The UFC light heavyweight champion this week discussed his plans for "elevating" the sport of MMA using the appeal of his personality. Jones, who began his career with a sparkling reputation as fight savant has recently become disparaged by opponents and media personalities for displaying insincerity and cockiness. However, fans and the UFC still recognize that his uncertain place as heel or hero has meant more PPV buys for the young champion than many of his fellow belt holders.
The 24-year-old title holder talked with Steve Marrocco of MMA Junkie and put his self-confidence and hope for a new, bright future of MMA:
"I get out there, get my face out there, get my personality out there, and maybe one day I start to make a change and make mainstream American aware of who I am," he said. "You've got to let mainstream people know that we're educated guys, and we're intelligent athletes, and not guys who just show up and beat each other up in the cage," he said. "Just try to portray the sport in a positive light, and I think mainstream American has a lot of learning to do about us."
"We're really starting to catch up to the NBA and the NFL," he said. "I think when these major companies come looking at us, I want them to know that you can invest into the UFC because we're quality guys, just as much as athletes and professionals in any other sport. It's just something I'm aware of – marketing in the most positive light."
Jones faces former UFC light heavyweight champion Lyoto Machida Saturday, Dec. 10, at the Air Canada Center Arena in Toronto, Ontario, Canada.
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