Bruce Buffer recently discussed how his catchphrase ‘It’s time!’ became legendary and resonated with fans around the world. The phrase has been a staple at UFC events when Buffer is introducing the main event fighters.
Buffer admitted that he didn’t expect the phrase to catch on as it did. However, he embraced it and made it a central part of his personal brand. He delivers it in his own unique style, building anticipation before stepping into the center of the octagon.
During an exclusive interview with Heavy Sports, Buffer reflected on his legendary announcing career. He shared that he never obsessed over creating a catchphrase. Instead, focused on giving fighters their moment.
For Buffer, the main event introductions are a culmination of months of training for the main event fighters.
“I never was phrase driven, I didn’t start off with, ‘It’s time’, or ‘Let’s get ready’ to this or that because that’s my brother’s thing. Everybody thinks you have to have a trademark phrase. For me, it’s about what I say and how I say it, how I deliver it,” Buffer said. “Fighters that train for 8 to 10 weeks culminating into this one moment, the main event we’ve all been waiting for, ‘It’s time!’ And I thought this is really where it deserves to go, so I started saying it.”
He added:
“In 2003, at a fight in Rio de Janeiro in Brazil after we weren’t there for a few years. And when I roared [‘It’s time!’] and the entire arena said it back with me, I knew right there it was catching on.”
Bruce Buffer Recalls Injury During ‘It’s Time!’ Introduction
Buffer also recalled when his iconic introduction didn’t go as planned. He suffered an injury during one of the biggest events in UFC history.
Speaking to Heavy Sports, Buffer revealed that UFC 129 in Toronto, Canada, stands out in his mind. The event took place at Rogers Centre, with 55,000+ fans in attendance. It marked that first and only UFC event to take place in a North American stadium.
While introducing Georges St-Pierre, Buffer tore his ACL.
“I used to jump three, four feet in the air. Now, I jump maybe 6, 12 inches,” Buffer said. “I didn’t fall, I did that when Jake Shields fought Georges St-Pierre in front of 55,000 people in Toronto. So, I’ve given two ACLs to the UFC and I don’t want to give any more.”
Buffer Expresses Gratitude for Long UFC Tenure
Buffer also expressed his gratitude for his near 30 year UFC tenure. He said he still enjoys work and feels passionate about it.
Buffer explained how much joy it brings him to help build anticipation for the fighters. He has no plans to stop as long as he can continue performing with energy and enthusiasm.
“I’m very passionate about what I do and when you see that excitement and energy I bring, I’m bringing it for the fighters and the fans, but it’s also for myself,” Buffer told Heavy Sports. “The moment that I can’t physically and mentally do it the way I like to do it, I’ll retire.”
He added:
“I’m going to do it exactly like that and continue to do it for the next five to ten years with all the energy I can bring because that’s what makes my moment.”
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This article was originally published on Heavy Sports
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