By Cassandra Cousineau for LVSportsBiz.com
It’s been almost three years since UFC welterweight champion Kamaru Usman was asked about his lack of marketing push from the world’s largest combat sports promotion.
Since, Usman (17-1) became champion in March 2019, and has two successful title defenses. The Nigerian native, who grew up in Texas, is undefeated in Las Vegas-based UFC with 12 straight wins. Only UFC legend Georges St Pierre has more consecutive wins in the promotion’s welterweight history (13). Usman tied that number with a win over former teammate Gilbert Burns Saturday night at the UFC Apex facility next to the promotion’s headquarters by knocking out the Brazilian.
When asked in 2017, Usman, who is known to be less loquacious than many of his UFC colleagues, responded to MMA Mania on the matter: “I’ve been ready for that. I don’t know if they think, ‘Well, he’s from Nigeria and we haven’t really broken into that market yet, so we can’t really sell a lot of fights there or we don’t have a TV contract there. So what’s the point of pushing a guy that’s from that area in Africa.’”
Looking forward, Usman is capable of carrying the UFC banner on two continents.
ESPN currently has Usman ranked as its No. 5-ranked pound-for-pound MMA fighter in the world. Always noted as one of the most courteous and forthcoming athletes, it’s peculiar that Usman would have to leave North America to become more widely recognized.
Still in the prime of his fighting career, the 33-year-old doesn’t have the desire to be a “braggadocious guy.” “Talking trash about my opponents, whether it’s true or whether it’s not true,” I feel like I’ve had that pressure as well since I’ve been in the UFC. I have to show people that I’m not the diversity hire. I deserve to be here, I’m one of the best fighters in the division and I’m gonna be one of the best in the world.”
But it is the fight game and controversy sells. Conor McGregor has proven that.
Not that damaging public property or hurling racial slurs should be embraced by any of the fighters in the promotion. However, Usman has earned his spot at the top of the division and should naturally be in position for a bigger payday earned from additional marketing opportunities. Two-division women’s champion Amanda Nunes was featured in Modelo beer commercials and so was featherweight contender Brian Ortega, Usman’s reign in UFC would be a logical qualifier to such commercial opportunities.
In a press release earlier this month, UFC announced a month-long string of events dedicated to African American and Black UFC athletes. Check out Usman discussing this here.
Throughout February, UFC will highlight the personal stories of African American and Black UFC athletes, past and present, while celebrating their significance in promoting and growing UFC and the sport of mixed martial arts. In addition, numerous top-ranked African American and Black UFC athletes will headline three of the four events produced at UFC APEX in Las Vegas during the month, including no. 5 – ranked heavyweight Alistair Overeem, UFC welterweight champion champion Kamaru Usman, former UFC heavyweight title challenger Derrick Lewis and UFC heavyweight Curtis Blayes. — UFC statement
Understandably so, Usman is a name that should be front and center of any UFC promotion, especially during Black History Month. He’s a bankable star. UFC 251, headlined by Usman and Jorge Masvidal, generated a reported 1.3 million pay-per-view buys on ESPN+. Of which, a reported 900,000 of PPV buys came from the United States. The debut of Fight Island in Abu Dhabi produced the most UFC PPVs since Khabib-Conor in 2018.
In addition to being a champion, he has the poise of a leading man, and an interesting backstory. The climb to become a champion fighter is steep and filled with adversity. The man known as “The Nigerian Nightmare” recounts his growing up rough in Nigeria as “rough” and consisted of him walking miles to get water in the searing heat of Africa.
Usman and his family left Nigeria for the United States when he was eight years old. After moving to America at eight years old, not fully speaking the language, and new to the culture, Usman immediately became the odd one out in school. It took him a while to feel at home in the U.S., but he found a niche in fighting. In fact, he’s one of the best in the world.
UFC President Dana White, has said on multiple occasions that he wouldn’t put an event in a U.S. arena if he couldn’t have it at full fan capacity. Once the world recovers from the current COVID-19 pandemic, if by chance UFC is looking for another continent to expand its empire, they have a game champion. In fact, there are several. “We are about to have three African-born champions. All (will be) holding belts, so we are going to have to make something happen sooner or later. And I envision that as being one of the most memorable and massive events this company has ever seen.”
The other two athletes Kamaru refers to is Middleweight champion, Nigerian-born Israel Adesanya (who will also face Jan Blachowicz for the Light-Heavyweight title, too) and Cameroon-born Francis Ngannou who faces Stipe Miocic in a rematch for the Heavyweight title next month.
“Honestly, I don’t think we’re far at all from that first African event at all,” Usman said in a UFC 258 press conference.
I think the tough thing is just the higher-ups and the execs just are able to say, ‘OK, we’re going to do whatever it takes to make it happen. Because obviously, there’s intricate details that a lot of people don’t know that goes into bringing events to certain places, just financial-wise. And not just financial, but also logistics and making sure everything works out. — UFC champ Kamaru Usman
In addition to today’s fight with former teammate Burns, each of Usman’s title defenses have come with a unique set of narratives.
He won the title from former champion Tyron Woodly. His first title defense came in a contentious match up with Colby Covington, and he headlined in UFC’s first event on its Fight Island in Abu Dhabi against a red hot Jorge Masvidal. When Kamaru Usman is on the ticket, the fight world pays attention.