To say that the UFC business and revenue model thrives on rivalries is obvious. The rivalry between Conor McGregor and Khabib Nurmagomedov produced one of the most hyped UFC fights in history. UFC 229 in 2018 stands as MMA’s highest-grossing event ever due to massive pay-per-view sales and gate revenue. No second fight occurred, as McGregor never secured a rematch amid ongoing tension and Khabib’s retirement, but the first clash generated unprecedented financial benchmarks for the promotion.
UFC 229: The Record-Breaking Cash Cow
UFC 229 took place on October 6, 2018, at T-Mobile Arena in Las Vegas, where Khabib Nurmagomedov dominated McGregor with takedowns and ground control before securing a fourth-round submission via neck crank at 3:03.
The Betting Numbers
Betting odds opened with Nurmagomedov as a moderate favorite around -155 to -180, while McGregor entered as the +125 to +145 underdog after a long layoff.
Fans looking to enhance their viewing for UFC 229 were pretty split when placing bets. In order to make sure they get the very best odds, players turn to one of the most trusted comparison sites, WSN.com.
At a time when online betting was on the rise, well before the insane money started coming in such as at UFC 300, comparing sportsbooks across all of the important factors like customer service, odds, payment methods and bonuses, to find the very best on the market was just in its infancy.
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The Gate, PPV and Streaming Numbers
The event shattered records, drawing 20,034 attendees for a gate of $17.18 million—the second-highest in UFC history and the largest ever in Las Vegas at the time. PPV buys hit an estimated 2.4 million, including nearly 500,000 via UFC’s streaming service, far surpassing prior MMA highs like UFC 202’s 1.65 million. This success stemmed from the fighters’ polarizing trash-talk feud, boosting casual viewership and economic impact totaling $86.4 million for the area.
Mega stars at the time like McGregor and Ronda Rousey on the women’s side — voted top female athlete in an ESPN fan poll — build the hype train. Some fighters just draw well despite their performances.
The Imagined Rematch: Untapped UFC Revenue
No official second fight materialized, with discussions fizzling after UFC 229’s post-fight brawl and Khabib’s 2020 retirement at 29-0. Pre-UFC 229 hype from Dana White and McGregor projected even bigger numbers for a sequel—potentially 3 million PPV buys—capitalizing on unresolved animosity and McGregor’s star power.
Odds would likely mirror the first bout with an uptick in Khabib’s favor given his unbeaten streak including the UFC 229 performance. Though McGregor’s mass market appeal would keep lines competitive.
A rematch could have topped UFC 229’s benchmarks, given McGregor’s history of drawing 1-2 million buys solo and the rivalry’s global buzz on social media and betting platforms, not to mention wildly successful Fight Pass. Instead, it left billions in potential UFC revenue on the table, underscoring how personal beefs drive the sport’s business model. Live gates at T-Mobile Arena might have exceeded $20 million with heightened demand.
UFC 229 Post Fight Brawl: The Catalyst That Almost Led to the Re-Match
The UFC 229 post-fight brawl led to athletic commission penalties, fines, and suspensions for the principals and several team members, plus short-term purse withholding and heightened regulatory scrutiny at future events in Nevada. Law enforcement made no arrests after Conor McGregor declined to press charges, and the melee did not result in criminal cases, but it triggered formal discipline from the Nevada State Athletic Commission.
Immediate actions
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The NSAC initially withheld Khabib Nurmagomedov’s $2 million fight purse while it reviewed video and prepared complaints stemming from him leaping out of the cage toward Dillon Danis and the ensuing melee; McGregor’s purse was released the same night but he remained under review.
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Las Vegas police stated no one involved wished to press charges, and three men associated with Nurmagomedov who were briefly detained were not charged after McGregor declined to pursue the matter.
NSAC penalties
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Khabib’s punishment: The NSAC suspended Nurmagomedov for nine months and fined him $500,000 for his role in the brawl, with additional conditions tied to resolution and potential public-service messaging.
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McGregor’s punishment: The NSAC suspended McGregor for six months and fined him $50,000 for his part in the altercation inside the cage during the post-fight chaos.
Team sanctions
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Associates investigated: The commission signaled it would pursue complaints against other individuals involved beyond the two fighters, reflecting a broader disciplinary scope for cornermen and team members who entered the fray.
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Immigration/visa cautions: Legal analysts noted that non-U.S. fighters risk immigration consequences for criminal findings; while none materialized here, it remained a consideration flagged in the aftermath.
UFC Business and promotional impact
The UFC kept Nurmagomedov as lightweight champion but acknowledged that a lengthy suspension could have forced contingency plans, including potential stripping if timelines dragged.
The incident prompted debate over UFC conduct policies and how prior leniency toward out-of-cage incidents may have fueled the escalation, pressuring leadership to reinforce boundaries at future events.
Was a McGregor-Khabib Rematch Considered?
Both sides addressed a potential rematch publicly, but it never progressed to a signed bout. Khabib consistently downplayed or rejected the idea unless McGregor achieved something “spectacular” in the cage, framing rematch talk as mostly about drama and money, while McGregor repeatedly campaigned for it in interviews.
Khabib’s stance
In early 2020, Khabib said a rematch was just “drama and money,” signaling little sporting interest in running it back. Thus, the rematch didn’t happen. In 2019–2020, he and his camp suggested McGregor would need to notch notable wins first, indicating “not now” rather than outright never during his active title reign.
Ali Abdelaziz stated the bout wasn’t expected to happen in the Octagon, emphasizing that only something extraordinary from McGregor would change Khabib’s view.
McGregor’s position
McGregor repeatedly called for a second fight and claimed it would go differently, including during the UFC 257 media cycle in January 2021. Reports and chatter in subsequent years suggested McGregor’s chances weren’t helped by public spats with UFC leadership, which insiders claimed damaged momentum for a rematch.
Bottom line
It was considered, but was never really close. The rematch was discussed in media and by stakeholders, but Khabib’s lack of interest, followed by his retirement, meant no concrete negotiations led to a deal.
McGregor’s push and star power weren’t enough to meet the performance-based conditions Khabib’s side floated before Khabib exited competition.
Main image credit: IMAGO / Depositphotos
