He has never sold past 869k buys. And that was against Cormier in a rematch with an insane rivalry against an also popular fighter. Not even Conor and Khabib made even remotely close to 30m a piece for their fight, which sold 2.6m buys, the biggest fight in the sport's history. And Conor is several times the draw that Jon is. He doesn't only sell many more ppvs, but also brings enormous media interest, casuals, etc. Khabib was also the biggest asset in the eastern European and middle eastern market, and they had an insane rivalry. Are they supposed to spend 50-60m dollars in just the main event alone, for a ppv that is likely to sell no more than 1.4m, if that? Ngannou is not a household name, they have no rivalry, and Jon is not an enormous draw. They would have to be idiots. Lewis vs Ngannou would likely generate more profit considering what it would cost the UFC to do the Jones fight meeting Jones' demands. And if Jon wins then what? You have him sitting on a belt demanding ludicrous money to defend it with no viable match ups worth the dollars he is asking to fight these days, bringing the division to a stall, ruining Ngannou who is an new exciting champ who wants to fight and is easy to deal with. Why risk the division for one fight that will be ridiculously expensive? They are far better off moving on with Ngannou and building him up, while getting the division moving. Also, quoting Wilder or Fury's guaranteed purses relative to PPV sales makes one lose all credibility, because it doesn't even understand the boxing economic model. Boxing is far more consolidated globally, as it always been, since it has been around forever, and it is a far more legitimized and established sport. The amount of revenue they generate from tv, sponsorships, media, product placement, and sales globally dwarfs the UFC, and anyone who doesn't have a peanut for a brain knows this. The amount of money that Wilder generates is not even in the same ballpark compared to Jon Jones. This is natural: they have been around for far, far longer, and the UFC is still penetrating key markets. New York just happened a few years ago for crying out loud. There is not a single major economy that doesn't have substantial deals for boxing broadcasts, whether through ppv or tv (mostly the latter). Even in the developing world: freaking Peru has had a ppv model for big boxing events since the eighties. The UFC, for all its success, is still a developing sport that is growing its global market at an aggressive but consistent pace. Jon either doesn't want the fight or he has the worst management in the history of the sport.