3 times developing a heel persona worked for UFC fighters and 2 times it didn't
In modern-day MMA, UFC fighters have adopted pro-wrestling terms like heel. Once upon a time, the UFC was eager to make a distinction between not just itself and WWE, but MMA and professional wrestling in general. Both occupy different spaces.
MMA revolves around legitimate competition between two unarmed combatants. Professional wrestling is focused on showmanship, storytelling, and predetermined outcomes. Yet no one can deny the influence of professional wrestling in the world of MMA.
Today, fighters cut promos to garner attention or drum up interest in upcoming bouts. Professional wrestling terms like heel and face have also become commonplace in MMA. Certain fighters have adopted heel (villainous) personas to draw as much attention to themselves as they can.
Such fighters believe that if enough people hate them, those people will buy tickets for their fights with the hope of seeing them lose. They will thereby earn more money due to the increased viewership. While adopting a heel persona often works, sometimes it falls flat. This list goes over the three times that a heel persona worked for UFC fighters and the two times it didn't.
#5. Worked: Henry Cejudo's heel turn
When Henry Cejudo signed with the UFC roster, his identity was merely that of a prospect with an exceptional freestyle wrestling background. He wasn't nearly as outspoken as he became, and only carried a quiet confidence in his skills as a fighter.
However, after capturing the UFC flyweight title from Demetrious 'Mighty Mouse' Johnson, Cejudo underwent a change. He became more outspoken after crossing paths with Chael Sonnen, crediting the latter with convincing him to adopt a gimmick.
Henry Cejudo really brought out a stuffed snake for his staredown with TJ... 👀
#UFCBrooklyn
https://t.co/8X425JonAl
Thus, the Olympic gold medalist became what the internet eventually crowned 'The King of Cringe.' He introduced his new heel persona when he was scheduled to face T.J. Dillashaw. It was during the latter's failed attempt to become a two-divisional champion by claiming Cejudo's flyweight championship.
The Olympic gold medalist engaged in countless heel antics, like bringing a stuffed snake to his media face-off with Dillashaw. He also poked fun at the negative reputation his foe garnered for how he left Team Alpha Male. Many called him a snake for the supposedly treacherous behavior.
Cejudo defeated Dillashaw and captured the vacant bantamweight title against Marlon Moraes due to Dillashaw's drug test failure. He then paired his 'King of Cringe' persona with his 'Triple C' persona. He described himself as the UFC's only three-division champion for being a flyweight, bantamweight, and Olympic champion.
Cejudo began to discredit the skills of every other fighter in either division he ruled. When he faced Dominick Cruz, he brought two pillows for their staredown. One pillow had T.J. Dillashaw's face, while the other had Cruz's. Cejudo kicked both pillows and went on to defeat Cruz before retiring from the sport.
The gimmick never made him a major star. However, it did draw more fan interest. Cejudo continued to use the gimmick to stay relevant in the UFC and was even invited to Mike Tyson's podcast at one point.