MMA analyst Luke Thomas has revealed a troubling trend affecting the sport’s fanbase, claiming that the UFC’s apparent political pivot is driving longtime fans away from mixed martial arts entirely.
In a recent podcast discussion with Reese Waters, Thomas shared that he has received countless messages from fans expressing their decision to leave the sport due to what they perceive as unwelcome political messaging.
“I cannot tell you how many people have written me to tell me that they’re leaving the sport. They can’t take it anymore. They’re done,” Thomas stated, describing the volume of feedback he’s received from disenchanted viewers.
Waters talked about the points that exemplified this shift: “once you start to bring not the president, but a candidate into events and parade him, you know, octagon side. Well, you’ve said f**k you to every fan that you may have had that has a difference of opinion… You’ve told me how you feel about me as a fan.”
The two described how the UFC once positioned itself as “the sport for everyone,” actively working to prove they could attract diverse audiences across all demographics. The organization previously emphasized affordability for working-class fans while building an inclusive community that welcomed people regardless of background.
However, Thomas argues this changed dramatically around COVID-19, when the UFC allegedly adopted a different strategy. “They basically said… we’re going to be kind of like a lifestyle brand. We’re going to be a brand for a certain kind of demo,” he explained. This shift involved accepting that they would “lose a bunch of people” while betting on cultivating a smaller but more loyal demographic.
Thomas also cited data suggesting MMA may be experiencing global decline across major markets including Russia, Brazil, and the United States. Despite the UFC’s recent $7.7 billion deal, he questioned the long-term sustainability of their current approach.
