Abysmal UFC 213 Buys Continue Brutal Ratings Stretch For UFC

When July 8’s UFC 213 from Las Vegas lost its Amanda Nunes vs. Valentina Shevchenko main event the day of the fight, it seemed like the International Fight Week-ending card that with much of the wind taken out of its sails, was doomed to bring in a low pay-per-view buyrate .

And according to recently released estimates, that’s true. A report from MMA Fighting’s Dave Meltzer put the usually successful midsummer card’s buys at a measly 125,000-150,000, continuing a trend of lackluster-at-best sales for the UFC in the new WME-IMG era. There has yet to be a single UFC pay-per-view event that drew a significant amount of buzz and buys yet this year, compared to last year when numerous cards surpassed the coveted one million-plus buy threshold.

It’s hard to argue that UFC 213 should have or could have done much better, however, as the card lost its original Cody Garbrandt vs. TJ Dillashaw bantamweight tile headliner, and an anticipated contest between Robbie Lawler and Donald Cerrone was moved to UFC 214 on July 29. The late replacement Robert Whittaker vs. Yoel Romero fight for the interim middleweight title was a great fight to be certain; but at that point many fans – and all casual ones – had clearly been turned off by the dissipating event.

The low numbers put the card on par with the worst-selling UFC pay-per-views of all-time, joining the cards that dominant but low-selling flyweight champion Demetrious Johnson headlined. Obviously UFC 213 was never going to outsell last year’s UFC 200, even though that historical event also lost its main event right before it was scheduled to take place. Nunes headlined the card opposite former women’s bantamweight champion Miesha Tate, but the real attraction seemed to be Brock Lesnar’s return against Mark Hunt.

Last year seems like ancient history for the UFC, however, and the while the promotion is expected to bounce back with big numbers at next week’s UFC 214 from Anaheim, which features the long-overdue Daniel Cormier vs. Jon Jones rematch, is on point to be by far the best pay-per-view of this year with three title fights. And of course Conor McGregor will box Floyd Mayweather in their monstrous August 26 showdown that is expected to bring upwards of five million buys and countless eyeballs to MMA. It’s not solely a UFC fight though, as SHOWTIME Sports is producing the majority of it.

Regardless of the outcome, this cant be what WME-IMG envisioned when they paid .2 billion for the promotion during the height of McGregor and Ronda Rousey‘s drawing power.

2017 is quickly getting away from the new owners, and even with a potential blockbuster like UFC 214 waiting in the immediate future, they’re going to need something special to bring the overall year out of the slums and back into the penthouse the UFC enjoyed last year.

And as recent trends in MMA has shown, that will probably be up to the return – or lack of – from one infamous Irishman. Megastars tend to sell huge these days, and the rest of the roster seems to draw increasingly concerning and dismal buyrates.