New York: When it comes to blockbuster rivalries, few have shaped the UFC’s commercial success like the feud between Conor McGregor and Khabib Nurmagomedov. Their collision at UFC 229 in October 2018 didn’t just captivate the combat sports world—it set new financial records, turning the event into the highest-grossing fight in UFC history.

Despite the enormous commercial success, a rematch—one UFC executives believed would break every existing PPV record—never materialised. Here’s a full breakdown of how UFC 229 became a global phenomenon and why the sequel never happened.

UFC 229: The Biggest Cash Machine in UFC History

Held at T-Mobile Arena, Las Vegas, UFC 229 delivered an unprecedented financial explosion:

Record-Breaking Numbers

• Attendance: 20,034
• Gate Revenue: $17.18 million — second-highest ever at the time, No. 1 in Las Vegas
• PPV Buys: 2.4 million — the all-time UFC record
• Streaming PPV Buys: Nearly 500,000 via UFC’s digital platforms
• Estimated Economic Impact: $86.4 million

This extraordinary success was fueled by a rivalry so intense that even casual fans tuned in.

Betting Odds: Split Public Sentiment

When odds opened:

• Khabib Nurmagomedov: -155 to -180 (favourite)
• Conor McGregor: +125 to +145 (underdog)

Fans were split on where to place their money, turning to sportsbook comparison sites like WSN.com to find the best lines—especially during a time when online UFC betting was still developing.

The Fight: Khabib’s Dominance

Khabib overwhelmed McGregor with a mix of wrestling pressure and ground control.
On the feet, McGregor held his own but couldn’t stop the takedown chain.

At 3:03 of Round 4, Nurmagomedov secured a neck-crank submission, sealing the victory and igniting one of the most infamous scenes in UFC history.

UFC 229 Brawl: The Moment That Changed Everything

Immediately after submitting McGregor, Khabib jumped over the Octagon fence targeting Dillon Danis, triggering a multi-person melee.

NSAC Penalties

• Khabib: 9-month suspension + $500,000 fine
• McGregor: 6-month suspension + $50,000 fine
• Teammates faced additional sanctions and visa scrutiny.

Khabib’s $2 million purse was temporarily withheld before being released following review.

The brawl created global headlines—but it also complicated plans for a rematch.

The Rematch: A Mega-Fight That Never Happened

Dana White openly said a second fight could surpass 3 million PPV buys, becoming the biggest MMA event ever.

But the rematch stalled due to:

Khabib’s Reluctance

• He repeatedly dismissed the rematch as “drama and money”, insisting McGregor must earn his way back with big wins.
• His 2020 retirement at 29-0 made the rematch virtually impossible.

McGregor’s Push

• McGregor campaigned relentlessly for a second fight.
• Insiders say public disputes with UFC executives weakened his case.

Industry Experts

Many analysts estimate the UFC lost hundreds of millions—possibly over a billion dollars in potential revenue without the sequel.

Why the UFC Business Model Needed a Rematch

The UFC thrives on stars and rivalries.
McGregor and Ronda Rousey proved that performance isn’t the only factor—charisma, polarisation, and storyline drive sales.

A second Khabib–McGregor fight would have:

• Exceeded UFC 229’s $17M gate, likely surpassing $20M
• Possibly broken 3 million PPV buys
• Created unmatched global buzz on social media and streaming platforms

Instead, the UFC was left with a monumental first fight and a gigantic “what if.”

Bottom Line: The Greatest Rivalry That Could Have Been Even Bigger

UFC 229 set every financial benchmark in MMA history, fuelled by the tension between McGregor and Nurmagomedov.
But despite the extraordinary success, personal differences, competitive standards, and eventual retirement prevented the rematch.

The result?
A historic rivalry that reshaped UFC economics—but left an even bigger fortune untouched.