The UFC wasn’t always a heel promotion, but it certainly is now. Their central stars are Conor McGregor, Jon Jones, and Ronda Rousey. McGregor is probably not nearly the ass hole he plays on TV, but dropping lines about how many people died to make his watch and taking the belt from his champion opponent… that is top level heel stuff. Jon Jones does drugs, more or less gets caught cheating on his wife regularly, and drives his car into stuff all the time, never seeming to be too remorseful. He is so generally unlikable it drives me nuts. Ronda also rubs people the wrong way. She seems likeable sometimes, but her competitiveness turns her into raging bitch. The chip on her shoulder is well past endearing or charming. Casual and hardcore fans seem to be mixed on her since she is so fun to watch, but the general joy over her getting handled last night make it clear she is really a heel.
Vince wishes he had heels that got the kinda heat these three do.
The heels are the center of attention in the UFC. We have come along way since the Face-centric days of Forrest, Chuck, GSP, Silva, Randy and so on.