Conor McGregor’s return to the spotlight is being touted as a major comeback, but let’s not kid ourselves: the UFC circus relies heavily on his brand to prop up its image amidst stagnation. The mainstream media—like ESPN and CNN—are lapping it up, framing McGregor’s press conference with Max Holloway as nothing short of a blockbuster event. They want you to believe that the fighter’s charm and charisma can substitute for actual sport. But here’s the truth: it’s all a show to distract from the fact that real fighters require match-ups, not theatrics.

ESPN, in particular, can’t stop drooling over McGregor, portraying him as a hero of the octagon. Meanwhile, they ignore the years spent in inactivity and questionable personal choices. Why? Because sensationalism sells, and the narrative of a “returning king” brings in eyeballs. McGregor may be rust-free on the mic, but that doesn’t negate the rust in his fighting skills, which clearly needs work. The critical outlets are too caught up in the spectacle to recognize how fabricated this excitement really is.

Flip the channel to Fox Sports, and you’ll see the same tired refrain. They’ll praise McGregor’s bravado and dismiss any concerns about what it means for the sport itself. It’s corporate media pandering at its finest—glorifying entertainment over the integrity of combat sports, while fans are left questioning whether actual competition is even on the horizon.

In the end, the UFC is banking on nostalgia, and the mainstream media is all too eager to sell it. It’s time to stop believing the hype and demand real, substantive fights instead of manufactured drama.