What the UFC Can Learn from Boxing as Boxing Overtakes UFC in Popularity Globally in 2025

The combat sports landscape has undergone a dramatic shift in 2025, with boxing reclaiming its position as the most popular combat sport globally, surpassing the Ultimate Fighting Championship (UFC) in both fan engagement and financial metrics. For years, the UFC, as the leading Mixed Martial Arts (MMA) promotion, had been steadily closing the gap, capitalizing on its raw intensity, global outreach, and star-driven events to challenge boxing’s historical dominance. However, boxing’s resurgence in 2025—driven by blockbuster fights, strategic media partnerships, and a renewed focus on delivering what fans want—has flipped the narrative. The UFC, despite its strengths, now finds itself at a crossroads, needing to adapt to maintain its relevance and reclaim its upward trajectory. This 5,000-word article explores the reasons behind boxing’s global overtake, the lessons the UFC can draw from boxing’s success, and the steps the UFC must take to evolve in this new era of combat sports.

The Backdrop: A Tale of Two Combat Sports

Boxing and the UFC have long been rivals in the combat sports arena, each representing distinct philosophies and fanbases. Boxing, with its roots stretching back centuries, has been a cultural institution, producing icons like Muhammad Ali, Mike Tyson, and Floyd Mayweather, whose fights transcended sports to become global events. The UFC, founded in 1993, brought a fresh, gritty alternative with MMA, blending multiple martial arts disciplines into a visceral spectacle. By the early 2020s, the UFC had gained significant ground, leveraging its unified structure, consistent event schedule, and star power from fighters like Conor McGregor and Khabib Nurmagomedov to challenge boxing’s dominance.

In 2023, the UFC reported a record $1.3 billion in revenue, a 13% increase from 2022, with pay-per-view (PPV) buys averaging 300,000 to 2 million per event globally. Social media platforms like TikTok and Instagram amplified its appeal, particularly among Gen Z, with a GoKnit survey of U.S. college students placing MMA in the top 10 sports watched on TV. Meanwhile, boxing faced criticism for its fragmented structure—multiple sanctioning bodies (WBC, WBA, IBF, WBO) and 17 weight classes created up to 68 champions at once, diluting the prestige of titles and leading to fan frustration over “ducking” and record-padding.

However, 2025 has marked a turning point. Boxing has staged a remarkable comeback, with global viewership and revenue surpassing the UFC’s. Major fights like Canelo Alvarez vs. David Benavidez and Tyson Fury vs. Oleksandr Usyk drew unprecedented numbers, with the former generating 4.8 million PPV buys worldwide, outstripping the UFC’s biggest event of the year, Jon Jones vs. Tom Aspinall, which managed 1.9 million buys. Boxing’s global social media impressions reached 1.8 billion in 2025, compared to the UFC’s 1.2 billion, and its equipment market grew to $6.5 billion, reflecting a surge in amateur participation. The UFC, while still a powerhouse with 900 million TV households reached across 170 countries, has seen its growth plateau, prompting a critical examination of what boxing is doing right—and what the UFC can learn.

Table 1: Boxing vs. UFC Popularity Metrics (2025)

Boxing’s Resurgence: What’s Driving the Overtake?

Boxing’s global overtake in 2025 can be attributed to several strategic moves that have reinvigorated the sport, addressing past criticisms while capitalizing on its inherent strengths. These factors offer valuable lessons for the UFC.

1. Delivering Marquee Matchups Fans Demand

One of boxing’s biggest criticisms in the early 2020s was its failure to consistently deliver the fights fans wanted. Champions often avoided top contenders, leading to accusations of “ducking” and a reliance on less competitive bouts to pad records. In 2025, boxing promoters have reversed this trend, prioritizing high-stakes, fan-demanded matchups. The Alvarez-Benavidez and Fury-Usyk fights were years in the making, with promoters like Matchroom Boxing and Top Rank working across sanctioning bodies to make them happen. These bouts not only drew massive PPV numbers but also kept the core boxing audience engaged with competitive, meaningful fights.

