Beyond the Fight: How Fighters Are Building Their Brands Outside the Octagon

As MMA rises in mainstream popularity, fighters are transforming themselves into brands using social media to grow businesses, launch careers, and engage with fans far beyond the cage. This trend is reshaping MMA as athletes shift from traditional roles to influential figures with loyal fanbases, and it's particularly evident among superstars like Conor McGregor and Israel Adesanya.

Social Media: The Branding Platform for Fighters

Social media has been a game-changer in building fighters’ personal brands, helping them engage directly with millions of fans. Platforms like Instagram and YouTube allow fighters to share insights into their training, personal interests, and lifestyles.

For example, a self-proclaimed anime fan, Adesanya, uses his Instagram to showcase his interests and connect with diverse fan groups, blending his personality with his prowess in the octagon. Similarly, fighters like Sean O'Malley use social media to cultivate a following with their unique styles and vibrant personalities, making them relatable and memorable to audiences.

Building Businesses from the Octagon to the Boardroom

The power of personal branding has led fighters to launch profitable businesses, many of which cater to their unique fan bases. Conor McGregor famously transitioned his MMA stardom into his own whiskey brand, Proper No. Twelve, which generated massive sales in part due to his charismatic promotion and massive social media following. Jorge Masvidal followed suit, launching a mezcal line and founding Gamebred Fighting Championship, a bare-knuckle fighting promotion that further extends his presence in combat sports and business.

These ventures are especially valuable as MMA fighters often face career-ending injuries or early retirements, and establishing alternate revenue streams provides both security and longevity.

Supporting Causes and Charities: Giving Back Through Fame

Many MMA fighters also leverage their platforms for philanthropy, demonstrating a commitment to social causes that resonate with fans. Dustin Poirier, for instance, founded The Good Fight Foundation, a charity focused on supporting underprivileged communities, which he promotes through social media to reach a wider audience. Amanda Nunes has also become a vocal advocate for LGBTQ+ rights, using her visibility as a fighter to challenge stereotypes and promote inclusivity in sports​.

These initiatives show how fighters are redefining their roles, positioning themselves as social influencers who care about broader issues.

Shaping MMA’s Future Through Branding

This movement toward brand-building is setting a new standard in MMA, broadening the sport’s appeal and influence. Fighters who successfully transition to business or activism roles attract new fans and reshape MMA’s public image, creating a more diverse and sustainable model for future athletes. With fighters increasingly turning to media and entertainment, and even motivational speaking roles, they not only secure their futures but also bring positive attention to MMA as a whole.

As the sport evolves, these branding ventures—anchored in social media and business savvy—are creating a richer experience for fans, who now follow fighters both in and outside the octagon. For a deeper dive into fighters’ branding strategies, check out resources like Evolve MMA’s exploration of social media’s impact or Fightful News' analysis on how fighters are building their brands through storytelling.