Will the UFC Consider Commercials for the Ilia Topuria Fight? And What Happens Next?

The world of mixed martial arts is no stranger to controversies, leaked information, and strategic matchmaking that often sparks heated debates among fans, fighters, and analysts. The latest storm centers around Ilia Topuria, the newly crowned UFC Lightweight Champion, whose first title defense has become the subject of speculation after a revealing but quickly deleted social media post by his manager Lukasz Orzel. The post hinted at a clash with Justin Gaethje at UFC 322, igniting questions about whether the UFC is prioritizing commercial appeal over competitive merit.

This article will dive deep into the layers of this situation—exploring what the leak means, the dynamics of fighter rankings versus entertainment value, the role of marketing in UFC matchmaking, and whether Topuria’s first title defense will symbolize the balance or imbalance between sport and spectacle.

The Spark: A Deleted Post That Set MMA on Fire

The drama began when Lukasz Orzel, manager of Ilia Topuria, posted a cryptic message on social media that read: “Dile buenas noches Gaethje… #AndStill #UFC322.” Translated, the phrase means: “Say good night, Gaethje… #StillChampion #UFC322.” Although the post was deleted shortly afterward, the damage was done. Screenshots spread across fan forums, MMA news outlets, and social media platforms within minutes.

In an era where digital traces never truly disappear, the temporary nature of the post only added to its impact. Fans immediately interpreted the message as a near-confirmation that Justin Gaethje would be the first challenger to face Topuria for the lightweight title at UFC 322.

The fact that this came from someone within Topuria’s camp, and not just an anonymous rumor, made the leak particularly explosive. It underscored how even small slips online by managers, coaches, or fighters themselves can ripple across the global MMA community, reshaping narratives and fueling speculation.

The Fighter Landscape: Why Gaethje?

From a purely ranking standpoint, Arman Tsarukyan seemed like the most logical choice for a title shot. Ranked higher than Gaethje and considered one of the division’s most promising talents, Tsarukyan was often mentioned as the next in line. However, Tsarukyan has been inactive since last year, and his momentum has significantly slowed. For the UFC, promoting a long-awaited title fight featuring an inactive fighter poses obvious risks.

Meanwhile, Max Holloway, though a massive star, had already been defeated by Ilia Topuria in a knockout that left little room for an immediate rematch narrative. The UFC, known for building compelling storylines, understood that a second fight so soon would lack intrigue and pay-per-view pull.

This left Justin Gaethje. Ranked in the top five, Gaethje brings something unique: a guaranteed action-packed fight. Nicknamed “The Highlight” for his striking-heavy style, Gaethje is revered by fans for his aggressive approach and willingness to put on a show. He has never fought Topuria, which adds freshness to the matchup.

From a commercial perspective, this is gold. A fight between Topuria and Gaethje promises fireworks, ticket sales, and headline-making highlights—elements that the UFC often values as highly as rankings.

The UFC’s Commercial Calculus

The UFC operates at the intersection of sport and entertainment. While it brands itself as the pinnacle of competitive mixed martial arts, the promotion is also a business empire that thrives on pay-per-view sales, sponsorships, and global audience engagement.

In this light, the choice of Justin Gaethje as Topuria’s first challenger makes sense. Gaethje’s fan-friendly style ensures an entertaining spectacle, even if he may not be the highest-ranked contender. For casual viewers, his name recognition and history of delivering exciting fights are enough to justify a main-event slot.

The UFC has a long history of matchmaking based on commercial value. From Conor McGregor receiving title shots despite layoffs to Brock Lesnar’s return bouts designed purely to boost PPV numbers, the promotion often blends sporting legitimacy with business strategy. In the case of Ilia Topuria, pairing him with Gaethje may not align perfectly with divisional rankings, but it aligns perfectly with UFC’s marketing blueprint.

