Bleacher Report · Jul 25, 2019
A Look Back at Frankie Edgar's Career, MMA's 'Almost Man'
It comes in the form of audible ad copy, a promo piece for Saturday's upcoming UFC 240 pay-per-view. So some amount of hyperbole can be expected. Fight promoters, if they can be counted on for nothing else, are generally pretty good at getting your blood racing and your credit card in hand.
But this was something beyond the normal "these two guys don't like each other" and "this is the toughest fight of his career" rhetoric that has become UFC's stock-and-trade as they've perfected their audience pitch. There is a scintilla of sincerity in comedian-turned-announcer-turned-podcaster Joe Rogan's voice as he attempts to put one of the main event's participants into historical context.