When you’re a kid, it’s the oldest trick in the book; steal some hard alcohol from your parents’ liquor cabinet, and fill it back up with water.  Over a period of time, if you do that to the same bottle over and over again, the mixture becomes so diluted that you are barely hanging onto a quality product.

As far as the UFC is concerned, it is beginning to feel as though the promotion is on the fringe of diluting itself by having too many events.  Sure, die-hard MMA fans are never going to complain about having UFC 148, UFC on Fuel TV 4, Strikeforce: Rockhold vs. Kennedy and UFC 149 all within a two weeks span, but will the casual observers really care about Shawn Jordan in the third-to-last fight at UFC 149?

Back in the old days of the promotion, there would be two or three months in between each UFC card.  Now, it is uncommon to have less than two Zuffa-run events in each month.  It is very easy to understand that as the sport has grown, the roster grows, and with the promotion expanding from five weight classes to nine over the last couple of years, there are more fighters than ever. And with more fighters than ever, you have to accommodate it by having more events than ever.

But let’s look at UFC on FX: McCall vs. Johnson and UFC on Fuel TV: Munoz vs. Weidman.  Both shows had an extremely low attendance.  UFC President Dana White expressed how hard it has been to break through in South Florida; however, something tells me that if the UFC were to put Junior dos Santos vs. Cain Velasquez II for the heavyweight title, along with a solid co-main event, in the same arena on a Saturday night as opposed to having two flyweights rematch one another on a Friday night, the place would have been full.  Or if the promotion built a nice card around Urijah Faber vs. Renan Barão for the interim title, and also put it at a normal pay-per-view time, it would have done well.

Having fights in the Pacific time zone on a week night, where the first fight takes place before the average person gets out of work, is just bad for business, plain and simple.  Even if those fights had taken place on the East Coast, where generally speaking the first fight takes place around 6:30 p.m., giving people a little bit of time to get out of work, it still would be tough.

With UFC 149 this weekend, fans are excited to see Urijah Faber, Renan Barão, Hector Lombard and Cheick Kongo.  As a whole, people don’t know that Shawn Jordan went 3-1 in Bellator, beat Lavar Johnson in Strikeforce, and won his first UFC fight.  People wanted to see “Big Nog” make his return, not Jordan.

White made a comment about how injuries decimated the card on Saturday, and quite frankly it shows.  Filling that bottle of liquor back up with water only works so many times.  Sooner or later, the consumer is going to know that they are not taking in a quality product, and it is going to be hard for the UFC to sell a lot of these relative unknowns to the average fan.

Sure, things will always be taken out of the executives’ hands, such as fighter injuries, but if the promotion slowed down and actually put on less events, better quality fights would be a direct result.  And that would be like sipping a fine single malt.

Photo: Matt Riddle is on the UFC 149 Main Card (James Law/Heavy MMA)

About The Author

Brian McKenna
Staff Writer

Brian McKenna was born and raised in the suburbs of Boston, Massachusetts. A sports nut from as long as he can remember, he came to be a fan of Mixed Martial Arts from a roommate watching The Ultimate Fighter while attending Westfield State College. Brian came to writing by starting his own blog, Four Down Territory, which focuses on Boston based sports, life, and of course MMA.