The UFC isn’t taking issue with Colby Covington’s trash-talking, with company president Dana White stating the UFC is “all about free speech.”
- Covington’s brand of trash-talking basically involves denigrating every other MMA fighter he can potentially fight. With full knowledge of this, White wasn’t worried about any backlash and expected everything that happened during the pre-fight build-up with Tyron Woodley.
- White, however, drew the line when it came to the Conor McGregor-Khabib Nurmagomedov smack talk for UFC 229 in 2018. McGregor insulted Khabib’s father, race and religion to hype up the bout, but the pent up tension resulted in a post-fight melee. White calls that moment “the darkest one ever.”
- The rivalry between Nurmagomedov and McGregor turned out to be a lucrative venture for the company. To this date, UFC 229 remains to be the highest-selling pay-per-view event in history with 2.4 million buys in the United States alone.