The 10 Most Marketable UFC Fights of 2009

It is no secret why marketability is important—it’s what keeps the UFC going and allows the sport to grow. While marketability doesn’t always equal the most deserving fighter getting his title shot, it is what ultimately allows any fight to happen in the first place. 
    
So the question is what makes a marketable fight? The obvious answer is having two marketable fighters fight against each other. Also, just as important, is the circumstances that revolve around the fight. Think about the two fights that headlined the two biggest fight cards in UFC history.

It was just announced UFC 91, which featured Couture-Lesnar, did over one million buys—coming in second behind UFC 66, which featured Liddell-Ortiz II. In each situation, the perfect marketing storm formed with all the elements coming together.

Let’s take a look at the top 10 marketable fights that could happen in 2009. I use the word could because the fights range from already happening to fights that require certain factors to play out.

All fights listed have at least a microscopic chance of happening, so use your imagination.

I will also predict the PPV buy rates just for fun. While buy rates are affected by the strength of the overall fight card, big numbers are inspired by the main event. Keep in mind these fights bring in all fans—not just hardcore ones.

The Top 10 List

10. Anderson Silva vs. LHW Challenger

Conveniently, Silva couldn’t fight in time for UFC 95 and would rather fight in April. That sets him up for a fight with one of the UFC 92 LHW losers. I will let you decide which opponent would give the UFC their best PPV buy rate: Forrest Griffin, Rashad Evans, Rampage Jackson, or Wanderlei Silva. I am sure we all have our favorites—my vote is for Silva vs. Silva.

PPV buys: 500,000-600,000…This fight could certainly do more buys, but we don’t know what kind of PPV numbers Silva will pull at light heavyweight–hopefully better then he did at middleweight. He has never done more then 400,000 PPV buys, but he has also never had fighters like the ones listed here.

9. Forrest Griffin vs. Rampage Jackson II

These two fought at UFC 86 with no real co-main event and it did 520,000 PPV numbers. The fight ended in controversy and fans have been clamoring for a rematch ever since. If Forrest gets by Rashad Evans and Rampage gets by Wanderlei Silva, then this fight will definitely happen.

PPV buys: 600,000…People would love to see a rematch, so it should do better numbers than the first fight did–but would Forrest-Wanderlei do better?

8. Georges St. Pierre vs. Anderson Silva

These two fighters don’t have the mainstream pull of someone like Randy Couture or Chuck Liddell—but put them together and you have a superfight. St. Pierre’s best draw was 525,000 PPV buys at UFC 83, which featured his rematch with Matt Serra. Oddly, Silva’s best draw was around 400,000 at UFC 67 which featured his non-title fight with Travis Lutter.

PPV buys: 650,000…Neither of these fighters has ever done this many buys on their own, but with the superfight 1 + 1 = 2.5 (not quite 3). If it’s not a middleweight title fight, they should break the rules and make it a five-round fight.

7. Chuck Liddell vs. Wanderlei Silva II

Their first fight at UFC 79 drew upward of 700,000 PPV buys. The fight card also featured St. Pierre-Hughes II, which definitely added to the numbers, but this was all about Liddell-Silva. A rematch would be a guilty pleasure—who wouldn’t enjoy watching them go at it one more time.   

PPV buys: 650,000…This fight most likely happens if Wanderlei loses to Rampage at UFC 92. This time, make it five rounds, though.

6/5. Lesnar vs. Nog/ Brock Lesnar vs. Frank Mir II

Brock Lesnar is a proven PPV draw. His three fights in 2008 combined for over two million PPV buys. Lesnar-Mir 1, at UFC 81, drew around 650,000 PPV buys. Their rematch would be a title fight and both fighters’ marketability has only skyrocketed since. A fight with Nog would also be big—but not quite as huge.

PPV buys: 675,000/750,000…Both of these fights could very well do more. For the first fight to happen, Mir will have to beat Nog, which I don’t think will happen. It would do more PPV buys then Lesnar-Nog, but, regardless, both fights make the list.

4. Chuck Liddell vs. Randy Couture IV

A lot of hardcore fans aren’t really interested in seeing this fight—and it seems like neither fighter is either. But most mainstream fans weren’t around for the first three fights. This would be their chance to see the UFC hall of famers go at it before they both retire.

This fight would work well as both of their farewell fights, or just maybe their next—only time will tell.

PPV buys: 800, 000…This fight only happens if both fighters end up wanting it. It would likely happen after Couture loses to Lesnar and wants one more fight before retiring. Normally, the fight would do bigger numbers but the losses that set this fight up will diminish it somewhat.

3. Georges St. Pierre vs. BJ Penn II

These two fighters have the most loyal fan base in all of MMA. The PPV buys from Canada and Hawaii alone could carry this fight card. They will most likely get a few more from Mainland USA though. The big question is: Will it break the coveted one million PPV buy rate.

PPV buys: 850, 000…While the fight will be huge, I don’t see it getting near the 1 million buy rate. It will still be one of the biggest fights in UFC history and could potentially be No. 2 on this list. GSP will win and set up the GSP-Silva superfight at the end of 2009. Penn fights Florian.

2. Brock Lesnar vs. Randy Couture II

The first fight did huge numbers—especially with current economic conditions. A rematch could do even better numbers. For this fight to take place, two things need to happen.

Couture needs to win one or two fights to get another title shot or Brock Lesnar needs to lose against the winner of Nog-Mir which would set up an obvious No. 1 contender fight between the two.

The first scenario would obviously draw better PPV numbers.

PPV buys: 1.1 million...I am picking Brock Lesnar to beat Noguiera in the HW tournament. Couture will beat Mir or Gonzaga and get his rematch with Lesnar. Brock wins and Couture retires/or fights Liddell (fight predictions are subject to change).

1. Brock Lesnar vs. Chuck Liddell

I said microscopic right? Well this fight might have a better chance than you think. Sure, a lot of hardcore fans may cringe, but this article is about what would sell the most PPV buys. And that means bringing in mainstream fans. So how does this fight happen?

Well, the UFC hasn’t given up on a Liddell-Couture fight just yet. I think the winner of that fight would be given to Brock Lesnar—whether he wins the mini-tournament or not. So, if Liddell and Couture do decide to fight—and Liddell wins—we could be looking at Lesnar-Liddell in 2009

PPV Buys: 1.25 million…No one was giving Liddell a chance against Anderson Silva, so do you give him one against Lesnar. Liddell has great takedown defense and could probably interest Lesnar in a stand up fight. Lesnar could easily knock out Liddell, like he knocked out Couture, but Liddell could also knock Lesnar out, right?

So those are my 10 most marketable fights of 2009. Do you have a fight you think would sell more pay-per-views? I would love to hear the matchups. 2009 will be a great year and should easily top 2008.

Brian Oswald is a staff writer for Inside Fights. This article was originally published there.