Jay-Z has a song entitled “What More Can I Say” in which he puts forth the argument that he’s already done enough to prove he’s the best rapper in the game. Demetrious “Mighty Mouse” Johnson hasn’t solidified his case in such fashion, but he strengthened the argument that he is the sport’s pound-for-pound best fighter in the UFC 191 main event. Dominating John Dodson en route to his seventh-straight title defense, Johnson may be part of the conversation about who the best in the game is, but the question remains as to what he has to do in order to get that level of respect from fans.
Anderson Silva holds the all-time UFC record of 10 title defenses over the course of his reign in the middleweight division. Among current UFC champions, Johnson’s seven defenses are tied with those of UFC Featherweight Champion Jose Aldo. Yet this has not been enough to earn Johnson the praise of one important group when it comes to his legacy — the paying fans. During the UFC 191 main event, fans started leaving before the decision was officially announced. UFC social media outlets are littered with comments about how Johnson is a “boring” fighter. But why is that so?
In Johnson’s seven title defenses, he’s finished four of those challengers. Against two of those opponents, he stayed aggressive and finished fights that he was handily winning. Comparing that numbers to other champions, Aldo’s seven defenses have only yielded two finishes finished two opponents. UFC Women’s Bantamweight Champion Ronda Rousey has six title defenses and six finishes — impressive for sure — but few would say that her opposition is of a comparable quality to that of Johnson or Aldo.
Some suggest that Johnson’s personality is a contributing factor to him being considered a boring fighter. Johnson may not have the brashness of a Chael Sonnen or a Conor McGregor, but he does speak his mind when questioned by the media. Heading into UFC 191, he was very open about his frustration with fans and their perception of him as a fighter. And in the aftermath of the fight, he directed some choice words to his outspoken challenger:
“John Dodson said I was garbage and that I’m boring and bad for the division,” Johnson said to the UFC’s Megan Olivi. “But look at my face, I’m still pretty and that’s what technique will get you. I can go home and my kids will see me, and they’ll say, ‘Daddy, what happened?’ And I’ll say, ‘Nothing, son. I got paid, and that’s it.’”
If Johnson is finishing fighters, dominating his division, and talking himself up adequately, what else can be done to help build up in the eyes of fans? The answer to that question resides within the UFC. The organization itself needs to put Johnson in a better position to capitalize off of the brand as a whole.
The UFC faced similar problems when trying to market Frankie Edgar while he was the lightweight champion. While he never became the PPV powerhouse that fighters such as Jon Jones and Rousey have become, he has clearly become a fan favorite that attracts attention each time he steps into the cage. The UFC told Edgar’s story of determination and grit in the face of fighting some of the best opposition in the sport, and that helped fans gain respect for him as a competitor. Johnson would benefit from similar treatment.
At this point in time, the next contender seems to be Henry Cejudo. Many experts consider the Olympic Gold Medalist far from ready to face the champion, but the winner of the matchup between Cejudo and Jussier Formiga at UFC Fight Night 78 in November may be all that is left for Johnson to face at flyweight. Building interest in Cejudo will help build interest in Johnson as the champion. This is a long process, but it is started well before the championship fight is signed.
Another potential solution is the altering the card placement of Johnson’s fights. The UFC drew strong ratings when Johnson headlined events on Fox, but his contract limits the organization’s ability to put him back on free TV. He has headlined four pay-per-view events in a row, and other than UFC 191, these cards were marred by injuries that forced the UFC to change many of the fights. So as they attempted to do with UFC 178, UFC matchmakers should pair Johnson’s next defense with that of one of the more popular champions, and slot that bout into a co-main event spot. UFC 194 is expected to be a major success, in part due to the pairing of major title fights. Including Johnson on a card that features the likes of Rousey, Aldo, or Chris Weidman will immediately boost his visibility with fans that would otherwise ignore PPV events that feature him in the main event slot.
Demetrious Johnson deserves to be recognized as one of the greatest fighters in the sport today. He doesn’t deserve to hear the raucous boos that seem to accompany his bouts as he dominates opponent after opponent. He’s doing his part every time he steps into the cage and every time he speaks to the media. What more can he say or do? Now it’s up to the UFC to create an effective strategy to make him relevant to fans as his current streak of success continues.
