Does the UFC Have a Star Problem?

The UFC is in a star power crisis. Just a few years ago, the sport was thriving with household names and dominant champions, but now, the landscape looks drastically different. Jon Jones is nearing retirement, Alex Pereira just lost his belt, and Israel Adesanya’s future is uncertain after a brutal losing streak. Max Holloway, once known for his durability, was finally knocked out, while Conor McGregor’s return is nothing more than an endless tease. Even fighters who once had momentum, like Leon Edwards and Sean O’Malley, have lost their shine. Islam Makhachev lacks the widespread appeal of Khabib, and Ilia Topuria’s confidence far outweighs his mainstream recognition. With Amanda Nunes retired and no clear superstar to carry the torch for the women's side, the UFC is left with a glaring question—who is the face of the sport right now?

The UFC is facing a noticeable shift in its star power, and it’s hard to ignore. Gone are the days when names like McGregor, Rousey, or GSP could singlehandedly sell out arenas and drive pay-per-view numbers into the millions. These larger-than-life personalities were more than just elite fighters — they were cultural figures, storylines unto themselves. Today, that kind of drawing power is rare. The UFC is still delivering stacked cards and world-class talent, but the mainstream magnetism just isn't what it used to be.

This isn’t necessarily a bad thing for the sport — the product is arguably more competitive and technically impressive than ever. But from a fan perspective, there’s a clear disconnect. It feels like fewer people are tuning in week to week. The buzz around UFC events has cooled outside of major title fights, and even then, it depends heavily on who's headlining. Fans just don’t seem as emotionally invested anymore. The casual audience, the one that shows up for spectacle, is harder to pull in without a megastar leading the charge.

What’s more concerning is the age of the fighters fans do still care about. Justin Gaethje, Dustin Poirier, Max Holloway, and Alexander Volkanovski have all built strong followings — but they’re not going to be around forever. Most of them are already in their 30s, with a lot of miles on their bodies. As they begin to slow down or retire, it’s unclear who will take their place. Champions like Ilia Topuria offer some hope, but when it comes to up-and-coming contenders in their 20s, the list is surprisingly short — or at least, lacking in mainstream appeal.

The issue isn’t a lack of talent — it’s a lack of connection. Many of today’s rising fighters haven’t yet captured the imagination of the broader fanbase. Whether it’s due to a lack of promotion, less time spent on building personalities, or simply the changing landscape of sports entertainment, the UFC isn’t minting stars the way it used to. And in a business where stars drive interest, that could have long-term consequences.

Still, the diehards will always be there. The hardcore MMA fan base is loyal, knowledgeable, and continues to support the sport through every era. They’ll show up for a promising prelim just as much as a main event. But if the UFC wants to maintain its spot at the top of the combat sports world, it’s going to have to find — or create — the next generation of fighters who can make fans care again. Because when Gaethje, Volkanovski, and the rest of this golden generation are gone, it might get a lot quieter around here.