Dana White offered Adin Ross some candid advice during his attendance at the streamer`s inaugural cage fighting event.
The UFC president was among the notable figures present at Ross`s Brand Risk Promotions event on Friday in Miami, coinciding with UFC 314. He witnessed a night of fights that were generally considered unexciting, including a knockout involving one of the Island Boys.
While White expressed a slightly more favorable view of Brand Risk compared to rival promotions, his advice for Ross moving forward wasn`t overly encouraging. Ross, primarily known for boxing showcases, ventured into kickboxing and MMA in a cage for the first time.
Dana White Advises Adin Ross to ‘Stay Out of This Business’
On Friday evening, Dana White went directly from the UFC 314 weigh-in ceremony to join Adin Ross at his Brand Risk Promotions boxing event. He observed influencers competing in a cage under amateur kickboxing rules in what was described as an unusual night of action.
He joined Hunter Campbell and boxing champion Teofimo Lopez at the commentary table. When Ross sought advice after finding his first cage fighting event challenging, White was not particularly supportive.
The UFC head responded by suggesting Ross should “stay out of this business, it’s not as easy as it appears.” Ross seemed to take the comment lightly, laughing it off and remarking to White that he “might have to revert to boxing.”
Dana White Acknowledges Brand Risk Promotions` Success Over UFC Competitors
Despite his somewhat negative personal advice, Dana White and Hunter Campbell both complimented Adin Ross on the show he organized during fight week. White pointed out that the viewership numbers surpassed those of competitors to the UFC in the MMA market, such as PFL and ONE Championship.
“Listen, you’ve put on a show,” White told Ross during a segment. “The venue is full, people are engaged, you`ve got half a million viewers online, Drake is contacting you about it—I’d say you’re doing quite well.”
“That’s more engagement than any of our competitors are getting right now. If you consider any of our competitors trying to challenge us, you’ve generated more interest than they have,” White stated.
Hunter Campbell supported this, noting that it was a factual statement that Ross achieved higher viewership, exceeding 120,000 concurrent viewers on Kick. “It’s genuinely factual,” he affirmed. “You currently have more viewers than any other organization attempting to compete with the UFC.”
