Former UFC contender and new BKFC signee Darren Till has accused UFC CEO Dana White of becoming disengaged from the sport and criticised the promotion’s current output, including its use of artificial intelligence in promotional material.
Till, who was once one of the UFC’s leading UK stars between 2017 and 2020, made the comments during an interview with Ariel Helwani, as he reflected on his departure from the organisation and his transition to other combat sports, including bare-knuckle boxing.
“I just think Dana’s ego is getting a little bit too much out of control,” Till said. “I think he’s totally switched off from the UFC. I don’t even watch the UFC no more, really. I couldn’t tell you half the people who fight on it. The events just aren’t juicy no more. I think they’ve got very few stars left,” he said, according to the interview.
Till also criticised the relationship between White and the media, suggesting that press conferences lack accountability. “And I’m pissed off, to be honest, with the media side of things,” he continued. “Every time Dana is in a scrum, it’s like these reporters are scared to say the real thing. And when they do ask questions, Dana is sort of like, ‘Who gives a s–t?’ We give a s–t! I give a s–t, so give us a f–king answer, baldy. And just get your ego, take your ego away. I’m sorry to slag him … We give a s–t, so give us some f–king answers. What are you on about, ‘Who gives a s–t?’ It just annoys me. It’s just too much ego,” he said.
The 32-year-old further pointed to what he sees as a decline in the UFC’s promotional storytelling, comparing current output to past high-profile build-ups. “When have you seen the UFC when they were doing them promos before? Where you’re waiting in the arena and I come up on the screen … there’s airy music behind it and it’s like ‘I’m gonna kill this guy.’ He’s gonna kill me, and we both walk out. Where’s all the promos gone? The Holly Holm vs. Ronda Rousey where they had classical music behind it and we watched Ronda Rousey grow in judo and lose in the Olympics. Where’s the Jon Jones vs. Daniel Cormier where it’s fighting demons? Where have they gone?” he said.
Looking ahead, Till indicated he plans to prioritise promotional storytelling in his own future bouts, particularly as he prepares for a potential fight with Mike Perry. “Because when I’m running on the treadmill and I need a bit of motivation, I watch that s–t,” he said. “And when Mike Perry and I fight in Bare Knuckle, I’m going to sit down with David [Feldman] and Conor [McGregor] and go, ‘Right, we’re doing the promo to end all promos. Where’s all that gone? Where’s the Jose Aldo vs. Conor McGregor promo gone? And you’re just sat there saying ‘Who gives a s–t?’ We give a s–t you fat headed pin,” he said.
The UFC has previously indicated that its use of AI-generated promotional content will continue, as the organisation maintains its current production strategy despite criticism from some fighters and fans.
Till’s comments come amid broader discussion around the UFC’s presentation and leadership, with questions continuing over the promotion’s direction despite its ongoing commercial success.
