A quick fix to a slow-growing problem?

Photo Credit: Esther Lin/MMA Fighting

By Chris Huntemann, Columnist

Much has been made lately about UFC bringing back old faces and signing new ones, with former WWE wrestler CM Punk making the biggest splash. He announced live during UFC 181 earlier this month that he signed a contract with UFC.

The signing of Punk is on the heels of the UFC bringing back famed rebels-without-a-cause Nate and Nick Diaz, and was followed by the company bringing back Quinton “Rampage” Jackson, who left under less-than-pleasant circumstances in 2013, to put it mildly.

Punk’s signing was met with derision by multiple fighters, while Nate Diaz’s return was marred with a missed open workout, missing weight, continued complaints about his pay and a three-round beating by Rafael Dos Anjos. His brother Nick seems to be faring slightly better, landing a main event fight with former middleweight champion Anderson Silva at UFC 183 in late January and staying out of trouble since his most recent arrest.

Not much is known yet about Jackson’s return to the UFC, as it is being contested in court by Bellator MMA and its parent company, Viacom. But the signing of a former pro wrestler with zero MMA experience, brothers who are accomplished fighters but also certifiable pains-in-the-asses and another accomplished fighter who has displayed numerous instances of questionable behavior outside the cage, suggests the UFC may be scrambling for something – anything – to increase fan interest.

Oh yeah, and the UFC is also being sued by former fighters over claims the company has created a monopoly in MMA and doesn’t fairly compensate its fighters. Are all of these occurrences related? It’s possible.

Pay-per-view buy-rates for the UFC are down, no question about it. UFC 177 – which was supposed to feature a rematch between TJ Dillashaw and Renan Barao for the bantamweight title but changed at the last minute after Barao had to withdraw from the bout – received one the lowest buy-rates in recent memory.

What could the UFC do to bring in more fans besides signing pro wrestlers with no experience (though they don’t seem to be alone – Bellator is apparently courting former WWE wrestler Alberto Del Rio and has entered the Brock Lesnar sweepstakes) and bringing back controversial former stars who may have lost a step? The answer is simple, yet complicated.

The buy-rates for UFC PPVs are likely proportionate to the quality of the card being offered. Cards that seemed “stacked” with multiple fights featuring popular fighters (like UFC 181 earlier this month, that featured two title fights and fighters like Anthony Pettis, Gilbert Melendez and Robbie Lawler) still fare pretty well.

But, due to what I believe is an increase in demand for programming from FOX and the presence of UFC Fight Pass, the company has to put on more and more live cards and stretch its roster thin in order to meet this demand. As a result, many live fight cards are headlined by fighters who would normally be on the undercard on PPVs and are supported by fights that wouldn’t even make it on to broadcast.

In layman’s terms, the UFC product as a whole feels very watered down, a sentiment shared by fans:

Haven't missed a UFC PPV since UFC 40 and UFC 149 was one of the worst ever! These weak watered down card HAVE to stop. #UFC 149
— Colin Hollett (@colinhollett) July 22, 2012

#ufc149 this Faber vs Barao fight blows the load UFC PPV's are getting watered down
— Manny (@MannyKicks) July 22, 2012

@danawhite Hey Danal, is the next @ufc ppv gonna be better than that last watered down POS event???
— Timebomb (@Timebomb_101) September 8, 2014

So while reducing the number of live cards is the simple answer, the trade-off for having your product on a platform like one of the big four networks is playing your role to help fill that network’s programming.

So maybe this is the new reality for UFC. Fight cards that feature only one “marquee” bout and several fights featuring unknown fighters. Bringing back fighters that may have lost a step but still bring name recognition. Signing professional wrestlers or other athletes that have no MMA experience, but can bring new viewers with them. While UFC has a future in 2015, it’s very much an unknown one.

Chris Huntemann writes about mixed martial arts in the state of Maryland. He also contributes his thoughts to our site on the UFC, Bellator, and World Series of Fighting. Check out his blog, or follow him on Twitter: @mmamaryland.