perhaps it’s been said already, but ufc has a stake in jones’s legacy as “goat” because he fought almost his whole career in ufc. for him to retire in the octagon solidifies ufc as the home of the the best fighter in the world. as cain says, jones is likely “the best you’re ever gonna see”—a true generational talent. that’s good for ufc’s brand.
it wasn’t always this way. in the past, people would look up “the best fighter in the world,” and they’d see a guy named “fedor” who fought in pride, affliction, rings, strikeforce, but not ufc. people tend to forget that era, but it was very problematic for ufc’s brand that the consensus p4p #1 fought elsewhere. well, this puts that problem to bed forever. best of all, ufc won’t have to actually deal with jones anymore.