Ali Akbar Rosady
The recent announcement of a merger between the Professional Fighters League (PFL) and Most Valuable Promotions (MVP) to form a new combat sports conglomerate has ignited a fierce debate within the industry, particularly regarding MVP co-founder Jake Paul’s stated intention to challenge the Ultimate Fighting Championship (UFC) for market supremacy. However, retired UFC welterweight Matt Brown has expressed significant skepticism, likening MVP and PFL’s direct confrontation with the UFC to an unwinnable "dick-swinging contest," asserting that the new entity "doesn’t have a chance" against the established titan.
The merger, which aims to promote both boxing and mixed martial arts events, represents a significant move to consolidate resources and expand reach in the competitive combat sports landscape. The PFL, known for its unique season-based format and smart cage technology, has steadily grown since its inception in 2018, attracting notable fighters and securing broadcast deals. MVP, co-founded by boxing sensation and social media personality Jake Paul, has made inroads in boxing promotion with high-profile crossover events and recently ventured into MMA. Paul has been an outspoken critic of the UFC, frequently lambasting the promotion over issues such as fighter pay, restrictive contracts, and overall fighter welfare, positioning the new MVP as a potential disruptor.
UFC CEO Dana White, however, has consistently dismissed such challenges. Following the merger announcement, White reiterated his stance that the UFC’s true competition lies with major professional sports leagues like the National Football League (NFL), the National Basketball Association (NBA), and Major League Baseball (MLB), rather than any other combat sports promotion. He emphasized the unparalleled business empire the UFC has built over three decades, suggesting no other entity in combat sports currently possesses the scale to rival it.
Matt Brown, a veteran of 29 UFC fights and a fan-favorite known for his aggressive style and knockout power, largely concurs with White’s assessment. Speaking on the latest episode of "The Fighter vs. The Writer" podcast, Brown acknowledged the strategic wisdom behind the PFL and MVP joining forces. "I certainly think it’s a smart thing for both of those companies to do," Brown stated. "Come together, join forces, try to build something big." Despite this, he remained firm in his belief regarding their competitive standing relative to the UFC. "Unfortunately, they’re in a space where they’re still just going to be No. 2. They might get closer. Right now, they’re kind of a distant No. 2, they might shred some space off of that distance, but they’re still just going to be No. 2. You’re not getting anywhere near the UFC."
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Brown elaborated on White’s perspective, interpreting it as a clear signal of the UFC’s untouchable status. "I agree with what [Dana White] said – ‘we’re competing with major leagues and shit, we’re not worried about what these peasants are doing’ so to speak. He didn’t say it like that, but I think he’s totally right in saying that." This sentiment underscores a widespread belief within the industry that the UFC operates on a different plane compared to its competitors, a position solidified by its immense financial backing and global brand recognition.
The financial disparity is a critical factor highlighted by Brown. The UFC, a subsidiary of TKO Group Holdings (part of Endeavor), boasts a massive $7.7 billion broadcast deal with Paramount, which includes rights for ESPN. This substantial financial foundation allows the UFC to invest heavily in talent acquisition, marketing, and global event production in a way that other promotions struggle to match. While MVP has leveraged Jake Paul’s star power to secure lucrative individual event deals, such as the Netflix broadcast of its first MMA card featuring UFC Hall of Famer Ronda Rousey’s comeback fight in May, Brown views such occurrences as anomalies. He argues that replicating this level of success consistently to go "head-to-head with the UFC on a consistent basis" is an "effectively impossible" and ultimately "not a winning formula for long-term success."
Brown’s most vivid criticism came when he described MVP and PFL’s direct challenge as a futile power struggle. "They’re trying to fight a dick-swinging contest with the UFC, right? When you’re trying to outspend or try to get better fighters. You don’t have a chance. What I see MVP and PFL trying to do is a dck-swinging contest and it’s like you’ve got a fcking limp dck over here." He further added, "The Jake Paul’s and the MVP’s and the PFL’s of the world, it’s seemingly that they don’t understand all this stuff. It seems like they don’t. They try to get in this dck-swinging contest with Dana White. You’re barking up the wrong tree."
Beyond financial might, Brown emphasized the profound impact of brand recognition and legacy. The UFC has spent over 30 years cultivating its status as the undisputed leader in mixed martial arts. This lengthy history has forged an almost mythical cachet, making a UFC title the universally recognized pinnacle of achievement in the sport. Fighters across the globe, from aspiring amateurs to seasoned professionals, consistently articulate the dream of competing in the Octagon and vying for a UFC championship. This aspirational pull gives the promotion a significant advantage in attracting top talent, whether signing promising prospects or securing high-profile free agents.
Brown acknowledged this ingrained mindset among fighters, suggesting that pragmatic business considerations often take a backseat to the pursuit of legacy and the desire to test oneself against the best. "The fact is in the fighting world, very, very few fighters/athletes are business minded," Brown explained. "It’s generally younger kids with some fcking screws loose, that’s why you go into MMA after college or whatever. You’ve got some fcking screws loose and you want to fight the best of the best. That’s your entire goal as a martial artist, as a fighter. You want to fight the best." He provided a stark hypothetical to illustrate this point: "I guarantee 99.9% of fighters would go fight fcking Jon Jones for $1,000 rather than fcking some PFL guy for $50,000. Just for the opportunity, the brand awareness and first and foremost, is just the opportunity to challenge yourself. That’s where fighters’ minds go." This perspective highlights the challenge for any promotion attempting to lure top talent away from the perceived "gold standard" of the UFC, even with potentially higher pay offers.
Instead of a direct confrontation, Brown advocated for a strategy of differentiation and niche-carving. He suggested that the new MVP entity would be wiser to forge its own distinct path within the combat sports ecosystem rather than attempting to directly compete with the UFC. He cited Bare Knuckle Fighting Championship (BKFC) as a successful example of this approach. "The perfect example is BKFC," Brown said. "They carved out their own lane. They’re not threatening the UFC. The UFC actually works with [David] Feldman and BKFC. They enjoy each other’s company, each other’s business." BKFC has carved out a unique space in combat sports by offering bare-knuckle boxing, attracting a specific audience and a roster of fighters often drawn from boxing and MMA backgrounds. Their distinct product allows for coexistence rather than direct rivalry with the UFC.
While a collaborative relationship between Dana White and the new MVP entity remains highly unlikely, given Paul’s vocal criticisms, Brown advises against an immediate declaration of war. He acknowledged Jake Paul’s undeniable ability to generate publicity and promotion for the new company. However, he expressed reservations about their apparent focus on MMA as the primary battleground. "Jake Paul will certainly get them a lot of publicity and promotion," Brown concluded. "It will be kind of interesting to see how they play their cards. The MMA card, I’ve argued for a long time is not really the card to play but that seems to be the path they’re going." The unfolding strategy of the PFL-MVP merger will be closely watched by industry observers as it navigates the formidable shadow cast by the UFC.
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