Dana White grew the UFC into the sports entertainment Goliath it is by running his mouth and creating controversy. At times, there was a bit of charm to the brash White. He’s a Northeastern guy and that’s how people in that part of the States talk. What? You got a fuckin’ problem with that? See! Charm.

But over the past 4-to-5 years the act has become stale and eye roll educing. White has become another uber-rich guy who berates and belittles people simply because he can. His targets are just about anyone but usually it’s the fake news media because the media knows nothing and just stirs shit.

Sounds like a familiar, failed mantra.

White doubled down on his fury at the media on a recent edition of the Tough Business Podcast. The issue at hand was the media’s assertions that MMA fighters are DRASTICALLY underpaid.

Here’s what White had to say:

“You have these scumbags out there that know nothing about the business telling all the fighters ‘oh you’re all being underpaid. You’re not being paid enough money. You’re not this’ — it goes on every fucking day. Every media member that talks about fighter pay is a scumbag who is basically just out there to get attention, because they literally know nothing about the business or the pay or how any of this shit works. It’s all part of the game. That’s who they are and that’s what they do, and I literally could give a fuck.”

UFC President dana white on the tough business podcast

Okay…but here’s the thing it’s not just the media that’s beating the drum about fighter pay. Fighters themselves, usually former UFC fighters or enemies of Dana White, have been vocal about the lack pay and benefits for fighters. The UFC recently signed a $1.5 billion deal with ESPN to produce content. The funds are not lacking.

The problem isn’t the media or how they’re reporting it. The problem is the bully is getting bullied by the media, fighters, everyone on the issue. And White, for the first time in a long time, is getting a figurative punch in the mouth. He’s unable to control the narrative and the outcome so his response is to simply lash out and belittle. White’s brash charm might ultimately be the thing that does him in.

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