Apr 13, 2024; Las Vegas, Nevada, USA; Aljamain Sterling during UFC 300 at T-Mobile Arena. Mandatory Credit: Mark J. Rebilas-USA TODAY Sports

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“Business Over Merit” – Aljamain Sterling Speaks Out On Movsar Evloev’s Title Shot Snub

Aljamain Sterling breaks down the reason Movsar Evloev’s perfect record hasn’t earned him a title shot

Apr 13, 2024; Las Vegas, Nevada, USA; Aljamain Sterling during UFC 300 at T-Mobile Arena. Mandatory Credit: Mark J. Rebilas-USA TODAY Sports

UFC fighters claw their way up rankings while hoping their win streaks catch Dana White’s attention. But sometimes, even perfect records don’t guarantee the golden ticket. Former bantamweight champion Aljamain Sterling recently weighed in on one of the sport’s most puzzling situations. He’s talking about Movsar Evloev, the undefeated Russian who sits at 18-0 but still can’t get his hands on a title shot.

Sterling knows the frustration firsthand. The ‘Funk Master’ spent years building his resume before finally getting his shot at gold. He understands how the UFC‘s matchmaking machine works, and it’s not always about who deserves what on paper. The promotion loves storylines, drama, and fighters who can sell pay-per-views.

Also Read: Who Can Face Tom Aspinall If Jon Jones Is Stripped Of The Title?

Aljamain Sterling’s Take On Movsar Evloev Not Getting Title Shot

Technical excellence doesn’t always translate to box office magic, and that’s where Evloev finds himself stuck. Sterling’s perspective carries weight because he has been through the grind. He has seen how politics and popularity often trump pure performance in the UFC’s decision-making process. This is what he said recently

“Business/marketing over merit. All of us fighters know how the new age of MMA in the UFC is played. So we have to consciously make a decision on the way that we fight, and the way we market ourselves. Movsar should’ve been next 1-2 title fights ago IMHO”

Business/marketing over merit. All of us fighters know how the new age of MMA in the UFC is played. So we have to consciously make a decision on the way that we fight, and the way we market ourselves. Movsar should’ve been next 1-2 title fights ago IMHO. https://t.co/rJdr9XBaoD
— Aljamain Sterling (@funkmasterMMA) May 23, 2025

Evloev’s situation highlights a weird truth. Being undefeated should be the ultimate credential, but the UFC operates differently. The promotion values entertainment as much as athletic achievement. Sterling pointed out that Evloev’s fighting style, while effective, doesn’t create the fireworks that casual fans crave. The Russian relies on superior grappling and tactical striking rather than highlight-reel knockouts.

Sterling emphasized that this isn’t Evloev’s fault. The fighter is doing exactly what he should do: winning fights consistently. But the UFC’s business model demands more than just victories. They need fighters who can generate buzz on social media, sell tickets in different markets, and create compelling narratives for their promotional machine.

Aljamain Sterling knows this game well. He had to navigate similar waters during his climb to the bantamweight title. The sport has evolved beyond just showing up and winning fights. Modern UFC contenders need to be part athlete, part entertainer, and part social media influencer.Evloev needs to find ways to make himself undeniable, whether through spectacular finishes, memorable callouts, or simply being more vocal about his accomplishments. The undefeated record speaks for itself, but in today’s UFC, sometimes the fighters need to speak for themselves too.

(Image Credit: Mark J. Rebilas – Imagn Images)

Aljamain Sterling

Movsar Evloev

Zaid Quraishi

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I am a dedicated MMA and Boxing content writer at The Playoffs. I was instantly hooked on MMA after watching the fight between Lyoto Machida vs. Gegard Mousasi back in 2014, and since then, i have been an avid writer with a deep love for the sport and its techniques, providing readers with a thorough understanding of the sport. My favorite aspect of working at The Playoffs is the creative freedom it provides. The diverse range of topics, from listicles and SEO to news articles, keeps me engaged and motivates me to continuously improve my skills! I aim to capture the excitement of the combat sports world in my writing, acting as the middleman between fighters and their die-hard fans. It is kind of like a referee, but with words!