Ariel Helwani Blasts UFC and PFL for Stripping Fighters of Individuality with Uniform Policies
One of MMA’s most prominent voices Ariel Helwani has openly criticized the UFC and PFL for enforcing uniform policies that restrict fighters from showcasing their individuality and personal sponsors. Helwani described the practice as “blasphemous.”
Ariel Helwani Slams UFC over Uniforms
Ariel Helwani, speaking on his show, argued that forced uniforms strips away a key element of what makes combat sports special: the fighters’ unique identities.“The beauty of the fight game is individuality,” Helwani said. “It’s what helps us fall in love with these guys.” He lamented the days when fighters like Jon Jones could walk out with Nike and Gatorade endorsements or Anderson Silva with Burger King logos.
Such moments, Ariel Helwani argued, elevated fighters beyond their performances in the cage, turning them into larger-than-life personalities.
Helwani’s critique extended to both the UFC and PFL. The UFC has long mandated uniforms, first through its partnership with Reebok in 2015 and now with Venum, limiting fighters to a standardized look. This policy prevents athletes from wearing their own sponsors or custom gear during events.
Similarly, the PFL has adopted a similar approach, which Helwani finds especially troubling given its position as a competitor to the UFC. “If I were in charge of the PFL, I would say we’re the fun league,” he said. “We’re the place where you can be yourself, not the place trying to copy someone else.”
He also dismissed arguments that allowing fighters to wear their own sponsors would make events look unprofessional or chaotic. “Don’t tell me it looks like NASCAR when your freaking mat already looks like NASCAR! What’s the difference between a canvas and an actual car covered in logos?” Helwani exclaimed.
For Helwani, fighters are not part of a team or league that necessitates uniformity. “Fighters are lone wolves,” he said. “Would you ever see boxers dress the same? No! We love their unique trunks, and it’s part of what makes combat sports so special.” He pointed to iconic moments in boxing history where fighters’ gear became part of their legend.
For now, however, organizations like the UFC and PFL show no signs of reversing their uniform policies.
