Adin Ross may be one of the internet’s most influential streamers, but his goals go far beyond the digital realm. Over the past year, he’s established Brand Risk Promotions, a crossover boxing endeavor including popular content creators, and organized a number of events, the most recent of which was Brand Risk 006, held in Miami. The show aired live on Kick, drawing Ross’s huge online audience once again. Confident in his success, the 23-year-old boldly addressed his growth intentions, saying, “We’ll probably do a venue out there. I’m still tryna learn. Pick up a couple things. Who knows, maybe I’ll work with the UFC?” The tone was hopeful, as Ross was genuinely interested in upping his promotional game. However, that is when UFC Chief Business Officer Hunter Campbell and Dana White stepped in with a dose of reality.

When Ross mentioned his plans to conduct events overseas, Campbell promptly responded, “Gonna go to Columbia? It’s very expensive to do shows overseas, Adin Ross. It’s very expensive.” Others laughed, and Ross threw up his hands in frustration. “F—! I am staying in America,” he said. Campbell smirked and gave out a savage reply that would’ve crushed any hopes the social media star had: “I’d stay in the warehouse. I like your Apex strategy.” The parallel to UFC’s own small-scale Apex structure may have sounded flattering, but it also hinted that Ross could be better off keeping things basic and grounded for the time being.

Later in the evening, Ross attempted to bridge the gap between his influencer boxing world and the UFC’s elite product. “My event here, your event tomorrow—we’re in the same boat,” he said, hoping to get some validation from Dana White himself. However, the UFC CEO did not bite. While watching a fight from the Brand Risk card, he looked at a fighter and questioned, “This guy in the black shorts, has he ever fought before?” It was the type of moment that conveyed everything without saying much. The head honcho was unimpressed, and it highlighted how far Ross’ events had to go before being considered serious competition—or even worthy of expansion. Outside of the UFC, Adin Ross received criticism from the influencer boxing community. After stating that someone from KSI’s Misfits promotion criticized his efforts, Ross accused them of being “scared” of Brand Risk’s growing status. But KSI laughed at the idea in a YouTube video, claiming he didn’t even know Ross’s brand by name. “I wish him the best.  Keep doing those events, man,” he said.

Despite the rejections and setbacks, Ross remains determined to stay behind the scenes. “I want to be the next Dana White,” he told MMA Junkie. “I’ll make the fights—I don’t think I’d ever get in there.” For the time being, however, bridging the gap between influencer excitement and MMA legitimacy is proving more difficult than anticipated. But he will have the support of Dana White by his side; after all, the two became really good friends right after their first meeting, where the head honcho gave Adin Ross a $630,000 gift!

Dana White’s generous act for Adin Ross right after first meeting

Adin Ross, who was attempting to mimic Dana White’s success, couldn’t have wished for a better start—or a better mentor. Although the UFC CEO rejected Ross’s event with light-hearted jabs and unimpressed looks, there’s no denying that the two have a tight relationship. That link existed long before Brand Risk 006 or any discussion of international expansion. In fact, it began in the most Vegas way possible—at a casino, with Ross losing an astounding $600,000. Dana White, who had just met him for the first time, stepped in with what Ross described as the most generous first impression possible: a $630,000 bailout.

Ross stated in an interview with Fred Talks Fighting that the UFC head honcho has always been a strong supporter of his work. “Dana has been such a supporter in everything I’ve done… He meets me for the first time, he bails me out, and he gives me $630k… The first time I met Dana White, he gave me $630,000.” The streamer couldn’t stop himself from marveling at the moment, which was equal parts amazement, awe, and deep respect. While many people may blame Adin Ross for getting into such trouble in the first place, what stayed with him was not the loss, but the loyalty. That single act elevated White from a business hero to a personal mentor.

The controversial star has now made it clear that Dana is more than simply someone he admires professionally; he regards him as someone who is actually worth learning from. And this is not a one-time gesture. Since their first encounter, Dana White has gone out of his way to offer Ross respect and inclusion, often placing him cageside at UFC events and even seating him next to US President Donald Trump at UFC 314. That amount of access is not purely symbolic; it is strategic. White, a master of adapting to the trends, obviously sees Ross and other social media titans as the future of sports media. In exchange, Adin Ross has become one of White’s most vocal supporters, both publicly and behind the scenes. But what do you think? Will he be able to emulate the same level of success as his mentor? Let us know in the comments.