The moment everything clicked for Lerone Murphy was when he was not given a title shot by the UFC.
On a nine-fight win streak in the promotion, the Briton’s stunning spinning elbow knockout of Aaron Pico in August put him in pole position to be the next challenger for Alexander Volkanovski’s featherweight title.
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Murphy called for his shot, while Volkanovski agreed the 34-year-old deserved it.
Instead, the UFC went in a different direction, with Volkanovski having to defend his belt in a rematch against Diego Lopes in February, who he had beaten 10 months prior.
The decision was an eye-opener for UFC London headliner Murphy. Despite an unbeaten start to his 18-fight career and going viral with the knockout of Pico, he had been overlooked.
Murphy chuckles wryly before adopting a more serious tone as he explains why he missed out.
“It kind of woke me up to a lot of things, but I understand it,” Murphy tells BBC Sport.
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“You have to understand it’s an entertainment business. It shouldn’t be that way but it is that way. “
Instead Murphy has been pitted against Russian Movsar Evloev at UFC London on Saturday, in what on paper looks like a number-one contender fight.
Even before a punch is thrown, Murphy’s title credentials are being questioned by rival fighter Jean Silva, who claims he will be given the next shot at Volkanovski because he is more exciting.
As Murphy’s battle to secure his title shot goes on, BBC Sport spoke to fighters on the card about the UFC’s potentially evolving matchmaking policy and why top contenders sometime get overlooked.
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The UFC favour you if you market yourself – Page
The UFC is a rankings-based organisation where the higher-ranked fighters are seen as the more deserving of title shots.
Murphy is ranked third at featherweight, with Evloev first, so why did second-ranked Lopes get chosen to fight Volkanovski again after previously suffering defeat?
The answer may lie in MMA existing as a sport, but the UFC being a multi-billion pound business that has grown rapidly in the past 10 years.
Businesses make money and the UFC does that by getting fans to pay to watch the fights it stages, and more importantly, its fighters. It recently signed a £5.7bn broadcast deal with Paramount.
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The more attention a fighter can generate, the more people watch.
This is where Murphy may have suffered. Despite his work in the octagon, Murphy’s reserved personality doesn’t create viral soundbites like some of his peers, while the Mancunian does not have a vibrant social media presence.
Michael ‘Venom’ Page, who faces fellow Briton Sam Patterson, says a fighter’s ability to market themselves is vital in the UFC.
“It’s always to do with financial benefit,” Page tells BBC Sport.
“If [the UFC] realise this person is going to bring more eyes, more bums to seats, more money to the company, they’re going to favour you so it’s important to be able to market yourself.
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“It’s always been important but more now. If we go back many years, it was slightly easier because your success would speak for itself.
“Social media wasn’t here to distract everyone, we were all watching the same guys on the same TV, so it was easier to be well known.”
As the UFC’s profile has grown, the brand has become larger than most of their top fighters – making it more difficult for individuals to stand out.
Wales’ Mason Jones, who takes on Axel Sola, says sport “isn’t fair”, but athletes must take the initiative.
“In the modern era of the UFC you have to do more yourself to get yourself noticed,” says Jones.
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“They are a wheel that turns every day and if it’s not you, it’ll be someone else.
“You have to do what you can to get noticed and generate your own wealth and legacy.”
Fans will get behind an exciting style – Riley
One of the UFC’s biggest stars Paddy Pimblett – a team-mate of Luke Riley – was given an interim title shot against Justin Gaethje in January over better-ranked opponents [Getty Images]
Another factor which can affect a fighter’s star power is how exciting their fighting style is.
Fans love finishes, especially knockouts, and Murphy’s win over Pico was his first win by stoppage in six fights.
Luke Riley points to the opportunity he has been given by the UFC. He faces Michael Aswell Jr in the co-headline bout in only his second fight in the organisation.
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Riley heads into the bout having knocked out four of his past five opponents.
“If you’ve got an exciting fighting style for the fans the commercial side, the social media, doesn’t matter as much,” says Riley.
“My advice is don’t get caught up too much into social media. I feel I’m an example of that.”
Page points to former middleweight and light-heavyweight champion Alex Pereira, who he regards as the biggest active star in the UFC, as an example of this.
Of Pereira’s 10 wins in the UFC, eight have come via knockout.
“He’s one of the few where it’s from his success in the cage, Alex Pereira. He’s got such star quality without being too over the the top,” said Page.
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“He’s someone who is active, wins consistently, so you see him a lot from the promotion of the UFC – not necessarily his own promotion.”
If Murphy beats Evloev it will be his 10th straight win, extending the current longest win streak at featherweight.
Should he secure a title shot afterwards, he would have done it the hard way.
Murphy has been made to wait, and is prideful in how he has earned his opportunities in the UFC, but advises youngsters there are easier routes to boost your standing in the promotion.
“You have to have some sort of niche,” says Murphy.
“For me, I am already there. There is not much I can change at this point.”
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