Conor McGregor's latest UFC return ended almost as quickly as it began, but Ben Maller believes reports of the former champion's demise have been greatly exaggerated. Reacting to the fallout from UFC 329, Maller argued that both McGregor and UFC President Dana White have every reason to downplay concerns surrounding McGregor's health and readiness.
According to Maller, the UFC operates in the hype business, and acknowledging that McGregor entered a fight compromised would create uncomfortable questions about the promotion, betting activity and the overall integrity of the product. He suggested the synchronized messaging from UFC officials and McGregor was less about revealing facts and more about containing damage following a highly anticipated comeback that ended in disappointing fashion.
Maller also pointed to the massive amount of fan and betting interest surrounding McGregor. Even after years away from the top of the sport and multiple injury setbacks, he remains the biggest name in mixed martial arts. That star power, Maller argued, is why declarations that McGregor is finished continue to miss the mark. In his view, the real measure of McGregor's value isn't wins and losses inside the Octagon — it's his ability to generate attention, sell tickets and move money.
Watch the full reaction from Ben Maller on YouTube below.
Maller compared McGregor's staying power to a major sports brand, arguing that fans continue to buy into every comeback attempt because they are chasing the possibility of seeing the old McGregor magic again. Whether the comeback succeeds is almost secondary to the anticipation leading up to it.
While acknowledging that another injury and another lengthy recovery are frustrating developments, Maller predicted McGregor will remain a central figure in the UFC conversation. He even suggested the Irish superstar could eventually return for additional fights once his recovery process is complete.
The bottom line from Maller: UFC 329 may have been a setback, but it wasn't a farewell. As long as McGregor continues to command attention and generate revenue, the UFC will keep bringing him back into the spotlight. For those ready to declare the McGregor era over, Maller's response was simple, "not so fast."