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Leagues and Governing Bodies

UFC Women Struggle To Reach Stardom Level Of Ronda Rousey

Cris "Cyborg" Justino this weekend will face Amanda Nunes in the co-main event at UFC 232getty images

Female UFC fighters are currently "in crisis," and it is "not for talent, at least not at the top, but for true take-it-to-the-bank star power," according to Hallie Grossman of ESPN.com. On Saturday, Cris "Cyborg" Justino will face off against Amanda Nunes in the co-main event at UFC 232, which may be the "best women's MMA bout in history." It raises the question: Does the UFC lack a Ronda Rousey-caliber female star, or does it "lack the wherewithal to build a female star who can scale Rousey's heights?" The MMA faithful "know" Justino and "many love her." It is the "ever-elusive mainstream, the casual fans who propelled Rousey to superstardom, that she hasn't yet captivated." For Justino and her camp, Rousey was "always more spectacle than spectacular." Grossman: "But spectacle matters. You cared. You wanted to see Rousey wreak havoc via armbar or get wrecked herself, but you damn sure took notice." During '15-16, Rousey "headlined PPV events that broke or approached 1 million buys." Last year's Justino-Holly Holm bout, by contrast, "netted 380,000." Unlike Justino, Rousey was a native English speaker, which is a "critical on-ramp to connect with American audiences." More, she "boasted movie-star good looks, and those looks mattered -- not to Rousey the fighter but to Rousey the brand." Justino is "willing to play the game." She wants to be "marketed, promoted, public facing, all of it." However, she "can't make peace with the rules." UFC President Dana White "swears he handles Justino and Nunes and every other fighter the same way" he does Conor McGregor and Rousey (ESPN.com, 12/27).

SPREAD THE WORD: In L.A., Lance Pugmire notes although Justino is favored on Saturday, she took on the challenge with "some reservations." However, the fight "furthers the mission of Cyborg to elevate women's fighting to a place beyond the singular attraction it was during Rousey's title reign." Justino said, "I like to support all the women in fighting just because it’s nice to help each other and work together." Justino additionally "wants to spread the influence of the female fighters’ success to women and girls in their everyday pursuits" (L.A. TIMES, 12/28). 

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