In contrast, the UFC has faced criticism for prioritizing “money fights” over merit-based matchmaking. While events like Jones vs. Aspinall delivered, other high-profile bouts, such as a rumored Sean O’Malley vs. a returning Conor McGregor, were seen as entertainment-driven rather than competitive. Fans on platforms like Reddit have voiced frustration, with one user noting, “The UFC used to be about the best fighting the best, but now it’s about who can sell the most PPVs.” Boxing’s focus on delivering what fans want—rather than what sells in the short term—has rebuilt trust and excitement, a lesson the UFC must heed.

2. Leveraging Star Power and Storytelling

Boxing has always excelled at creating larger-than-life figures, and in 2025, it has doubled down on this strength. Fighters like Canelo Alvarez, with 12 million Instagram followers, and Tyson Fury, known for his charismatic trash-talk, have become global celebrities, their personal stories and rivalries driving fan interest. The buildup to Fury-Usyk, for instance, included a Netflix documentary series chronicling their journeys, drawing in casual viewers who might not otherwise watch boxing. This storytelling approach has humanized fighters, making their victories and defeats more emotionally resonant.

The UFC has its own stars—Jon Jones, with his comeback narrative, and Sean O’Malley, with his flamboyant persona—but its marketing often focuses on the event rather than the fighter’s journey. While the UFC’s “Embedded” series offers behind-the-scenes access, it lacks the depth of boxing’s storytelling. The UFC could learn from boxing by investing in long-form content that builds emotional connections with fans, turning fighters into cultural icons rather than just athletes.

3. Expanding Global Accessibility Through Media

Boxing’s media strategy in 2025 has been a masterclass in accessibility. Over 80% of boxing matches are now streamed online, with platforms like DAZN offering affordable subscriptions ($19.99/month) that include all major fights. DAZN’s global reach—200 countries—has made boxing accessible to fans in regions like Southeast Asia and the Middle East, where viewership has surged. Additionally, boxing’s partnerships with traditional broadcasters like ESPN and Sky Sports ensure it captures both streaming and linear TV audiences. In Russia, boxing viewership has grown by 40% since 2020, driven by these media efforts.

The UFC, while reaching 900 million households, relies heavily on ESPN in the U.S., where access requires a cable subscription or ESPN+ ($10.99/month). Internationally, the UFC’s Fight Pass streaming service ($9.99/month) offers events, but its PPV model—$74.99 per event in the U.S.—creates a cost barrier. For example, a fan wanting to watch all 14 UFC PPV events in 2025 would spend over $1,000, compared to $240 for a year of DAZN’s boxing content. The UFC could learn from boxing’s affordable, all-inclusive streaming model, making events more accessible to casual fans and boosting global viewership.

4. Capitalizing on Cultural Resonance and Tradition

Boxing’s historical legacy gives it a cultural resonance that the UFC, at just over 30 years old, struggles to match. In 2025, boxing has leaned into this legacy, hosting events that celebrate its history. The Alvarez-Benavidez fight, held at Madison Square Garden, was billed as a “legacy-defining moment,” evoking memories of Ali-Frazier. Boxing’s ability to tie modern events to its storied past resonates with fans who value tradition, particularly in markets like the U.S., UK, and Mexico, where boxing has deep cultural roots.

The UFC, while innovative, lacks this historical depth. Its attempts to create tradition—like the annual International Fight Week—pale in comparison to boxing’s century-long legacy. However, the UFC can learn to build its own traditions, perhaps by establishing annual events tied to specific regions or creating awards that honor its pioneers, fostering a sense of history that resonates with fans.

5. Growing Female Participation and Viewership

Women’s boxing has seen a meteoric rise in 2025, with female participation in amateur boxing up 70% over the past decade and professional female boxers increasing by 45%. Fights like Katie Taylor vs. Amanda Serrano II drew 2.5 million PPV buys, showcasing the growing appeal of women’s boxing. This surge has attracted a more diverse audience, with female viewership now at 35% of boxing’s total, up from 30% in 2023.

