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Josh Hockitt’s bizarre attempt to draw attention to himself during the UFC 327 media event is more proof of why the company’s product is falling apart.

Fight fans are used to this industry being a little weird. While two people going into a cage or ring attracts a lot of people, you still need to promote a fight to get people to spend their hard-earned money on tickets or streaming subscriptions to see it.

In their quest to make big bucks, fight fans have come up with a lot of things to help draw attention to the upcoming fight. And over the past 10 years, some UFC fighters have gone to strange and ugly places to promote their fights. However, on Wednesday, Josh Hockitt went to a silly spot in an attempt to draw interest for his return at UFC 327 this weekend.

Instead of the usual media day tradition of taking questions from the mixed martial arts media, the 28-year-old decided to deliver a pro wrestling-style promo while wearing his trademark American flag bandana and sunglasses. Although there have been UFC fighters in the past who have delivered some excellent wrestling promos (see: Chael Sonnen), Hokit has provided something truly bizarre.

While playing the character “The Incredible Hoke”, he was breathing heavily, rhyming, and at one point began talking like a child. However, this was not the end of it. The UFC heavyweight then changed character, began using a Mexican-American accent and wore a knit cap over his eyes.

🚨🤯Jiri Prochazka and Josh Hockitt were involved in a heated altercation backstage during UFC 327 media day.

Jiri told him: “Dude, stay where you are.”

While Hokit responded: “I’ll cut you down homie. And sew your head on Alex Pereira’s body.”

(via: @gifdsports ) pic.twitter.com/MAvKF1zFiq

– Red Corner MMA (@RedCorner_MMA) 8 April 2026

Additionally, in an effort to become the star of the UFC 327 media day, he tried to set up a one-on-one confrontation with Jiri Prochazka, one of the main event participants of the evening. Video of the strange scene can be found above.

Hockit’s strange behavior has been condemned by UFC fans and analysts alike. But it still highlights one of the company’s many content issues that have been worsening lately.

Only UFC is to blame for Josh Hockitt

Hokit, attempting to make a name for himself, is no stranger to promotion. The UFC has long been questioned for its ability to create stars. So in many cases over the last few decades, fighters have taken the lead in becoming household names.

This was a highly effective start to the 2010s for Chael Sonnen. In the late 2010s, former two-division champion and company icon Conor McGregor took it even further and became an international superstar due to his courageous and flamboyant personality. After him, Colby Covington rubbed many people the wrong way by creating a champion for MAGA leaning fans. Then, in recent years, former middleweight champion Sean Strickland has built a brand apart from xenophobic and sexist views.

However, they could back it up in the ring and had varying levels of charisma. This is not the case for most fighters, and many of them feel that they need to go to absurd lengths to gain notoriety and try to squeeze all the opportunities and money out of the sport.

The fight promotion style that the UFC has long nurtured is now going to strange places, but that’s not the company’s only problem.

Is the UFC losing its cool factor?

Over the years, as the company has tried to hold events almost every weekend, the quality of the product has declined.

Fans are complaining more and more about weak cards and weak main events. Making matters worse, while the Paramount+ era is better financially for fans, the UFC is much less willing to spend big bucks to make big fights if they can’t use pay-per-view points to make deals.

PPVs are no longer an option, the UFC prefers to be cheap and it has become much more difficult to compete with elite stars like McGregor, Ronda Rousey, Jon Jones, Ilya Topuria or Islam Makhachev. So top talent competes less now. This has created a disappointing situation for the fans of the company.

The talent pool is shrinking, it’s going to stupid places for self-promotion, and the quality of UFC events has diminished. The UFC has a historic card on the White House lawn in June that’s just good rather than great. Although the company has grown considerably in recent years, it is still not as good as it was four or five years ago.

After earning a journalism degree in 2017, Jason Burgos worked as a contributor to several sites, including MMA Sacca… More about Jason Burgos

Liverpool could once again find themselves drawn into the Italian goalkeeper market this summer. Juventus are increasingly looking to Alisson Becker as the central solution to their problems between the posts.

The Brazilian has been linked with the Turin club in recent weeksInitially as a substitute for Tottenham’s Guglielmo Vicario. However, it seems that talks in Italy have moved beyond that stage. Inside Juventus, talk about rebuilding the goalkeeping department is increasingly pointing towards Liverpool being the No. 1.

