According to UFC veteran Matt Brown, Jon Jones currently holds a strong position in negotiations with the UFC, but this advantage won`t last indefinitely. Brown acknowledges that fighters` leverage with promoters like Dana White and Hunter Campbell is typically limited, but Jones has carved out a slightly stronger stance given the significant attention on a potential fight against Tom Aspinall.
Despite this, Brown cautions Jones against pushing his demands too far, as the UFC is ultimately capable of moving forward without him. “They know that the biggest heavyweight fight you can make is with Jon Jones, period,” Brown stated during a recent episode of The Fighter vs. The Writer. “They know that. We also know the UFC is going to smash records without him.”
Brown explained, “They want the biggest fight in heavyweight history and they know that’s what Tom and Jon would provide at this point. At the same time, they know if Jon just says ‘f*ck you’ and walks away, they’ll build up somebody. They’ll make Ciryl Gane look like the f*cking boogeyman of the east or some shit. We’ve seen this story before. It goes on. It goes forward. The heavyweight division just happens to be slimmer pickings.”
Brown believes the current lack of depth in the heavyweight division, combined with Jones` considerable star power, puts him in a favorable negotiating spot, especially as the UFC is working on a new broadcast deal set to start in 2026.
The situation would be different if former heavyweight champion Francis Ngannou was still with the promotion. Without Ngannou as an option, the UFC recognizes Jones vs. Aspinall as arguably the most significant bout available in the sport right now.
“That’s where the issue is where Jon does have some power,” Brown elaborated. “Because it is heavyweight, that’s the cash cow division. That’s where you make the biggest fights. That’s where the most people care. It is an interesting equilibrium of power there.” Brown perceives Jones as actively playing this negotiation game to increase his influence and earnings.
“He wants more power. He’s that type of guy… He wants that power. He wants to be the f*cking man. He wants to make the money. The UFC, we know how they are, they’re going to try to fight against that,” Brown added.
However, Jones faces the challenge of the UFC`s near-monopoly over the MMA landscape and its consistent record-breaking revenue, even with major stars like Conor McGregor inactive.
While the UFC undoubtedly wants the financial success of a Jones vs. Aspinall fight, the current patience regarding negotiation delays won`t continue indefinitely. Brown feels the UFC`s brand is so powerful that its success is largely independent of individual fighters unless major systemic changes occur.
Addressing Aspinall`s public expressions of frustration about waiting, Brown suggests he doesn`t fully believe Aspinall would remain idle without some assurance from the UFC that the fight with Jones is genuinely expected to happen.
Brown speculates that internal communications must have given Aspinall confidence in the matchup, unlike, for example, Michael Chandler`s prolonged wait for Conor McGregor, which Brown felt had increasingly slim chances of materializing.
He concludes that Aspinall has a legitimate reason to wait for Jones, who is still active and has publicly indicated his willingness to fight for the right financial terms. Ultimately, Brown expects a deal to be reached because Jones remains motivated by building his legacy, and a fight against Aspinall is the prime opportunity for this.
Unlike Conor McGregor, whose return to competition is uncertain, Brown is confident that Jones still possesses the drive to fight, and Aspinall represents the biggest and most compelling opponent available.
“Jon is a fighter,” Brown stated. “He’s not Conor… Jon is a different beast all together. He’s a savage human being. He wants to fight people. You can just tell.” He contrasts this with McGregor, who he feels no longer shows the same passion for fighting. Brown sees Aspinall as the clear choice if Jones continues his career, making Aspinall`s wait understandable as there are no other comparable options available.