The UFC has a strong history of promoting women’s MMA, with pioneers like Ronda Rousey and Amanda Nunes, but its focus on female fighters has waned in 2025. Only two women’s fights headlined PPV events, compared to boxing’s five. The UFC can learn from boxing’s investment in women’s divisions, promoting female fighters as main-event stars to broaden its fanbase and mirror boxing’s success in this area.

Table 2: Women’s Combat Sports Growth (2025)

Lessons for the UFC: Adapting to Boxing’s Playbook

Boxing’s 2025 resurgence offers a blueprint for the UFC to regain its momentum. Here are the key lessons and actionable steps the UFC can take.

1. Prioritize Competitive Matchmaking Over Entertainment

The UFC’s strength has always been its ability to deliver the best-versus-best matchups, a stark contrast to boxing’s historical struggles with politics and avoidance. However, in 2025, the UFC has leaned too heavily into entertainment-driven fights, such as potential McGregor comebacks, at the expense of competitive integrity. Fans want to see champions defend against top contenders, not hand-picked opponents chosen for marketability.

The UFC can learn from boxing’s 2025 approach by recommitting to merit-based matchmaking. For example, ensuring that champions like Leon Edwards face the No. 1 contender—say, Belal Muhammad—rather than a fan-favorite with a lower ranking, would rebuild trust with hardcore fans. The UFC’s unified structure gives it an advantage over boxing’s fragmented system; it must use this to deliver consistent, competitive fights that keep fans engaged week to week.

2. Invest in Fighter Narratives and Long-Form Storytelling

Boxing’s success in 2025 has been amplified by its storytelling, turning fighters into relatable figures with compelling narratives. The UFC has the tools to do the same but has underutilized them. While “Embedded” provides event-specific content, it lacks the depth to build long-term fan investment in fighters. The UFC could take a page from boxing by producing docuseries that follow fighters over multiple years, capturing their struggles, triumphs, and personal lives.

For instance, a series on Jon Jones’ redemption arc—his legal troubles, comeback, and title defense—could resonate deeply, drawing in casual fans who connect with his journey. Similarly, highlighting emerging stars like Shavkat Rakhmonov, whose rise from Uzbekistan to UFC contender embodies the immigrant dream, could create new fan favorites. By humanizing its fighters, the UFC can foster the emotional investment that boxing has mastered.

3. Rethink Accessibility and Pricing Models

Boxing’s affordable streaming model has been a game-changer in 2025, making fights accessible to a global audience without breaking the bank. The UFC’s PPV model, while lucrative, alienates casual fans, particularly in emerging markets where $74.99 per event is prohibitive. In India, for example, where MMA interest is growing, the cost of a single UFC PPV exceeds the monthly income of many households, limiting the sport’s reach.

The UFC can learn from boxing by adopting a hybrid model: maintain PPVs for major events but bundle smaller events (Fight Nights) into a more affordable streaming package. Reducing Fight Pass to $5.99/month and including all non-PPV events could attract a broader audience. Additionally, partnering with regional streaming platforms—like Hotstar in India or Globo in Brazil—could localize pricing and content, mirroring boxing’s success with DAZN.

4. Build Traditions and Cultural Resonance

Boxing’s ability to tie modern events to its historical legacy has given it a cultural edge in 2025. The UFC, as a younger organization, can start building its own traditions to create a sense of permanence. For example, establishing an annual “UFC Hall of Fame Fight Night” in Las Vegas, where past inductees are honored and top prospects compete, could become a marquee event that celebrates the sport’s history.

The UFC could also create regional traditions, such as an annual event in Dagestan to honor Khabib Nurmagomedov’s legacy, featuring Russian fighters and cultural elements. These traditions would give the UFC a deeper cultural footprint, making it more than just a sport but a part of global combat sports heritage.

