How Dana White Can Rescue UFC 310 from Low PPV Numbers

By Tim Burke November 22, 2024 11:12

Photo by Sean M. Haffey/Getty Image

UFC 309 has wrapped up, and we are onto UFC 310, the final PPV of the year. What's particularly intriguing is that the UFC’s main event is for the flyweight title, a rare occurrence. Just ask the greatest flyweight of all time, Demetrious Johnson.

“I fought and fought; they specifically said we don’t give PPV points to flyweight guys. But if you’re a lightweight or if you’re, you know, a welterweight, middleweight, heavyweight, I’ve been told that they once became champion, they got five hundred thousand dollars flat, and it went straight into their contract. They got pay-per-view points every single time. For me, it was never that.” Johnson stated on his YouTube channel.

Dana White has discussed shutting down the flyweight division numerous times over the years. In 2017, the UFC boss cited Johnson’s poor PPV numbers in an interview with TMZ.

“He has the lowest-selling pay-per-view in the history of the UFC in the modern era. I told him we had been discussing shutting down the division for years. He knows that.”

Seven years later, the UFC’s lowest-selling PPV of the year was headlined by the current flyweight champion Alexandre Pantoja, which was UFC 301. Pantoja is set to headline the next PPV against Kai Asakura, who will be making his debut in the UFC. How will the UFC prevent another low-selling PPV in UFC 310? Fortunately, the answer is right in front of them.

On December 7th, the UFC’s most dominant champion will headline UFC 310. That’s right, the UFC’s most dominant champion is Alexandre Pantoja, a flyweight. The Brazilian champion is 9-0 against the top fifteen fighters in his division. His nine victories against ranked opponents are the most among active UFC champions. The following best is a tie between Merab Dvalishvili and Belal Muhammad, with five wins over ranked opponents.

Pantoja's remarkable success illustrates that he is the UFC's most dominant champion, especially in a competitive flyweight division. Since Johnson lost the title in 2018, there have been seven champions in the flyweight division (including interim) which is tied with the middleweight division for the most. However, the middleweight division has had multiple champions with multiple title defenses. At flyweight, Pantoja was the only flyweight champion to have multiple title defenses in that same period.

What Should the UFC Do?

The UFC has sold Jon Jones as the greatest MMA fighter of all time for two reasons. First, there is strong evidence to support the claim. Second, Dana White promotes Jon Jones as the greatest of all time. Pantoja has one of those two things going for him.

To avoid the pitfalls of previous low-selling events headlined by flyweights, the UFC should market Pantoja for what he is. A great champion worthy of attention, similar to the way other notable champions like Alex Pereira, Jon Jones, and Ilia Topuria have been promoted.

With Pantoja’s impressive track record and dominance over ranked opponents, there is a significant opportunity to elevate the division's visibility and viability in the eyes of the fans. By highlighting Pantoja’s achievements and the division's competitive nature, the UFC can potentially draw in viewers and reshape the narrative around flyweights, which would strengthen not only the division but also the UFC business.

Pantoja allows the UFC to tell an engaging story. If they can effectively market his accomplishments, they should reach beyond their die-hard supporters and into the casual fan base, which would increase their pay-per-views. If Pantoja delivers an exciting, competitive fight, which he historically does, it would be a massive win for the UFC.

The UFC has the perfect opportunity to increase its profitability and sustainability while simultaneously creating more opportunities for fighters to compete by saving the flyweight division. Alexandre Pantoja is the perfect champion for them to take action and take advantage of that opportunity.