Boxing, with its century-old traditions and superstar-driven pay-per-view model, has long held the edge in revenue and cultural prestige, but MMA, spearheaded by the UFC’s aggressive branding and fan-friendly pacing, has steadily caught up. Fight promoters like boxing promoter Eddie Hearn and the UFC’s Dana White frequently trade barbs over which sport delivers the best product. The competition between the two sports for viewers, sponsors, and cultural relevance remains as fierce as ever.
Recently, on “The Ariel Helwani Show,” Hearn had some choice words about how MMA struggles to produce mainstream stars.
Former UFC middleweight champion Michael Bisping has responded to Hearn’s recent comments dismissing MMA’s popularity, delivering a sharp rebuttal on his YouTube channel.
Watch the video here:
Bisping took issue with Hearn’s suggestion that boxing remains the dominant force in combat sports, particularly among younger fans. “The Count” didn’t just target Hearn—he also took a thinly veiled shot at MMA journalist Ariel Helwani. The exchange has reignited the long-standing debate over which combat sport holds more cultural relevance.
“You would have thought maybe the MMA guy [Ariel Helwani] would have said, ‘Hold on, let me educate you,'” Bisping remarked. “[Boxing] is not controlling the narrative, and it is not being searched way more by all the kids on social media…” The UFC Hall of Famer argued that MMA’s digital footprint and engagement metrics tell a different story than Hearn’s claims.
Bisping then turned his attention to Hearn’s claim that boxing’s presentation outshines MMA’s.
Quoting Hearn’s description of MMA as “a little bit tired,” Bisping responded, “Let’s be honest, what are you talking about? The production levels at a UFC event compared to an average boxing event; it’s day and night, and the focus is on the fight.”
While it is true that the UFC’s streamlined pacing and consistent in-cage action are major advantages over boxing’s often drawn-out broadcasts, the theatrics in boxing stem from the sport’s athlete-friendly power structure. Unlike UFC fighters, boxers often have greater control over walkout music, sponsorships, and fight-night theatrics. The UFC’s stricter branding rules contribute to a uniform, and in the eyes of people like Hearn, more monotonous product.
The debate may soon play out in a new arena, as UFC CEO Dana White prepares to launch TKO Boxing in partnership with Saudi Arabia. The move could blur the lines between the two sports further, offering MMA fans a crossover product while testing boxing’s established model.
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