Arman Tsarukyan believes UFC fighters do not always need to become outspoken trash-talkers to build a massive fanbase. But those who lack excitement inside the Octagon may need controversy to get noticed. While discussing how fighters can become stars Tsarukyan recently said:
“If you are a great fighter, you knock people out, you don’t even need to talk.”
The comment is particularly interesting given Tsarukyan’s own transformation into one of the UFC’s most recognizable lightweight contenders. The Armenian has increasingly embraced social media, collaborating with popular streamers such as Adin Ross and N3on while frequently appearing in content with Nina Marie Daniele.
Tsarukyan has also leaned into showcasing his lavish lifestyle, from expensive meals and luxury experiences to moments highlighting charitable efforts. Instead of relying solely on fight-week interviews, he has found ways to make his personality and life outside the cage part of his brand.
His willingness to embrace controversy has also helped keep his name in the spotlight. In 2026, Tsarukyan became involved in a post-match brawl with Georgio Poullas following their Real American Freestyle wrestling bout, an incident that quickly circulated across social media. In 2025, he also headbutted Dan Hooker and before that at UFC 300, punched a fan.
Moments like that have contributed to Tsarukyan becoming a bigger personality beyond his performances.
Arman Tsarukyan vs Mauricio Ruffy at UFC 331
Arman Tsarukyan now has a major opportunity to turn his growing popularity into another run at UFC gold. He will face Mauricio Ruffy in the UFC 331 co-main event on September 19 in Los Angeles.
Tsarukyan has said UFC chief business officer Hunter Campbell promised him a lightweight title shot if he defeats Ruffy.
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