Terrible.
They're fallen into the classic corporate marketing trap of developing a template as the organization standard and fitting every promo and poster to those templates regardless of the narrative or gravity of the fight. I mean we'll rarely get something super creative, but even that usually pales in comparison to fanmade stuff.
It's so weird because the UFC's buisness model is based on independently marketing individual events - but I think during the UFC's boom like around UFC 100 they got into the mindset that they could put zero effort into marketing and sell the fight regardless.
That's why they are where they are now. They have just enough brand recognition and few enough stars that they're in this weird space that when they do produce something creative and fresh non-UFC fans don't know what the promo is even for until the end of the promo when they've already lost interest. So they're trapped being wholly reliant on the name recognition of individual fights to sell fights, except they're so bad at marketing at the moment that they can't create stars to save their life they have to back into them with special freaks like Conor and Jon Jones - or hope they get some smasher like Khabib to say something crazy on the mic.
No wonder they jump on every fighter controversy to take onto the front of promos, from "Yo Mamma Got Tickets" press conference punch, to *insert Jon Jones transgression here* to Conor throwing a dolly. They spend so little on marketing that they can't create or capture an organic narrative at all, they have to hope for some big splashy media event that everyones already heard of to push their campaigns along.
