The debut of Jon Jones in the promotional content for UFC on Paramount has stirred a mix of excitement and controversy among fans. As the UFC prepares to transition to Paramount in 2026 following a $7.7 billion deal, a recent trailer featuring high-profile fighters, including retired stars like Jones and Israel Adesanya, has drawn criticism. Many fans questioned the absence of active champions such as Islam Makhachev, highlighting a divide between honouring UFC legends and promoting current contenders.
Get ready. UFC is coming to the Mountain in January! #UFC #ParamountPlus #CBSSports @UFC @CBSSports pic.twitter.com/LgzLkduxTF
— Paramount+ (@paramountplus) October 26, 2025
Jon Jones and Fan Reactions
Jon Jones, who retired last summer without unifying the heavyweight titles against Tom Aspinall, has become a focal point of debate. Fans expressed confusion over including a retired fighter in promotional material meant to energise a new Paramount audience. The decision sparked discussions about whether retired athletes should play a prominent role in marketing campaigns, especially when current champions were noticeably absent.
The trailer also featured Israel Adesanya, whose recent struggles in the Octagon prompted further criticism from fans. Many argued that the UFC should highlight fighters actively competing and winning to capture the attention of both loyal and new audiences. Still, some supporters defended the choice, noting that both Jones and Adesanya command significant recognition and help draw attention to the sport.
UFC on Paramount: Balancing Legacy and Current Stars
The new promotional strategy illustrates the UFC’s challenge of balancing legacy fighters with rising stars. Paramount’s investment in UFC content will rely heavily on attracting viewers through both familiarity and fresh competition. Featuring established names like Jones acknowledges the sport’s history, while upcoming events will need to showcase current champions to maintain credibility and fan interest.
As the UFC prepares to air its first events on Paramount, the network and the organisation face the delicate task of engaging fans with compelling content that respects past achievements while promoting fighters actively shaping the divisions. Fan reactions to the trailer highlight the importance of thoughtful fighter selection, as this new era on Paramount sets the tone for how MMA is marketed and consumed globally.
Conclusion
The UFC’s shift to Paramount marks an exciting but challenging transition. Including legends like Jon Jones in promotional material has ignited debate over relevance and strategy, highlighting the tension between honouring past stars and promoting current talent. Moving forward, the UFC will need to carefully balance these elements to captivate audiences, both seasoned fans and newcomers, in the streaming era.
