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Velasquez has appeared in a variety of places to promote the UFC.
The average MMA fan is going to be more excited for the UFC equivalent of Godzilla vs. King Kong than any other kind of fight. They want to see big men who throw big punches with the intention of laying down some big hurt.
This was discussed in detail in the “Fighters That Can End the UFC's 'Star Search'” article. Velasquez is a big guy with big hands. Additionally, he has a personality that, perhaps, holds more appeal than even current champion Junior dos Santos.
To quote that article:
“Dos Santos is warm and cuddly. He is nice, humble, respectful, loves his mommy and prays every day...Velasquez is smart, articulate, hardworking and loves his family, but also serious, gritty, no-nonsense and definitely not on the list of people you would want to mess with.”
Velasquez's star is bright right now, but with his Mexican heritage always on display and the incredible amount of time he dedicates to reaching out to that demographic, he may be one of the most popular fighters in the UFC.
...or maybe not. Velasquez has only headlined two PPV cards for the UFC to this point. One was UFC 121 where he faced Brock Lesnar and generated over one million buys. The other, though, was UFC 110, where he fought Antonio Rodrigo Nogueira, but only attracted an estimated 240,000 buys in spite of some decent support from the rest of the card.
The numbers for UFC 146 are still unavailable but regardless, is Velasquez a star capable of drawing 500,000 buys consistently, a la Jon Jones? Nobody knows at this point, but it will be quite interesting to see.