A Dana White video calling out specific journalists by name that questioned him for coming back too soon amid the COVID-19 pandemic to put on shows has disappeared from the promoter’s timeline. The curious case of the missing video, which seemed edited specifically to throw shade at his naysayers is no longer available.
White’s video took a victory lap for the company’s successful 2020 amid a pandemic where people lost their lives. Despite this, White exults his company for persevering through a tough time in the history of the world.
A lot of the statements made by journalists and pundits that showed up in the almost 5 minute video seem to have come prior to the UFC’s first event or immediately after their events in May 2020. This was at a time when COVID-19 restrictions were still evolving. Yet, White took it personally and called out almost every mainstream outlet for doubting him.
Restrictions were put in place to ensure that athletes were safeguarded throughout. No doubt the UFC did not just rest at yelling at the media to make its point. The company put together protocols to ensure social distancing as well as testing so that athletes and their corners did not have the coronavirus. Interesting enough, highlighted in the video were strict measures that occurred on Fight Island. The UFC seemed to adopt these measures as if they had paid for it. But, as we know, Abu Dhabi Tourism Board paid for the COVID-19 measures. In July, upon the company’s return to the country, the red carpet was rolled out as the country tries to bring tourism to the area.
The disappearance of the video is unbecoming of White who usually does not care what the media thinks. And, in fact, made it clear that he doesn’t. As he indicated in campaign-esque voiceover in the video:
“I’m not afraid of the media. Why should anybody listen to the media? Who are these people? What makes them experts? What have they ever accomplished? They criticize me for even trying to find a way forward because it’s easy to criticize from the sidelines when you risk nothing and do nothing. But we need to fight this thing. Step up. Instead of panicking, let’s find solutions,”
“The media are not in the news business. They’re in the clickbait business. They think negativity sells and gets clicks so that’s what they deliver. Negativity is their product. But I’m not going to let that stop us. Any time there’s great success, it’s surrounded by negativity, but here’s the reality. None of the media people know anything about this business.”
So what happened?
I do not know the actual date that the video, which was released on December 22, 2020, was taken down by White or someone working on behalf of White, but my suspicion is that it happened around January 6th. On that date, Trump supporters, fueled by an ousted President that cannot accept failure despite having many, stormed the U.S. Capitol building. As a result, one police officer was killed by the domestic terrorists.
As a brand, the UFC could not be associated with Trump and his ‘death to mainstream media’ mantra. With the company airing on network television in 10 days, it appeared that the company pulled the plug on the propaganda damning the media. This is my speculation, but with the aftermath of the insurrection at the Capitol, its hard to puff out your chest and be a Trump supporter knowing that his supporters attempted a coup.
What does this say about taking down a video that unabashedly called out the media? Everything. It’s an unfortunate showing of bravado by the promotion that did so well in 2020, but had to pat itself on the back and rub it in people’s faces. It also shows that discretion is the better part of valor. While White has every right to be mad at the media, he followed his buddy’s (i.e., Trump) example of going after people. And, it looks bad.
My speculation is that the UFC will attempt to disassociate from Trump as information about his presidency will be revealed. Recall that the UFC ran a video with Trump upon its first PPV back from the pandemic. There were also scenes of White riding with Trump on campaign stops. Not to mention his return to stump for him at the Republican National Convention. Also, White and UFC fighters attended a fundraiser for him in Vegas.
White’s allegiance to Trump will likely be downplayed as we head into 2021. But, we should all remember where he stood when history was made. 2020 was a great year for the UFC, but we should probably remember how the company allowed White to act at the end of it.
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