In a sport built on grit, sacrifice, and raw skill, one would assume that the best fighters naturally rise to the top. But according to Malcolm—known online as @Malcolm_fleX48, one of the sharpest voices dissecting combat sports today—that’s not the whole story.
In our exclusive sit-down, we posed a question that’s been lingering in the minds of fight fans and insiders alike:
Is UFC matchmaking truly based on performance, or is it increasingly driven by politics, popularity, and profit?
Without hesitation, Malcolm peeled back the curtain on the inner workings of the world’s most dominant MMA organization.
“It’s not always the case,” Malcolm began. “When we look at big sports like the UFC—especially individual sports—we assume that the best guy gets the big fight, the title shot, the spotlight. But the reality is, that’s not always how it works.”
Malcolm didn’t mince words when he described what really fuels UFC matchmaking: politics, optics, and financial incentives.
“Actually, in the UFC, it’s very politics-driven. And not necessarily political in the traditional sense—but politics in the sense of what’s marketable, what sells, what’s hot at the time. That’s what really moves the needle.”
Style Points and Social Clout: The New Metrics of Success
He acknowledged that a fighter’s style still matters. A crowd-pleasing striker with knockout power is naturally more likely to be promoted than a suffocating wrestler with a grind-it-out approach. But even style, he says, isn’t the end-all-be-all.
“Yeah, stylistically, if you’re a good striker and not a boring smush wrestler—somebody who just holds people against the fence—you’re more likely to get the fights and opportunities. But it’s not just about skill anymore. It’s about whether people like you, whether you have a following.”
This brings us to a crucial point: charisma and social media presence are increasingly becoming deciding factors in whether a fighter gets pushed to the front of the line.
“Sometimes it just comes down to: do you have a big following? Do people want to see you? That matters just as much—if not more—than how many top contenders you’ve beaten.”
The Sean O’Malley Blueprint
To back his argument, Malcolm pointed to a familiar name: Sean O’Malley.
“I mean, look at Sean O’Malley. The guy got a title shot out of nowhere, again.”
O’Malley, known for his flamboyant style, rainbow hair, and huge online presence, rocketed to a title opportunity without the traditional path of defeating ranked killers. His popularity did the heavy lifting. And while few would argue that O’Malley lacks talent, it’s hard to ignore how much his brand fast-tracked his rise.
A Harsh Truth for Fighters and Fans
Malcolm’s insight forces an uncomfortable but necessary question: Has fighting become more about business than blood and belts?
For purists, the idea that politics and performance share the same table—let alone that politics might be served first—is frustrating. But for fighters coming up, it’s a wake-up call. Being great isn’t enough. You have to be visible, viral, and valuable to the brand.
“Talent still matters,” Malcolm clarified, “but it’s not the only thing that does. If you’re not marketable, your road is going to be longer, harder, and filled with more politics than people realize.”
Final Thoughts
This interview isn’t just a behind-the-scenes look at the UFC—it’s a reality check. In today’s combat sports world, being the best fighter in the gym doesn’t always translate to being the next big name on the marquee. The intersection of marketing, matchmaking, and media clout is shaping the future of the fight game.
Watch the full video of our conversation with @Malcolm_fleX48 and hear firsthand why the Octagon is no longer just about who’s toughest—but who’s trending.
Check out some of Malcolm’s links:
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