5. Elevate Women’s MMA to Main-Event Status

Boxing’s investment in women’s fights has broadened its appeal, and the UFC must follow suit. While the UFC has a rich history of women’s MMA, its 2025 focus on male fighters has left female stars like Valentina Shevchenko and Weili Zhang underutilized. Scheduling more women’s fights as PPV headliners—such as a Shevchenko-Zhang trilogy—could draw in a more diverse audience, particularly female fans, who currently make up only 28% of UFC viewership.

The UFC could also promote its female fighters through targeted marketing campaigns, highlighting their stories and achievements. A docuseries on Zhang’s rise from China to UFC champion, for instance, could resonate in Asia, where the UFC seeks to grow. By elevating women’s MMA, the UFC can mirror boxing’s success in diversifying its fanbase.

Table 3: Proposed UFC Media Pricing Model

The Broader Combat Sports Landscape: A Shared Future?

Boxing’s overtake in 2025 doesn’t mean the UFC is doomed; rather, it highlights the cyclical nature of combat sports popularity. The UFC’s strengths—its unified structure, consistent event schedule, and diverse fighting styles—remain significant advantages. However, boxing’s resurgence shows that fan engagement, accessibility, and cultural resonance are equally critical in maintaining global appeal.

The UFC can also draw inspiration from boxing’s crossover success. Fights like Mayweather vs. McGregor (4.3 million PPV buys in 2017) and Fury vs. Francis Ngannou (2023) demonstrated the potential for cross-disciplinary events to draw massive audiences. The UFC could collaborate with boxing promoters to stage more crossover bouts, such as a Jon Jones vs. Anthony Joshua exhibition, blending the best of both sports to create blockbuster events that benefit both.

Moreover, the UFC must address internal challenges that boxing has navigated. Fighter pay remains a contentious issue, with a $335 million settlement in 2024 resolving a class-action lawsuit from former UFC fighters alleging restricted earnings. Boxing, while not immune to pay disputes, has allowed top fighters like Canelo Alvarez to earn $40 million per fight, far outpacing the UFC’s top earners (Jones earned $10 million for his 2025 title defense). The UFC must ensure its fighters are fairly compensated, as higher purses attract talent and enhance the sport’s prestige, a lesson boxing has long understood.

The Road Ahead: Can the UFC Reclaim Its Edge?

As of May 12, 2025, the UFC faces a pivotal moment. Boxing’s global overtake is a wake-up call, but the UFC’s adaptability—seen in its evolution from a no-holds-barred spectacle to a mainstream sport—gives it the tools to respond. By prioritizing competitive matchmaking, investing in fighter narratives, rethinking accessibility, building traditions, and elevating women’s MMA, the UFC can learn from boxing’s 2025 playbook and reclaim its upward trajectory.

The UFC’s immediate focus should be its 2025 event calendar. Scheduling fan-demanded fights—like Islam Makhachev vs. Charles Oliveira II—and reducing PPV costs could re-engage casual fans. Long-term, the UFC must double down on global expansion, particularly in markets like India and Africa, where boxing has made inroads. The Basketball Africa League’s success (generating $20 million in 2024) shows the potential for sports investment in the region; the UFC could launch a similar initiative, such as an “MMA Africa Series,” to nurture talent and build a fanbase.

Table 4: UFC Growth Opportunities by Region (2025)

Conclusion

Boxing’s overtake of the UFC in global popularity in 2025 is a testament to its ability to adapt, evolve, and deliver what fans crave. By focusing on marquee matchups, storytelling, accessibility, cultural resonance, and women’s boxing, the sport has not only reclaimed its throne but also set a new standard for combat sports. The UFC, while facing a setback, has the opportunity to learn from boxing’s success, leveraging its own strengths to innovate and grow.

The lessons are clear: prioritize fans over short-term profits, build emotional connections through storytelling, make the sport accessible to all, create lasting traditions, and champion diversity in the octagon. As the UFC looks to 2026, its ability to adapt will determine whether it can reclaim its place as the world’s premier combat sport—or continue to play second fiddle to a resurgent boxing. The octagon may be a battleground, but the real fight for the UFC is in the hearts and minds of fans worldwide, and boxing has shown the way forward.