In 2024’s roster of top-selling UFC stars, Conor McGregor’s name was conspicuously absent. Instead, it was Max Holloway and Sean O’Malley who clinched spots in the sales leaderboard, even outpacing Jon Jones, the reigning UFC heavyweight champion. Following a period of inaction due to a leg injury during his 2021 fight against Dustin Poirier, McGregor has been far from the UFC scene. While he was scheduled to return to the ring in a much-anticipated bout against Michael Chandler in UFC 303, a severe pinky toe injury put those plans on hold.
Legal troubles dogged his comeback even further, as he was pronounced guilty in a sexual assault lawsuit. Losing endorsements and being required to pay almost €250,000 (£208,000) in damages added insult to the injury of his fading appeal in the UFC universe. Once UFC’s golden boy and a two-division champion, McGregor is now more in the shadows than the spotlight. UFC shared its revenue-generating champions for the year, calculated based on the sales of merchandise on their official store.
Securing the fifth spot in top-selling UFC fighters was Jon Jones. Jones, at 37, reminded fans of his exquisite skills in his only fight of 2024. He had successfully clinched the heavyweight title in UFC 309’s main event, beating Stipe Miocic with a stunning spinning back kick. This victory came after his return to MMA from a hiatus of three years marred by injuries. In the mix of heavyweight champion contenders is Britain’s Tom Aspinall, currently the division’s interim champion. Excitement is brewing for their unifying clash in 2025, suspected to be a grand event in UFC’s heavyweight history.
Claiming the fourth position on the list is Sean O’Malley. Widely recognized since his entry into the UFC scene, O’Malley’s distinct style and persona have drawn both admirers and critics. Kicking off 2024 as the bantamweight champion, he successfully defended his title against the likes of Marlon Vera. However, the landscape changed rapidly with the arrival of Merab Dvalishvili, who subsequently snatched the title from him.
Max Holloway took the second position, establishing his name permanently in the annals of UFC history by knocking out a rival at UFC 300. The 33-year-old then suffered a defeat in a main event bout at UFC 308, but that didn’t tarnish his standing as one of the most popular figures in UFC, as evidenced by his merchandise sales.
At the top of the list of 2024’s highest-selling UFC fighters is Brazil’s MMA sensation, Alex Pereira. Not just for defending his light heavyweight title three times through the year, but also for his rapport with fans despite a formidable reputation in MMA, he became the fan favorite. At 37, he has come to symbolize one of the most expressive phrases in UFC’s modern vernacular, translated as ‘let’s go’ or ‘come on’. It’s hardly surprising, therefore, that he emerged as UFC’s best-seller in 2024.