What makes a UFC champion truly successful? Is it an ironclad record, PPV buys, or the ability to win over the fans? While the UFC has seen countless fighters achieve greatness, only a handful have become household names that have drawn massive audiences and sold fights. For Dana White and the UFC brass, champions aren’t just warriors, they’re investments. They need to fill arenas, drive subscriptions, and keep fans talking long after the fight is over.

However, some champions, despite their undeniable talent, have struggled to make a mark on the business side of the sport. Whether due to personality, timing, or divisional challenges, they’ve fallen short of becoming the box-office draws the UFC hoped for. Let’s take a look at five champions whose dominance in the Octagon couldn’t overcome their struggles to captivate a global audience. Are these fighters misunderstood, or are they simply victims of an unforgiving market?

1. Demetrious Johnson

Is it possible to be the greatest and still go unnoticed by the top brass? For Demetrious ‘Mighty Mouse’ Johnson, the answer seems to be yes. Widely considered one of the most technically perfect fighters in MMA history, Johnson broke records, defended his title 11 times, and made the flyweight division his playground.

Despite his dominance, Johnson’s fights failed to generate the kind of excitement that translates to revenue. His UFC 174 headliner against Ali Bagautinov barely pulled 115,000 PPV buys, a number considered disastrous for a champion. Even in his later fights, such as UFC 216 against Ray Borg, the PPV buys hovered around 200,000, far below the UFC’s top performers.

Many attribute this to Johnson’s reserved (albeit jovial) personality and reluctance to engage in the kind of trash talk that has historically driven PPV sales. What do you think, should Johnson’s unmatched talent have been enough to draw more fans, or does charisma matter just as much as skill in today’s UFC?

2. Tyron Woodley

Let’s talk about Tyron Woodley, a powerhouse in the welterweight division who defended his title four times. On paper, that sounds like a promotional dream. So, why did ‘The Chosen One’ struggle to connect with fans and UFC brass alike?

Woodley’s biggest fight against Darren Till at UFC 228 managed just 130,000 buys, which was a disappointment considering the UFC’s marketing efforts. Even Woodley’s grudge match against Colby Covington, an event that seemed primed for fireworks, struggled to hit the 250,000 PPV mark (although that fight happened at the height of the pandemic).

Critics argued that Woodley’s methodical (and one-dimensional) style didn’t appeal to fans, and his public clashes with Dana White only added to the friction. White openly criticized this 42-year-old, at one point calling his performance in the UFC 214 bout against Demian Maia boring. Did Woodley deserve more respect for his accomplishments, or was his inability to deliver exciting fights his undoing?

3. Alexandre Pantoja

If you’re an MMA fan, you’ve probably heard Alexandre Pantoja’s inspiring story. The flyweight champion fought his way to the top, overcoming personal and professional challenges. But here’s the thing, despite his incredible journey, Pantoja’s name doesn’t carry the same weight as some of his peers.

Pantoja has yet to headline a major PPV card, and flyweight fights rarely draw big numbers. For context, the highest-grossing flyweight event ever, UFC 178, headlined by Demetrious Johnson, only reached 205,000 buys, and Pantoja’s fights have failed to gain similar attention. Even his emotional victory over Brandon Moreno at UFC 290 did not significantly boost his profile.

The flyweight division’s struggles with mainstream popularity continue to be a hurdle. Could a more aggressive promotional push help fighters like Pantoja, or is the division simply too niche to thrive?

4. Glover Teixeira

Glover Teixeira’s rise to the light heavyweight title at age 42 was nothing short of inspiring. But while his story captivated hardcore fans, it didn’t translate into the kind of revenue the UFC typically expects from its champions.

Teixeira’s title-winning bout against Jan Błachowicz at UFC 267 was aired as a free Fight Night event rather than a PPV, a telling sign of the UFC’s lack of confidence in his drawing power. Even his headliner against Jiri Prochazka at UFC 275 only managed 200,000 buys, a mediocre showing for the division once ruled by megastars like Jon Jones.

The veteran fighter gave us some incredible performances, especially in the latter part of his career, leading up to his winning the title. Is his a case of age and timing, or could Teixeira’s incredible journey have been marketed better to casual fans?

5. Jose Aldo

How can a fighter as legendary as Jose Aldo end up on this list? The former featherweight king dominated his division for years, yet his PPV numbers were consistently underwhelming.

Aldo’s rematch with Chad Mendes at UFC 179 pulled 180,000 buys, and his UFC 212 bout against Max Holloway didn’t fare much better, at 200,000 buys. However, Aldo’s most famous fight, the 13-second knockout by Conor McGregor at UFC 194, wasn’t a reflection of his drawing power. That event pulled in 1.2 million PPV buys, thanks almost entirely to McGregor’s superstar appeal.

Despite his dominance, Aldo’s reserved personality and lack of English fluency made it difficult for him to connect with the broader UFC audience. Do you think Aldo deserved more recognition during his reign, or is it just the nature of the sport that charisma often outweighs skill?

These five champions remind us that being the best in the octagon isn’t always enough to guarantee success at the box office. Whether it’s a lack of charisma, division popularity, or timing, even the most skilled fighters can struggle to leave a mark on the business side of the sport.

What do you think, should the UFC do more to promote these fighters, or is it up to the champions themselves to create their own star power? Let us know your thoughts in the comments below!