In the year 2024, Conor McGregor did not find himself on the UFC’s list of the top five revenue generators. Among those who surpassed him were Max Holloway and Sean O’Malley, who even outsold the heavyweight champion Jon Jones. McGregor, who hasn’t stepped foot inside the UFC octagon since his leg break in the 264 series against Dustin Poirier, has been noticeably absent in the fighting circuit. Poirier, on the other hand, managed to land amongst the top five revenue generators.
McGregor was all set for a comeback in June in a highly awaited fight against Michael Chandler as the UFC 303’s main event. However, a toe injury resulted in the bout’s discontinuation. The scandal from a sexual assault civil case finding him legally responsible added another layer of complexity to his return to fighting. After the trial, McGregor was dropped by a number of endorsements, and the plaintiff was granted almost €250,000 (£208,000) in damages.
McGregor, known for his charisma and dynamic fighting style, was once one of the best-selling attractions for UFC. Recent events, though, have left him far behind other top contenders. On a recent Friday, the UFC shared its top five best-selling fighters, which considered the sales generated from their merchandise on the UFC’s online store.
Jon Jones, commonly recognized as one of the all-time greatest fighters, retained his standing among loyal fans, even though he only fought once in 2024. His triumphant defense of his heavyweight title in a thrilling match against Stipe Miocic was one of the highlights of UFC 309. The dazzling victory, delivered by one of his signature moves, a spinning back kick, reaffirmed his status.
Jones had made his comeback to the MMA scene in March 2023 and won the heavyweight title after a gap of three years filled with injuries. Meanwhile, Tom Aspinall from Britain has established himself as a credible contender with his interim champion status in the heavyweight division. The stage is set for a showdown in 2025, which many believe could become the biggest event in UFC heavyweight history.
Retaining his status as one of the most well-received fighters in the UFC, Sean O’Malley entered 2024 as a force to be reckoned with. His flamboyant fighting style and distinct personality contributed to his enormous popularity. He started the year on a high note, successfully defending his bantamweight championship against Marlon Vera. However, a twist of fate, in the form of Merab Dvalishvili, dethroned him from his title.
Dustin Poirier has built an impressive reputation over his robust 13-year UFC career, sharing the octagon with several of the UFC’s best fighters. His unyielding spirit in the face of battles has established him as a greatly respected figure in the fighting world. In 2024, he had two memorable fights. An impressive knockout win over Benoit Saint Denis was followed by a heartbreaking loss in his third shot at the lightweight championship. Currently, at 35 years old, he has hinted at a potential retirement bout.
Max Holloway carved his name in the annals of UFC history with an unforgettable knockout in the UFC 300 event. The spectacular knockout was perceived as UFC’s standout moment in the year 2024 . Following the impactful performance, Holloway found himself in an October showdown. However, he suffered a defeat via a knockout in the third round of the UFC 308 main event match. Yet, the evident popularity of the 33-year-old fighter remained undiminished, as evidenced by his merchandise sales.
Alex Pereira, a major figure in Brazil’s MMA landscape, needs barely any introduction. Pereira defended his light heavyweight belt three times in 2024, saving multiple UFC PPV events in the process. His one-punch knockout talent and his relentless aggressiveness in the octagon have made the 37-year-old a fan favourite.
Pereira, despite his fearsome reputation in the realm of MMA, maintains a connection with his fans, making himself approachable. His fighting mantra, which roughly translates from Portuguese slang to ‘let’s go’ or ‘come on,’ has become a highly recognisable phrase in the contemporary UFC dialogue. Based on the sales of his merchandise, he was acknowledged as the top-selling UFC fighter in the year 2024.