Juventus want to start a new cycle and avoid another reconstruction that fails to provide stability. For many inside the club, that reset starts with the goalkeeper position.

The idea has now also gained more popularity in Italy as a local outlet. magazine There have been suggestions that the Brazilian keeper may not remain at the center of Liverpool’s long-term project. For the Bianconeri, as they say, “all roads lead to Alisson”.

He still has a contract at Anfield until 2027, so there is no immediate pressure for a change. However, speculation regarding Liverpool’s succession planning has inevitably fueled discussion in Serie A.

Spalletti revives connection idea

One factor that helped trigger this idea is Luciano Spalletti.

The Italian manager worked with Alisson during his time at Roma. This was before the goalkeeper’s €75m (£64m) transfer to Liverpool in 2018. During that period, Alisson established the form that would later make him one of the Premier League’s most reliable goalkeepers.

That existing relationship is now being seen as a potential lever in Italy. If Juventus were able to initiate negotiations, Spalletti is seen as someone who could help convince the player to consider a move.

Alisson, now 33, remains under contract with Liverpool until 2027 and remains Arne Slot’s first-choice replacement whenever he is fit. There is no suggestion that Liverpool are actively courting him.

Yet, the broader context of the club’s succession planning has not gone unnoticed.

salary and succession

The latest Italian report claims that the financial side of a potential deal would not be prohibitive for Juventus.

Alisson earns around €6m (£5.1m) per season, a figure considered manageable in Turin. Importantly, it would remain below the club’s current salary cap of around €7m (£6m). That limit is set by Kenan Yildiz’s contract.

That combination – experience, availability and financial feasibility – is why Alison has quickly emerged as the idea that many discuss.

On Liverpool’s side, the question remains of timing. Sporting director Richard Hughes approved the signing of Mamardashvili As part of the club’s future plans. However, the Brazilian remains one of the most reliable goalkeepers in world football.

At the moment, there is no sign that Liverpool are ready to open the door. However, the feeling inside Juventus is that if Liverpool were ever willing to discuss a sale and Spalletti managed to convince the goalkeeper, talks could move forward quickly.

In other words, while there is nothing imminent yet, the idea of ​​Alisson becoming Juventus’ next No. 1 is no longer being considered a distant scenario in Italy.

Manchester City may not have him at the Etihad, but one of their group’s prospects is starting to make noise in Portugal.

20-year-old Spanish winger Alvaro Santos is currently impressing at FC Penafiel in the country’s second division – Liga Portugal 2. According to Portuguese newspaper to ballHe has become one of the faces of the club’s recent improvement.

Santos completed his development at Celta Vigo before moving to Belgium. There, he spent two seasons with Lommel SK – a club owned by City Football Group.

That detail matters. His move was not random scouting. This was part of the wider Manchester City Network strategy. The English champion group recognized him early and brought him into their structure.

At Lommel, he made 43 appearances, scoring three goals and adding one assist. The numbers were modest. However, reports about their potential were so strong that they remained within the CFG pathway.

This season, Penafiel secured him on loan to the Belgian side. This arrangement allows Manchester City to closely monitor his development while still giving the group regular senior football.

Performances are getting better

So far in 2025–26, Alvaro Santos has played 19 league matches, starting 18 of them. He has scored three goals and added two assists while playing over 1,500 minutes in Liga Portugal 2.

Primarily a natural winger, he is comfortable on both flanks. Still, observers say he looks most dangerous when starting on the left. From there, he attacks defenders directly, combining close control with pace.

The important thing is that he does not hesitate to take on his opponents. He can cut inside to shoot or drive to the byline to create. Additionally, he has shown the ability to operate as a second striker or in the pocket behind the centre-forward.

There are areas to refine. His off-the-ball intensity and defensive contributions could improve. Yet at just 20 years old, there is clearly room for growth.

What this means for Manchester City’s group

For Manchester City and City Football Group, this is exactly how the model is meant to work.

Young talents are identified early, placed in a development environment like Lommel, and then strategically moved up the league where they can gain minutes and responsibility.

If Santos continues this upward trend in Portugal, the next step could be another loan at a higher level – or even an integration into the more competitive CFG environment.

As of now, reports from Portugal remain positive. And in the Manchester City offices, Alvaro Santos’ files are likely to become increasingly detailed.