This weekend, at UFC 169, Urijah Faber will likely get his last crack at UFC gold. After Dominick Cruz was injured yet again and forced to withdraw from the bout, Faber stepped in on three week’s notice to face Renan Barao. The former WEC Featherweight champion is looking to avenge his UFC 149 loss to Barao; a man who has not lost a fight in 32 straight bouts. Today, I tell you why the UFC wants a Faber victory come UFC 169.

Urijah Faber is undoubtedly one of the UFC’s most popular fighters. The ‘California Kid’ began his fame in the WEC, racking up victories over Dominick Cruz, Jeff Curran, and Jens Pulver while holding the Featherweight title which he defended five times. At that point, Faber was the face of the WEC organization, and one of the main reasons it garnered so much attention.

When the UFC brought in the WEC, Faber was immediately the UFC’s biggest star under 155 pounds, and maybe even 170 pounds. In his first UFC bout, Urijah defeated Eddie Wineland in the co-main event of UFC 128 by decision. His next fight was a rematch with Dominick Cruz for the UFC Bantamweight title at UFC 132. Urijah lost a close decision, but rebounded with a submission victory over former WEC champion, Brian Bowles, at UFC 139. With each victory, Urijah gained more and more fans.

The UFC realized Faber’s marketability, and along with his Team Alpha Male, began being featured on UFC promotional pieces, and was a featured fighter in UFC events. In Faber’s UFC career, he has been the co-main or main event five times. Faber’s other three fights were the third to last fight on the card. Clearly,the UFC loves Urijah Faber, and so do the fans. The only thing missing from Faber’s resume is the UFC championship, and this weekend may be his last chance to claim the title.

Urijah has never lost a fight that was not for a title. In 36 professional fights, Faber has fought in 17 title fights. Simply put, Faber has always been an elite competitor wherever he has fought. After losing his last title fight to Barao at UFC 149, Faber rebounded with four dominant victories in 2013. If Urijah can finally seize the opportunity on Saturday night, the UFC will be paying dividends.

While Renan Barao is a fantastic fighter, he certainly does not have the fan following that Urijah Faber does. As noted earlier, Faber’s fame dates back to the WEC and he has been a staple since its’ merge with the UFC. Another huge factor regarding Barao’s fame, especially in the United States, is the fact that he does not speak english. Like it or not, english speaking fighters and champions have the greater following. Once Anderson Silva learned to speak english, I think it is safe to say he became even a bigger star than he was.

So you still don’t believe the UFC is better off with Urijah Faber as champion? Think about how monumental the trilogy fight would be if Urijah were to beat Barao. Barao’s streak would be over, and the UFC would have a huge trilogy fight to look forward too. Still not doing it for you? How about the trilogy fight with Dominick Cruz once Faber is the champion? That fight would be as big as it gets below 155. Dominick and Urijah have a heated rivalry dating back to the WEC, and fought a razor close Bantamweight title fight at UFC 132. Dominick, the champion that was forced to relinquish his belt due to injuries, returning against his bitter rival and now champion Urijah Faber. There is nothing bigger than that fight on the horizon in the lower weight classes right now.

This may very well be Urijah’s last shot at UFC gold. Faber is 34, and while he is seemingly getting better as a fighter, he is certainly not getting younger. With two missed UFC title shots behind him, Faber has to prove that he can beat the best of the best. The UFC has given him every opportunity to get title shots, and he has delivered. Now, he will have to deliver on the biggest stage for himself and the UFC. The UFC is undoubtedly better off with Urijah Faber as a UFC champion.