No Promotional Push needed: Arman Tsarukyan Takes Credit for His Own Growing Fanbase
Arman Tsarukyan believes that the UFC has had no role to play in his rising popularity, calling it self-made, after not receiving any promotional push from the organization.
Arman Tsarukyan isnât waiting around for the UFC machine to turn him into a household name. Standing on the brink of lightweight championship contention, the Armenian standout believes his growing fanbase is entirely the result of his own hustle outside the cage rather than any promotional backing from Dana White and company.
Speaking in a recent interview with Russian YouTube channel Vpiska, Arman Tsarukyan addressed whether he sees himself as a true UFC star yet, offering a brutally candid assessment of his current status.
"No, because people know me not from the UFC pushing me," Tsarukyan said. "They know me because of myself. UFC hasn't really put in the work to make me a star yet. When they start working on me and start promoting me then I'll be a UFC star."
Self-Made Hype and the Importance of Controversy
Tsarukyanâs perspective holds plenty of truth. While his elite grappling, 23-3 professional record, and high-profile wins over top contenders established his athletic credentials, much of his mainstream recognition stems from his vibrant personal brand.
Fans frequently recognize him from viral Instagram reels alongside content creator Nina Marie Daniele, livestreams with Kick streamer N3on, Real American Freestyle wrestling appearances, and his well-documented wealth, including driving a luxury Rolls-Royce that famously caught the eye of Dana White.
Coming from a wealthy family background, Tsarukyan has used his financial independence to market himself on his own terms. However, he also recognizes that not every fighter has the natural tools to go viral, giving some controversial advice to competitors who rely solely on control-heavy fighting styles.
"If you're a boring fighter inside the cage, controversies are important for you," Tsarukyan explained. "Because if you're not here, you're not there; you get cut from the game fast. But if you're a great fighter and you knock people out and show that, you don't even need to talk English."
Tsarukyan believes the ultimate shortcut to forced promotional backing is capturing lightweight gold. With a high-stakes co-main event matchup against Mauricio Ruffy scheduled for UFC 331, Tsarukyan maintains that taking the belt is the only sure way to force the machine's hand. Once the championship strap is around his waist, he expects the full weight of the UFC's marketing power to finally fall into place. Until then, he'll keep relying on himself.
%20Eddie%20Hearn%20(right).webp&w=3840&q=75)
