Apart from that, White is staunchly against co-promotion or cross-promotion. One of the reasons why Fedor Emelianenko’s deal with the UFC didn’t work out was because he wanted a co-promotion, which the UFC deemed as impossible. Had it gone through, his debut would have been a Heavyweight Championship fight against then-champion Brock Lesnar.
Speaking on the Weighing In podcast, McCarthy explained why Dana White isn’t supportive of cross-promotion (H/T BJPenn.com):
McCarthy explained that the fact that it damages their product and their ability to market their fighter is a reason why he can’t blame Dana White.
Before that, McCarthy admitted that it’s the best thing for the fans to see cross-promotion, something that Bellator President Scott Coker is a big fan of. He said that the promotions need to discuss the political side of things and do what’s best for the fans. However, that doesn’t look like it’s going to be happening on UFC’s part anytime soon.
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