UFC 322: The Timing and the Venue

Another factor fueling the intrigue is the potential stage: UFC 322 at Madison Square Garden, New York City. The Garden has long been one of the UFC’s most iconic venues, hosting historic events and title fights. Scheduling Topuria’s first title defense at such a landmark location elevates both the fighter and the card.

However, timing may pose challenges. Ilia Topuria had previously suggested he would return in early 2026, raising questions about whether a November 2025 defense fits into his personal and professional calendar. If UFC indeed pushes for UFC 322, it would indicate the promotion is prioritizing the event’s blockbuster potential over the champion’s original timeline.

The MSG spotlight is irresistible for both the UFC and its fighters, often turning champions into global stars. For Topuria, a successful title defense there could catapult him into mainstream recognition, especially if paired against a fighter as popular as Justin Gaethje.

Sport vs. Spectacle: The Tsarukyan Dilemma

The situation also highlights a recurring tension in MMA: the balance between sport and spectacle. Fighters like Arman Tsarukyan, who rise through rankings and appear deserving on merit, sometimes get sidelined in favor of more marketable names.

This can lead to frustration among purists who believe titles should be defended against the most deserving challenger, not necessarily the most entertaining one. Yet, the UFC has consistently shown that it values what sells. In this case, Tsarukyan’s inactivity provides a convenient justification, but the deeper truth lies in Gaethje’s commercial magnetism.

The dilemma underscores how the UFC’s matchmaking often serves two masters: competitive integrity and business imperatives. For Ilia Topuria, his legacy will partly depend on how fans perceive these choices. If his reign is built on fights that fans view as “money matches” rather than “merit matches,” it could shape his reputation in complex ways.

The Impact of the Leak

Beyond the matchmaking debate, the leak itself is a story. Lukasz Orzel’s post, though quickly deleted, demonstrates the precarious nature of online communication in the MMA world. In an industry where secrecy is paramount—contracts are carefully timed, announcements meticulously planned—a single misstep can unravel months of preparation.

The UFC thrives on controlling narratives. A sudden leak disrupts that control, forcing the promotion to either confirm, deny, or stay silent, all of which carry implications. In this case, the silence following the deleted post has only intensified speculation, leaving fans to connect the dots.

The buzz generated by the leak may even benefit UFC 322, as anticipation builds months before an official announcement. Whether intentional or accidental, it has already succeeded in capturing global attention.

Looking Ahead: What This Means for Topuria’s Legacy

For Ilia Topuria, his first title defense is not just another fight—it is a statement about who he is as a champion. Facing Justin Gaethje offers him the chance to silence critics who argue that the UFC prioritizes entertainment over rankings. If Topuria defeats Gaethje convincingly, it could cement his status as both a legitimate and exciting champion.

On the other hand, if the fight is seen as a manufactured spectacle, and if Topuria struggles or even loses, the narrative could shift dramatically. Instead of being remembered as the next dominant lightweight king, he could become the symbol of UFC’s over-commercialization.

His manager’s slip only adds pressure. Fans now expect UFC 322 to deliver a major showdown. Anything less could be seen as a disappointment.

Conclusion: A Fight Between Business and Competition

The unfolding story of Ilia Topuria’s first title defense encapsulates everything that makes the UFC both exhilarating and controversial. A single deleted post has opened a window into the promotion’s balancing act between sport and spectacle. By potentially matching Topuria against Justin Gaethje at UFC 322, the UFC appears to be choosing commercial appeal over strict rankings, a decision that reflects its dual identity as both a sports league and an entertainment powerhouse.

Whether this choice pays off depends on how the fight unfolds. If Topuria dominates Gaethje in spectacular fashion, the UFC will be vindicated, having delivered both entertainment and legitimacy. If the outcome is underwhelming, critics will see it as another example of business overshadowing competition.

In the end, the leaked message may have done more than spoil a surprise. It has set the stage for one of the most anticipated title defenses in recent memory, a clash that will define not only Ilia Topuria’s reign but also the UFC’s ongoing struggle to reconcile the demands of sport with the imperatives of commerce.