Tsarukyan says UFC hasn't made him a star yet — but the title will change that

Arman Tsarukyan has taken a pointed shot at the UFC’s promotional machinery, insisting the organisation has done little to elevate him and that his growing fanbase is entirely self-made. The Armenian lightweight made the comments in an interview with Russian YouTube channel Vpiska ahead of his return to the Octagon against Mauricio Ruffy at UFC 331 on September 19.

“No, [I’m not a UFC star] because people know me not from the UFC pushing me,” Tsarukyan said. “They know me because of myself. UFC hasn’t really put the work in to make me a star yet. When they start working on me and start promoting me, then I’ll be a UFC star… When I become a champion, the promotion will be on a whole different level from the UFC themselves.”

Tsarukyan has built his public profile through social media, appearances for Real American Freestyle, and his association with streamer Nina Drama — avenues he pursued largely independent of the promotion. His comments reflect a broader frustration among fighters who feel the UFC’s marketing spotlight is unevenly distributed.

Beyond his own situation, Tsarukyan also offered a candid take on how fighters with less crowd-pleasing styles can survive in the sport. He argued that controversy becomes a necessary tool for those who cannot rely on highlight-reel finishes to stay relevant.

“If you’re a boring fighter inside the cage, controversies are important for you,” he said. “Because if you’re not here, you’re not there; you get cut from the game fast. But if you’re a great fighter and you knock people out and show that, you don’t even need to talk English.”

The co-main event slot against Ruffy at UFC 331 represents a significant opportunity for Tsarukyan to back his words with a performance. A win over the Brazilian finisher would strengthen his case for a lightweight title shot and, by his own logic, hand the UFC a star they had little part in creating.