McGregor bus attack made UFC 229 an unmissable event.
Fan reactions to his perspective are mixed. Some viewers tune in solely for the fights and disregard any surrounding theatrics. Others credit these promotional antics with propelling MMA into the mainstream spotlight.