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Sonnen believes if the UFC wants to have 'some fun' and get the 'world's attention' then they need to match two of their biggest stars together in Masvidal and McGregor.
He's tipped 'Gamebred' to meet the 'Notorious' for the promotion's 'BMF' title, which has only been fought on one occasion at UFC 244.
Of course, the Miami slugger stopped Nate Diaz to win the 'BMF' title in New York back in November 2019.
On Masvidal vs. McGregor, Sonnen said: "I do believe the single biggest fight, if you wanna get the world's attention and really have some fun.
"If you really wanna have some fun, you just get Conor McGregor and you put him in there with Jorge Masvidal.
"You put the BMF title on the line. You pick the arena. We will sell that out in 24 hours."
Masvidal is fresh off a loss to Colby Covington while McGregor is on a two-fight losing skid, having lost back-to-back fights against Dustin Poirier.
The Irishman appears set to return to action in the summer, with Masvidal touted as a potential opponent to welcome him back to the famed Octagon.
And Sonnen isn't the only MMA personality who likes Masvidal vs. McGregor, as Brendan Schaub reckons it makes a 'lot of sense'.
He explained: "You tell me Jorge-Conor doesn't sell gangbusters? And as much as they're paying Masvidal, he's the third highest-paid UFC fighter ever.
"For the UFC, when they make that investment - I don't know how much [Jorge Masvidal is] getting paid, it has to be a truckload - you're not fighting the [Belal] Muhammads and the Vicente Luques of the world.
"That's not happening anymore. They gotta get a return on their investment. The biggest return they can get is Conor McGregor-[Jorge] Masvidal. So it makes a lot of sense.
"For Masvidal, you know, I think the biggest fight they could make for him is Conor McGregor."
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