Peel back the illusion of reckless abandonment and there is a degree of calculation to Conor McGregor.
Before the UFC 205 pre-fight press conference predictably descended into chaos, the Irishman swanned into the Madison Square Garden rocking a mink coat and an array of garish Gucci garments.
Initially, the 28-year-old looked deranged, bouncing over to snatch Eddie Alvarez’s (154.6lbs) lightweight belt, which the champ had deserted with McGregor late to the show again, to place it next to his own featherweight strap before screaming obscenities.
Then, it became clear McGregor (154.4lbs) was in fact paying tribute to an MSG icon: Smokin’ Joe Frazier. The heavyweight legend bought a mink coat and wore similar clothing underneath for his trip to The Garden ahead of the 1974 ‘Fight of the Century’ clash with Muhammad Ali.
It was an evocative nod to an icon and came a day after he turned up for media interviews donning a Coogi sweater, in homage to Biggie Smalls, and a few months on since he dressed like El Chapo at a time when the Mexican drug lord was the talk of world media.
He knows how to sell it. But ahead of his bid to become the first simultaneous two-divisional UFC champ at the promotion’s first visit to New York, perhaps he overdid it this time.
The theatre and melodrama of the divisive Irishman’s press conferences have elevated him onto a level of unprecedented pay-per-view success.
Part of the act is getting tiresome, though. And forced. McGregor threatened to launch a chair at Alvarez but was ultimately deterred by security and UFC president Dana White.
It was an altercation which wouldn’t look out of place in the WWE and was unnecessary for an event already sold out and pretty much guaranteed to be a PPV hit.
McGregor’s legacy will not be cemented by his brash antics outside of the Octagon but what he accomplishes in it. But even he can acknowledge that fact.
“This just puts it even more in stone,” McGregor said after the press conference. “A second belt, it’s never been done. No one has ever come close, no one has attempted it. My legacy (is that) I’ll be immortalised after this.
“I’m trying to live in the moment right now, this is such an historic event. I’ll get the second world title.
“I believe that I will put this man away, but I am prepared for five rounds. I predict that I will rearrange his face. He’s too easy to hit.
“I think (I’ll beat him) in one round. If he can hold out and take it to the trenches, I’ll take my hat off to him. But he will never be the same again.”
Alvarez, of course, disagrees, saying: “I’ve always been the underground king in this sport. I just have this belt and no one’s getting it from me. I’m prepared to completely destroy Conor McGregor and silence the whole damn crowd.”
In the main event, featherweight champion and Irish superstar Conor McGregor attempts to become the first fighter to hold two UFC titles simultaneously when he faces off against lightweight king Eddie Alvarez.
The welterweight championship will also be on the line when Tyron Woodley makes the first defense of his belt against kickboxing specialist Stephen “Wonderboy” Thompson.
Plus, Polish compatriots Joanna Jedrzejczyk and Karolina Kowalkiewicz meet for the strawweight championship of the world.
As far as debuts go, it doesn’t get any bigger. The UFC makes its first appearance in New York City on Sunday after a decade long battle to legalise MMA in the state.
To mark the inauguration, UFC president Dana White has constructed a card, which although hurt by missed weight cuts, is almost certain to be the most watched and most profitable event in the company’s history.
With three title bouts, topped off by a superfight with historical ramifications between lightweight champion Eddie Alvarez and featherweight kingpin Conor McGregor, the UFC are arriving in a city, which has long been the apple of its eye, in some style.
And rightly so. For the unaware, New York was the last state to legalise MMA as an outdated law kept one of the world’s most popular combat sports out of the biggest media market in North America.
It also denied fighters the opportunity to walk out at an iconic venue, once heralded as the fight capital of the world: Madison Square Garden.
Indeed, UFC 205 is a fitting celebration, one which symbolises the evolution of a sport which has matured from its primitive origin.
And you only have to look back to the last time they put on a show in New York for evidence of its development.
An Octagon last graced the Empire State in 1995 at Buffalo’s Memorial Auditorium with UFC 7. The 11-fight card featured no weight classes, no rounds and no time limits with the marketing built around their tag line of ‘no rules’.
The main event saw Ken Shamrock fight Oleg Taktarov to a 33-minute draw and what the fledgling promotion had hoped would be a success, turned out to be a disaster with widespread refunds issued after the event ran over its allotted time on pay-perview.
Little did they know then, though, that the journey back to New York would last 21 years.
During the 1990s, Arizona senator John McCain was determined to kill what he viewed was a “barbaric” sport, campaigning to see it banned across most of the US.
And he might have been successful were it not for Frank and Lorenzo Fertitta buying the UFC alongside White in 2001.
Armed with cash, enthusiasm and political savviness, they breathed life back into a sport which had been seriously deflated by bans across the country.
Working alongside other groups and state athletic commissions, they worked to legalise MMA. Over 15 years, 49 states sanctioned the sport, allowing it to grow into the $4 billion company they sold it for earlier this year.
But crucial to that sale was the one remaining 50th state. From 2010-2015, the UFC funded lobbying bids to legalise MMA in New York.
Although bills would pass the New York Senate, it would be killed off in the state assembly due to a political wrangle between the ownership and a Las Vegas-based culinary union, which sought to keep the UFC out of the state in protest to the Fertittas’ business dealings in Nevada.
That all changed this year, though. A bill finally made its way to the assembly floor and the vote to legalise MMA finally passed by a vote of 113-25.
It’s been a long, expensive and exhaustive battle. A celebration is more than warranted and there are few better ways to do it than at the Garden with a talent-rich card.
McGregor bids to become the first simultaneous multi-division UFC champ when he enters the Octagon at MSG. It’s a clash which will mark the culmination of his life’s work and cap off an extraordinary journey from apprentice plumber to perhaps the biggest combat sports star on the planet.
Preceding that bout, is a stylistic match-up with the potential of stealing the show as the new welterweight champ Tyron Woodley meets the Power Ranger in disguise, Stephen Thompson.
In the other title fight, the pound-for-pound best female fighter on the planet, Joanna Jedrzejczyk, puts her undefeated record and strawweight title on the line against Polish compatriot Karolina Kowalkiewicz.
Indeed, as far as parties go, this one is star studded and it’s not to be missed. After all, there is only one first time.