The UFC has explored dozens of markets in its more than 30 years of existence and, although there is no perfect formula for the introduction of its product to be successful, in Spain they have found all the elements.
As happened in 2014, when they landed in Mexico (their first Spanish-speaking market), it was essential to have a figure, a champion, who at that time was Caín Velásquez. Although he was born in the United States, he could speak Spanish for the local media, he carried the Mexican flag and the music of Vicente Fernández when he went out to the octagon.
Cain had demolished the media figure of that time, the immense Brock Lesnar, and had made his own figure better known than his own discipline.
If Velasquez walked the streets of Mexico City, people would recognize him and ask for photographs, most of them not understanding the rules of the octagon or what the sport was really about. They knew that this Mexican was the heavyweight champion and the ‘Most Dangerous Man on the Planet’.
A decade later, Ilia Topuria reproduces that effect, with even greater impact, in the land that adopted it. Spain has turned to watch MMA, which has a thriving scene in gyms and promotions, but with the impetus of a figure who has known how to perform in front of the cameras to create an idol at 28 years old.
With the belt in hand, after the epic night of February 17 in Anaheim, he now defends in Abu Dhabi, in prime time for his audience in Spain and in much more accessible conditions for those who want to experience it live.
Rarely has a discipline had the opportunity to be introduced so suddenly, managing to open spaces in media of relevance to national life such as Diario ABC.
Spanish MMA does not refer to what Ilia Topuria can do in his career, but he is the reason why the largest promotion in the world seeks to land in Spain in 2025, ideally for his second defense of the title.
There are many coming behind him with enormous talent and a growing fan base, especially among the youngest followers. UFC 308 (October 26) comes at the best time, headed by the right person and in prime time for television.
Text written by Carlos Contreras Legaspi (ESPN Deportes), nominated for Best MMA Journalist in the World
