Alex Pereira questions UFC’s promotion tactics after Ciryl Gane vs. Josh Hokit booking

Alex Pereira’s frustration with UFC match-making spilled into public view as he criticized how the promotion sold the next heavyweight plan featuring Ciryl Gane. Pereira, who co-headlines UFC 335 against Sergei Pavlovich, said he had campaigned for a rematch with Gane for the heavyweight title after his first bid in June did not go his way.

In Pereira’s account, UFC executives and their broadcast platform used “influencers” to help create the sense that the Gane vs. Josh Hokit matchup was the right direction. He specifically referenced Daniel Cormier, a longtime UFC analyst, as an example of the kind of high-profile voice Pereira believes was deployed to influence how fans saw the matchup.

Pereira’s criticism centers on the promotional contrast between what he wanted and what the UFC chose. According to the report, UFC instead booked Gane against Hokit for UFC 334 on Nov. 14, a decision that kept Pereira away from an immediate rematch path with Gane.

The way Pereira described it, the issue was not only the opponent selection, but the method used to build acceptance around it. He argued that the promotion relied on its own commentators and other media figures to push viewers toward a particular conclusion, calling the process “all kind of manipulated.”

From a sport perspective, the heavyweight title picture depends heavily on momentum and narrative as much as it does on official rankings. UFC matchups often serve as a bridge between title shots, meaning a fighter can be forced to wait through other contenders’ fights, even when they believe they have earned a direct rematch.

Pereira’s comments also land in a broader conversation about how UFC builds fights for casual viewers. Analysts and former champions can shape expectations by explaining why a given pairing makes sense stylistically, competitively, and in terms of stakes. If a fighter at the top of the division feels those voices were used to pressure fan consensus, it highlights the uneasy relationship between athletic competition and entertainment strategy.

For now, Pereira’s immediate task remains the upcoming UFC 335 main event against Pavlovich. If he wins, he will likely return to the center of discussions about how quickly the UFC can deliver the rematch he believes he deserves. If he loses, the heavyweight division’s planning priorities could shift again, potentially changing how the promotion weighs future contenders and timing.

The UFC has not, in the available report, responded directly to Pereira’s claims about how it used prominent figures in the buildup. Still, his comments offer a clear window into how elite fighters interpret the promotional machinery around high-stakes bookings, and they set the stage for what he will demand next if he believes the heavyweight ladder is being managed around him.