Arman Tsarukyan, a prominent UFC lightweight contender, has shared his perspective on what drives the promotion’s most significant events. Speaking on Patrick Bet-David’s podcast, Tsarukyan asserted that UFC management places greater importance on pre-fight narratives and rivalries than on the in-cage action, using past high-profile bouts as evidence.
Tsarukyan argued that the UFC benefits from the “drama” surrounding fights, not solely from the athletic contests themselves. He highlighted fighters like Conor McGregor, Khabib Nurmagomedov, and Nate Diaz, whose careers have been significantly boosted by their trash talk and compelling personal narratives. He referenced the infamous bus incident involving McGregor and Nurmagomedov before their UFC 229 encounter, which generated immense publicity and contributed to it becoming the biggest fight in UFC history. Tsarukyan believes that without such pre-fight conflict, the event might not have reached the same level of mainstream attention.
The fighter pointed to the McGregor-Nurmagomedov rivalry as a prime example of how drama translates to success for the UFC. Their 2018 title fight at UFC 229 achieved a record-breaking 2.4 million pay-per-view buys. This massive viewership was significantly influenced by McGregor’s actions prior to the event, including smashing a bus window with a metal dolly, an incident that went viral and intensified anticipation for their showdown.
Tsarukyan stated that the UFC actively embraces this kind of controversy, as it proves beneficial for the organization. He further elaborated that the sport’s growth is fueled by these dramatic moments, listing Nate Diaz alongside McGregor and Nurmagomedov as fighters who have leveraged their personalities and willingness to engage in confrontations, both inside and outside the cage, to maintain their relevance and attract fans.
Tsarukyan suggested that the typical fight week routine, replete with trash talk at press conferences and weigh-ins, effectively captures public attention leading up to the fights. He alluded to studies that support his view, indicating a correlation between increased profanity in fighter interactions and higher pay-per-view sales and social media engagement. He believes these rivalries can convert casual observers into paying customers, citing McGregor’s controversial remarks about Nurmagomedov’s religion, family, and team during their initial press conference as an example of how personal attacks can elevate a fight’s profile.
Tsarukyan’s own career has seen instances of controversial behavior. He withdrew from a title fight against Islam Makhachev at UFC 311, just one day before the weigh-ins. At UFC 300 in 2024, he slapped a fan during his walkout, resulting in a $25,000 fine and a nine-month suspension. More recently, in November, he headbutted Dan Hooker during a face-off before their UFC Qatar main event. Following Tsarukyan dragging Urijah Faber off-stage during a recent wrestling match, Daniel Cormier cautioned him that such actions could jeopardize his opportunities for title shots.
Despite these incidents, Tsarukyan sees no negative consequences for himself. He continues to compete in grappling events, such as his recent victory over Urijah Faber at Real American Freestyle, while awaiting his next UFC opportunity. He notes that the UFC has overlooked him for interim lightweight belts, opting instead for fighters like Paddy Pimblett and Justin Gaethje, with Dana White citing his past conduct as a reason. Tsarukyan believes that such dramatic incidents, akin to the McGregor bus attack, contribute to making events like UFC 229 must-watch television.
Public opinion on Tsarukyan’s perspective is divided. Some fans prioritize the fights themselves and prefer to disregard the pre-fight theatrics. Others acknowledge that promotional antics have played a crucial role in MMA’s rise to mainstream popularity.
Arman Tsarukyan: UFC Only Cares About Drama, Not Fights
Arman Tsarukyan, a top-ranked UFC lightweight contender, has expressed his views on what drives the promotion’s major events. Speaking on Patrick Bet-David’s podcast this week, Tsarukyan argued that UFC officials prioritize the build-up and drama over the actual fighting in the cage, citing past rivalries as proof.
Arman Tsarukyan Spills: UFC Wants Drama Not Fights
“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.
“Not just fighting, but what’s going on before the fight. The [McGregor] bus thing went viral too. Because of that, that fight [with Nurmagomedov] was the biggest fight in the UFC. If it wasn’t for the conflict before that, yeah, Conor-Khabib, they talk s**t in the press conference, they fight, it’s gone.”
He immediately brought up Conor McGregor and Khabib Nurmagomedov. Their 2018 clash at UFC 229 drew 2.4 million pay-per-view buys, a record that still stands. Months earlier, McGregor smashed a metal dolly through the window of a bus carrying Nurmagomedov during UFC 223 promo events in New York. The clip spread quickly online and amplified the talk for their title fight.
Tsarukyan stated that the UFC welcomed that kind of intensity. “It’s good for the UFC. You think they didn’t like it? They liked it,” he noted. He added that the sport grows through those moments, naming Nate Diaz alongside McGregor and Nurmagomedov as examples. Diaz built a fanbase on his willingness to engage with anyone, from press conferences to altercations, which kept him relevant through years of main events.
Tsarukyan linked this back to fight week routines. Trash talk at press conferences and weigh-ins draws attention before the gloves touch. Studies on UFC events support his claims: More profanity in fighter exchanges correlates with higher PPV sales and social media buzz. Rivalries turn casual viewers into buyers, as demonstrated by McGregor calling out Nurmagomedov’s religion, family, and team during their initial press conference.
His own trajectory fits the pattern. Tsarukyan withdrew from a title bout against Islam Makhachev at UFC 311 last January, one day before weigh-ins. He slapped a fan during his walkout at UFC 300 in 2024, incurring a $25,000 fine and a nine-month ban. Last November, he headbutted Dan Hooker at a face-off before their UFC Qatar main event. Daniel Cormier warned him last week that such actions risk title shots, after Tsarukyan dragged Urijah Faber off-stage in a recent wrestling match.
Yet Tsarukyan sees no downside. He recently defeated Faber at Real American Freestyle and stays active with grappling while awaiting his UFC return. The UFC passed him over for lightweight interim belts awarded to Paddy Pimblett and Justin Gaethje, with Dana White citing his history. Tsarukyan believes the drama only helps, much like the McGregor bus attack made UFC 229 an unmissable event.
Fans are divided on his viewpoint. Some tune in solely for the fights and ignore the surrounding drama. Others credit the promotional antics for MMA’s mainstream expansion.