Dana White throws brutal shade at UFC opponents: "Got more s*** going on"

UFC CEO Dana White is never one to mince words, and he just unleashed a scathing takedown of rival combat sports promotions during a surprise appearance at an influencer event. Known for delivering edge-of-the-seat spectacles that keep fans glued to the UFC, White has spent decades cementing the promotion as MMA’s undisputed king.

But with upstarts like BKFC, GFL, and influencer-driven leagues luring fighters and viewers, the battle for combat sports supremacy is heating up. White, however, isn’t sweating—instead, he’s throwing punches from the commentary booth.

Dan White’s fiery roast

The UFC boss stole the spotlight during a combat sports event hosted by streamer Adin Ross, a close friend whom White once gifted $630,000 after a Vegas casino mishap. As Ross’s event buzzed with viral KOs and celebrity shoutouts (Drake even tuned in), White and UFC COO Hunter Campbell hopped on commentary—and didn’t hold back.

“You’ve got the place packed, half a million livestream viewers, Drake hitting you up… I think you’re doing okay,” White quipped to Ross. Then came the haymaker: “That’s more than every other one of our f****** competitors got going on. You’ve got more s*** happening here than they do.”

Campbell doubled down, adding: “That’s a factual statement. You’ve got more viewers than anyone trying to compete with the UFC.”

The dig wasn’t subtle. Dana White likened rival promotions—starved for mainstream attention—to Ross’s influencer spectacle, which blended chaos and casual appeal. While BKFC and PFL chase UFC’s shadow with niche cards, White argued even an internet personality’s sideshow outdraws them.

Why this might burn UFC’s rivals

White’s jab cuts deep because it’s rooted in reality. The UFC’s pay-per-view dominance is unmatched (UFC 314 drew 1.2M buys), while Bellator and PFL struggle to crack 300K viewers on average. Ross’s event, though smaller, symbolizes a shifting landscape where viral moments trump traditional marketing. By aligning with influencers, White subtly taunts rivals clinging to “legacy” strategies.

The UFC’s secret sauce? Relentless innovation. From slap-fight spinoffs to embedding stars like Darren Till in crossover events, White’s playbook adapts to trends faster than competitors can copy them.

“We’re not just fighting—we’re entertaining,” he’s often said.

Influencer Events: Threat or distraction?

Ross’s show, featuring brawls and meme-worthy knockouts, highlights a growing trend: combat sports as content-first entertainment. While purists scoff, Dana White sees opportunity. His presence at Ross’s event wasn’t just loyalty—it was a power move. By endorsing influencer leagues, he frames the UFC as the only “serious” promotion, relegating others to amateur hour.

But critics argue this blurs the line between sport and spectacle. When a streamer’s card rivals pro leagues in buzz, does it devalue MMA’s legitimacy? White’s answer:

“Who cares? Fans are watching.”

What’s next for UFC’s throne

White’s trash talk isn’t just ego—it’s strategy. By mocking rivals’ relevance, he deflects from UFC’s own challenges (fighter pay disputes, Conor McGregor’s hiatus). Meanwhile, BKFC’s viral rise and PFL’s $100M ESPN deal prove the underdogs aren’t folding.

Yet Dana White’s confidence is unshaken. As he told Ross mid-commentary: “Keep doing you. These clowns ain’t catching up.” For UFC’s rivals, that’s a knockout blow they’ll struggle to recover from.