Has The Khamzat Hype Fizzled Out?

It doesn’t feel that long ago that Khamzat Chimaev was being discussed in the same ilk as some of the other Chechnyan fighters who have dominated UFC over the last decade. Multiple sources were discussing Chimaev's rise, whether the hysteria stemmed from ex-sparring partners or fans discussing his incredible potential; around 2021, it looked as though the crown would be his for the taking. The rhetoric around him was terrifying and was picking up increasing momentum.

Khamzat has amassed 8 million followers on Instagram, which places him 10th among the most followed UFC stars. The top four are all retired, and yes, we’re including McGregor in that. The other 2 are heavyweights, and while we know you don’t win championships based on how many followers you have on social media, in a world that is so fixated on Instagram and social media channels, the number of followers a fighter has can be one of the best indicators about their potential and their marketability.

Examining The Substance Behind Chimaev’s Appeal

Khamzat’s main two selling points are his mean demeanor and icy gold glaze, which help sell him as a ferocious and fearless name in combat sports. The second and more important factor is that he knows how to fight. UFC fighters have become big names since McGregor pioneered the sport and brought it into a new dimension of popularity. Khamzat was part of a cluster of Chechynan fighters - the most notable of which was McGregor’s most formidable foe.

After appearing in UFC 4, which was the first video game he appeared in, it became clear that Khamzat didn’t just have appeal to MMA ultras but to the broader, casual fans. EA Sports UFC game is one of many pioneering sports games that has helped sell the sport to a broader audience yet again, whether through the growing number of people playing the game or those looking to bet on professional video gaming eSports tournaments.

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What Drew People To Him?

Fans were intrigued by his personality, mean look, and frightening grappling ability, which had seen him face very capable opposition. His inclusion in UFC 4 meant that casual gamers could become familiar with him and the attributes where he excelled. Three successive first-round knockout and submission wins were the recipe for fans to become excited. He also scooped up four consecutive Performance Of The Night awards in his first four UFC outings, which hasn’t been done before or since.

These highlight-reel performances often go viral online and are better at getting a fighter’s name out there than almost any other marketing strategy. Conor McGregor’s 13-second demolition of Aldo is now considered a watershed moment in the history of the UFC.

It brought millions of fans on board and led to the Irishman’s crossover fight with Floyd Mayweather, which netted him tens of millions of dollars. In the first couple of years of this decade, it looked like Chimaev could become the man to replace Khabib as the King of the UFC.

Fading Fortunes Of Khamzat?

It’d be ridiculous to say he is on his way out or overhyped. He is unbeaten in 13 fights, with only two opponents hearing the final bell. Khamzat has not had good luck recently, which is what it boils down to. He was meant to face off against Robert Whitaker at the flagship Saudi UFC event but was forced to withdraw due to serious illness.

Although he defeated Usman at UFC 294, Usman showed that Khamzat wasn’t perhaps the indestructible force he was perceived to be. While this shouldn’t take the shine off any fighter, especially when they are testing themselves against the best in the division and winning, it does mean that some casual fans begin to see them as a slightly less formidable sight.

Final Thoughts

In addition to the illness and Usman taking him the distance, inactivity has been a killer for Khamzat as well; he went from fighting twice in 10 days to twice in 21 months. Although the hysteria can pick back up again, there’s also his age to weigh up.

He’s not a young fighter by any stretch and is now in his thirties, and in the short life span of professional athletes, a combination of inactivity and illness can take a lot out of you once you leave your twenties. It would be unfair to make this assumption until we see him fight again, though. The time off might have done him some good, and we know how quickly things can turn around in UFC - two impressive wins within a few months will propel him right back to where he was in 2021.