Many observers feel the UFC is in dire need of new stars. Prizefighters that can transcend the bubble that is the sport and capture the imagination of mainstream consumers. Saturday in Dublin, the world may see the next big thing in MMA.
Conor McGregor (14-2), a polarizing Irish featherweight, has already taken his country by storm. “The Notorious” has elevated Ireland’s MMA scene significantly in the last year and his stardom has gone from niche to national. MMA in his country was an afterthought, but today it’s estimated that 99 percent of the country will be able to view his main event bout versus Diego Brandao on terrestrial television.
McGregor has become the GSP of Ireland, with fans and media flocking to every appearance, documenting his every move and placing a massive burden on his 26-year-old shoulders. It’s as if the fate of a nation is willing him to remain undefeated in the Octagon. But the quick-witted lad believes it is his destiny to be a champion in MMA since his bloodline proves he was born to be a warrior.
During a recent appearance on UFC Central Radio on Sportsnet 590 The Fan, McGregor said, “All you gotta do is search the McGregor name and it shows a long history in Scotland back in the day. We fought off the British. The British invaded the war-torn Scottish highlands. [We were] on horse back swinging pick axes.”
McGregor believes there is over 300 years of Fighting Irish blood in his veins. “My roots, where I came from, is where I believe I’m from and I prove it’s where I’m from. I believe there is warrior experience inside me. I believe I am doing what my ancestors did [but] in this day and age.”
Not only does McGregor epitomize this modern warrior spirit, but he also truly understands the art of fight promotion.
Prior to every bout, McGregor exemplifies the qualities that made Muhammad Ali great, or Chael Sonnen, or Floyd Mayweather. McGregor talks a fantastic game, generates incredible hype, already dresses the part of a world champion, all while drawing disdain from his opponent and the entire division he competes in.
Inside the Octagon, his opponents are often enraged, emotionally overcharged, salivating at the prospect of getting their hands on McGregor, yet McGregor is cool, calm and collected, dissecting their every move, while chipping away at their defence. He makes it clear that he does not fight with his heart, but rather uses his brain first. Heart is only required when you one needs to reverse the tide or take over a bout that isn’t going in your favour.
McGregor is already talking about bypassing the list of established contenders vying for Jose Aldo’s featherweight strap. He is already convincing the world that in 2015 the UFC will host another event in Ireland, in a stadium no less, where he will be “defending” his title.
Talk is cheap, but in prizefighting talking means money. Effective talking gets fighters paid, gets them bigger bouts, more sponsors, mainstream coverage. McGregor fully understands this and is capitalizing on it.
But, actions speak louder than words and the time has come to cash in on his pre-fight investments. He must win to continue his ascension. It’s easy for him to talk about glory, but there will always come a time where he must prove it. And against Brandao it will not be an easy task. The reality is a victory means future tests will be even more difficult to pass as the incredible 145-pound division is stacked with killers.
But McGregor says, “line them up, and one by one they will fall.”
Right now, the featherweight division is followed mostly by hardcore fans, but he could be the fighter to take it to the next level.
McGregor has taken the torch from Chael Sonnen as perhaps the best talker in MMA and now he must channel his in-cage abilities and achieve greatness in his prime, just like Anderson Silva and Georges St-Pierre did. If he can do so, he can go from UFC Fight Pass to headlining free TV cards to becoming a massive pay-per-view draw.