UFC Octagon announcer Bruce Buffer surprised many MMA fans when he recently remarked, “It’s Fight Time,” before the main event of UFC on Fox: Shogun vs. Vera. Buffer cleared up the decision to shift away from “It’s Time,” in an interview with Middle Easy.
“Just, basically, I was trying out a couple of things,” Buffer said. “I’m going through some marketing aspects and that is all I can really tell you right now. I wanted to try something for marketing purposes.”
Buffer, however, added that, “It’s time,” is his trademark, saying, “we all know that, and that’s basically where it’s at; that’s all I can tell you.”
Buffer has been the announcer for UFC events since 1996.