Dana White Discusses the UFC’s Success Heading Into the Summer

‘We have a lot of great plans this year, and we’re going to make it happen.’

Nothing succeeds like success.

That is clearly the case with the UFC, which is only days removed from a pay-per-view event that grossed $5.12 million and packed a sellout crowd of 17,559 at the Prudential Center in Newark, N.J. UFC 288 was a particularly encouraging showing, illustrating the rising relevancy of reigning bantamweight champion Aljamain Sterling. Amid a chorus of boos and cheers, Sterling defeated Olympic gold medalist Henry Cejudo in a tense, narrowly won main event.

Discussing the continued growth of the promotion, UFC president Dana White was quick to credit the fights that took place during the pandemic, especially in the Vegas-based Apex.

“Everything in life is about timing,” says White, who developed a pandemic-based business model centered on fights in Abu Dhabi, Las Vegas and Florida. “The Apex has been incredible for us. We hammered the final f------ nail on the place at the right time.

“Our business grew massively through COVID. There became this pent-up demand for people to see us, and you’re seeing that right now. The interest, it’s there everywhere we go.”

In a development that once would have seemed outlandish to even consider, MMA has powered past boxing as the top combat sport in America. For those who remember boxing as king, it is a startling revelation. But MMA, led by UFC and White, found a formula that holds greater widespread appeal to fight fans.

“We’re different from boxing,” says White. “We put on the fights everyone wants to see. You go to a live boxing event these days, it’s a total s--- show. We have a very unique sports experience.

“Back in the day with boxing, there’s a reason they only did Atlantic City, Madison Square Garden here and there, L.A. here and there, and Vegas. That’s where the money was. It was never about creating a brand. It was about pulling as much money as possible. We sell ‘Holy s---!’ moments throughout the night. You never want people turning off the TV and saying, ‘What a waste of time.’ When I was a huge boxing fan, that happened over and over again. We won’t do that.”

A centerpiece of the UFC’s calendar is UFC 290 in July, which will cap off International Fight Week and the UFC Hall of Fame ceremony. It briefly appeared that Jon Jones would defend the heavyweight title against Stipe Miocic on the card in Vegas, but that is now more likely to occur at Madison Square Garden in November.

“It will not be Jon Jones [in July], for sure,” says White regarding the UFC 290 main event. “We haven’t announced it yet.”

White’s promotion of Power Slap has also been newsworthy over the past week. He shared during the 288 postshow press conference that the Power Slap 1 event generated 3.2 million views on Rumble, a number that holds up yet still receives considerable skepticism.

The timing was not accidental. Only days later, Power Slap 2 was announced, which will take place at the Apex on May 24.

“This is going to be the first sport built on the internet,” says White. “The numbers show how big this is. People don’t f------ believe it. They think we’re bulls-----g them.

“And the second season is going to be even better on Rumble. We’ll be in Abu Dhabi. We couldn’t get everyone we wanted to compete into the U.S., but we can in Abu Dhabi.”

UFC’s next card airs tomorrow on ABC. While the latest slew of fights that White announced earlier this week lacks significant star power, there are still heavy hitters in Jones, Conor McGregor, Israel Adesanya, Islam Makhachev, Alexander Volkanovski, and Rose Namajunas expected to compete again this year. That list also includes Amanda Nunes, who fights next month, as well as Sterling, who is tentatively scheduled to defend his bantamweight belt against Sean O’Malley in August, though that fight has yet to be made official.

The success keeps multiplying for White and the UFC, with a chance to further integrate MMA into the mainstream with each passing month.

“My philosophy in business is never take no for an answer,” says White. “There has to be a way to figure out what you’re setting out to accomplish. We have a lot of great plans this year, and we’re going to make it happen.”

Cejudo on Jones: He’s a better competitor than he is a fighter

Cejudo came up just short in his loss against Sterling on Saturday at UFC 288.

Despite the hurt and frustration from the loss, it was fascinating to see Cejudo display such humility and grace during the postshow presser. He complimented Sterling, yet was clear about the amount of pain losing had on his ever-competitive soul.

Cejudo is likely to fight again. He remains one of the smartest people in the sport, helping train a number of the best, including Jones.

The next fight for Jones will be against Miocic, potentially in November. Cejudo believes that Jones is simply too versatile and powerful for Miocic.

“You’re asking too much from Stipe to win that fight,” says Cejudo. “As a man, he ain’t beating Jon. It just isn’t happening.”

Another potential opponent for Jones is surging heavyweight Sergei Pavlovich. But Cejudo also sees that fight being a one-sided affair.

“Pavlovich, he has an even worse chance,” says Cejudo. “He’s slower than Stipe. And Jon Jones is a better competitor than he is a fighter. That may be Jon’s specialty.

“That’s why we connect. Jon won’t come out to train with anybody unless he feels it’s worth it. He respects what I’ve done, and that’s why he’s come out and worked with me.”

Cejudo was particularly impressed with the way Jones dominated Ciryl Gane this past March, needing only 124 seconds to win by submission.

“That’s part of the intimidation that Jon brings,” says Cejudo. “Ciryl was intimidated. He respected Jon a little too much. He shot himself in the foot.”

Mansour Barnaoui will accept a rematch against Islam Makhachev … in Bellator

Barnaoui’s claim to fame is that he took Makhachev the distance in 2013. He looks to create a new highlight Friday evening at Bellator 296.

Barnaoui (20–4) takes an eight-fight win streak into a bout against Brent Primus, which is a quarterfinal bout in the Bellator Lightweight World Grand Prix.

“This is the opportunity I want,” says Barnaoui through an interpreter. “I am working to win here and get a title shot.”

A win against Primus (11–4), a Bellator former lightweight champion, would put Barnaoui directly across from reigning champ Usman Nurmagomedov in the next round of the tourney.

The fight a decade ago against Makhachev, which took place in Russia, certainly could have been scored in Barnaoui’s favor.

“It was very close,” says Barnaoui. “The decision is the decision. I can’t argue that. If Islam wants a rematch, he can come to Bellator, and I will give it to him.”

In addition to competing for M-1 in Russia, Barnaoui enjoyed success in a plethora of promotions, including KSW in Europe, Road FC in Asia, M-1 in Russia, then made his Bellator debut last October in Italy, where he submitted Adam Piccolotti at Bellator 287.

“It’s important to test yourself against fighters from all over the world, which I did,” says Barnaoui, who turned 30 last September. “And it brought me home to Paris for Bellator, the best promotion in the world.”

The Pick ‘em section:

UFC on ABC heavyweight bout: Jairzinho Rozenstruik vs. Jailton Almeida

Pick: Jairzinho Rozenstruik

UFC on ABC light heavyweight bout: Anthony Smith vs. Johnny Walker

Pick: Anthony Smith

UFC on ABC welterweight bout: Alex Morono vs. Tim Means

Pick: Tim Means

Bellator 296 middleweight bout: Gegard Mousasi vs. Fabian Edwards

Pick: Gegard Mousasi

Bellator 296 lightweight bout: Brent Primus vs. Mansour Barnaoui

Pick: Mansour Barnaoui

Last week: 2–3

2023 record: 49–30

Justin Barrasso can be reached at JBarrasso@gmail.com. Follow him on Twitter @JustinBarrasso.