Here’s what he said:
“It’s done great to establish itself as a brand, but in comparison with us, it doesn’t resonate with me just because I’m a storyteller. I enjoy the story that we can tell in the ring and like I said, I think we do it better than everyone. It truly has marketed itself extremely well. It has fantastic exposure. There’s no denying the athletic ability that it takes to step into the Octagon. It’s not something I could do. I’m not taking anything away from anyone in the UFC, because their success speaks for themselves but as far as it resonating with me, it’s just not something I’m a fan of.”
That’s completely fair, obviously, but lots of MMA fans are going to be mad.
Something the UFC lacks is storytelling ahead of most of its fights. Whenever they do it, with fights like Ronda Rousey vs. Bethe Correia or Tito Ortiz vs. Ken Shamrock, it does crazy business but they don’t do it frequently.
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