Blood and Bullshit in Baku

The UFC's Azerbaijan show is facing opposition from Armenians accusing the organization of supporting a genocidal regime, as well as critics questioning the timing of the event amid a regional war.

Azerbaijan Minister of Youth and Sports Farid Gayibov (left) shakes hands with UFC President Dana White (Credit: social media)

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Before I decided to become an investigative journalist, I used to moonlight as a colour commentator for M-1 Global, Russia’s oldest (and now defunct) MMA organization.

The job took me around the Russian Federation and its neighbouring states, allowing me to pursue unique stories that would otherwise have been out of my reach. I met a Latvian fighter who escaped a black magic cult run by his coach, attended an MMA show with the President of Ingushetia (now Russia’s deputy minister of defence), and knocked back vodka shots with ex-KGB officers and Russian oligarchs.

During this strange chapter of my life, I also found myself in Azerbaijan. It was June 2016 and the country was getting ready to host its inaugural Formula 1 race on the newly-completed Baku City Circuit. I remember watching some of the F1 practice sessions while sitting on the terrace of one of Baku’s local eateries. My colleague and I gorged on fire-grilled kababs, dumplings, stuffed flatbreads, as well as tender lamb chops braised in fat. We enjoyed an Azeri Syrah and admired the extraordinary view of the Caspian Sea in late spring.

Ahead of the Grand Prix, M-1 Global staged its debut event in Baku. I resumed my role as color commentator alongside UFC Hall of Famer Ian Freeman, as we called a slate of excellent bouts — highlighted by a standout performance from future UFC contender Shavkat Rakhmonov.

It was a memorable time. And yet, despite the breathtaking views and mouthwatering cuisine, I could not shake the feeling—as in my native Egypt—that beneath the surface, not everything was as it seemed.

Despite Azerbaijan’s considerable efforts to present the facade of a thriving state, it is evidently clear that much of the population lived in squalor. I saw the tell-tale signs of gentrification in the renovated downtown area, while the neglected interior was tucked away and difficult to access. Much of the population suffered from unemployment and poverty but none of that would be obvious to those strolling the length of the Baku City Circuit, which offered a lavish view of a city in economic bloom and distracted from a wide range of human rights abuses (more on that later).

The facade was enough to fool the sports world. Over the next nine years, Azerbaijan hosted events such as the inaugural European Games, the FIDE World Chess Championship, the Islamic Solidarity Games, Olympic qualifiers in wrestling, and a portion of the 2020 UEFA European Football Championship, among others. Next up is the UFC’s debut event in Baku, which marks the organization’s first foray in the Caucasus region.

Held in partnership with Azerbaijan’s Ministry of Youth and Sports and the Baku City Circuit (BCC) Operations Company, the UFC’s upcoming event is Azerbaijan’s latest attempt to assert itself as a global sports leader.

‘Thanks to President Ilham Aliyev’s unwavering support and attention, along with his successful sports policy, Azerbaijan has gained international recognition in the world of sports — and the city of Baku has established itself as a key hub for major global sporting events,” Azerbaijani Minister of Youth and Sports Farid Gayibov said in a statement. “This partnership with UFC further strengthens our reputation as a global sports hub, showcasing our commitment to sports development and international cooperation.”

Azerbaijan has been able to attract major sports leagues to its shores through its substantial oil revenues. In 2024, Baku reportedly paid $34 million in 2016 and $57 million in 2023 for the right to host a Formula 1 Grand Prix. While the exact fee paid to the UFC to bring a card to Baku remains unclear, TKO Group Holdings COO Mark Shapiro revealed that the deal was worth “multi-millions” during the JP Morgan Global Technology, Media and Communications conference last month.

While this pay-to-play strategy applies to places such as Perth, Australia, where the UFC struck a multi-event deal with Western Tourism Australia, it also signals the organization’s willingness to do business with any partner—no matter how concerning—so long as they are willing to pay a premium to host their events. This is how the UFC expanded its partnerships with the United Arab Emirates, Saudi Arabia, China, and now, Azerbaijan.

The new partnership has sparked backlash, with Armenians, Christians, as well as others condemning the UFC’s decision to head to Baku amid escalating conflict between Israel and Iran.