Cory Sandhagen, known as ‘The Sandman,’ is trying a new approach to finally earn another chance at the UFC bantamweight title.
A top contender in the 135-pound division since his UFC debut in 2018, Sandhagen faced a setback with a loss to Umar Nurmagomedov last August, hindering his title aspirations. He aims to rebound on May 3rd against former flyweight champion Deiveson Figueiredo.
The announcement of Sean O’Malley`s title rematch against Merab Dvalishvili was controversial, as O’Malley is returning after losing his title at UFC 306 without another fight in between.
Currently ranked #4, the 32-year-old Sandhagen is proactively seeking ways to improve his public image and strengthen his case for a title shot.
Cory Sandhagen Gets Brand Advice in Comedy Skit
Despite circumstances surrounding his first fight with Merab Dvalishvili, Sean O’Malley`s popularity within the UFC makes his immediate title rematch somewhat expected.
While Cory Sandhagen is respected as a high-level competitor, he hasn`t been one to create excessive hype to get ahead in the division.
‘The Sandman’ has typically preferred his performances in the Octagon to speak for themselves. However, this might be evolving.
Leading up to his main event fight with Deiveson Figueiredo in Iowa, Sandhagen has been sharing his training journey through his “Stupid Fight Vlogs” series on YouTube.
In his latest video, Sandhagen introduces a new team member to help enhance his public profile beyond his fighting skills.
Through a humorous skit, Sandhagen showcases advice from his newly appointed “brand manager.”
In the skit, Sandhagen expresses his confusion about needing a brand, stating he thought he was told to stop being awkward online. He says he doesn`t understand branding but is willing to trust the manager to guide him toward getting title fights, which is his primary goal.
Following his brand manager’s advice, Sandhagen appears with a new image featuring low-slung pants, a white tank top, chains, and sunglasses.
Sandhagen jokes about his new look, comparing himself to Sean O’Malley in 9th grade and expressing his discomfort.
Comedy as a Tool for Cory Sandhagen
While Cory Sandhagen’s brand manager is clearly a comedic persona, these types of videos help fans connect with his personality and humor.
His fighting ability at 135-pounds is well-established, but securing a UFC title shot has been elusive. These opportunities are rare.
With Merab Dvalishvili expected to defend against Sean O’Malley, and contenders like Petr Yan in the mix, Sandhagen’s path to a title shot might be lengthy even if he defeats Figueiredo.
A point in Sandhagen`s favor is that he is one of the few top contenders Dvalishvili hasn`t faced, potentially making him a fresh and interesting matchup if Dvalishvili remains champion.
Ultimately, gaining fan support and engagement in his career will benefit his pursuit of a title opportunity.
