Dana White’s tactic to promote ‘stars’ instead of champions in the UFC has been revealed! The promotion has come under scrutiny for issues surrounding fighter pay. According to reports available online, the UFC, when compared to other major sports leagues in the US, falls far behind when it comes to sharing revenue with its athletes. However, there are names like Conor McGregor who highlight the fact that ‘stars’ in the UFC, get compensated more than champions!

As such, in a stunning revelation, Chael Sonnen, former UFC middleweight contender, shed more light on why a promoter like White would choose to invest in ‘stars’ that guarantee viewership and revenue for the promotion! His statements provide an interesting look at the dynamics involved in Dana White’s tactics in handling such situations.

Dana White and his promotional tactics unveiled by Chael Sonnen 

According to Sonnen on his YouTube channel, “If you have a fan base that brings in money, if you have something that can be monetized, you’re going to get a piece of that something, the end. And that doesn’t start out at the beginning, a promoter has just got to get a show.”

He emphasized that the process begins with a promoter bringing something unique or captivating to the market, showcasing differences or superior qualities. The goal is to engage specific demographics, building interest and convincing them to invest time and money in the showcased product.

This repetitive cycle, accomplished numerous times to fulfill TV obligations, aims to identify and elevate stars who can bring a significant audience along. The UFC veteran further went on to state, “If he doesn’t bring enough of them, he goes out of business. And that’s generally what happens.”

Alternatively, according to Sonnen, new ‘stars’ might secure an existing audience, but they often face the challenge of negotiating payments, with a promoter like White having to pay a higher fee in exchange for their services.

In essence, the UFC’s payment dynamics under Dana White are intricately linked to a fighter’s ability to attract and retain a dedicated fan base, with financial success contingent on the marketability and appeal of the individual within the sport. As such, ‘stars’ with a larger following and the ability to draw more eyes to the sport may receive more compensation than champions who lack the same.

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And in light of Sonnen’s statements, here’s a look at the staggering difference in pay for a ‘star’ making his UFC debut compared to a champion who had multiple title defenses!

The difference in payout for a champion vs. a debuting star under White

Recently unsealed UFC antitrust lawsuit documents unveiled the “likely full payouts” for 33 former UFC champions between 2011 and 2016. According to a report shared by Bloody Elbow, while the internal report didn’t disclose fighters’ names, it included the number of bouts each fighter had in the UFC and the count of fighters receiving such payouts, facilitating the identification of top earners.

CM Punk, making his debut in 2016, stood out as he reportedly earned $1.04 million for his time in the promotion! This stands in stark contrast to former flyweight champion and all-time MMA great, Demetrious “Mighty Mouse” Johnson. Despite his record with 11 consecutive title defenses, he never earned more than $350,000 for any listed title defense!

Johnson eventually left the UFC in 2018 as part of a trade to ONE Championship that saw Ben Askren join the UFC instead. But the disparity in earnings between different fighters, particularly contrasting the debutant CM Punk and the accomplished champion, ‘Mighty Mouse’, highlights Sonnen’s statements about the UFC and Dana White’s choosing to invest in stars rather than champions!

What do you make of Sonnen’s assertion about Dana White’s promotional tactics for UFC fighters? Share your thoughts in the comments below! 

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