For years, corporate media and political activists have tried to push professional sports deeper into partisan territory. Fans have watched leagues transform games into cultural debates, complete with messaging campaigns, symbolic protests, and lectures about politics.
But when CBS attempted to pressure UFC CEO Dana White into adopting that same approach, the longtime fight promoter responded with a blunt answer that perfectly captured his philosophy.
Just two words.
“Be authentic.”
White delivered that response during an interview with CBS correspondent Luke Burbank on CBS Sunday Morning, where the journalist suggested that White’s public friendship with President Donald Trump might alienate part of the UFC audience.
The implication was clear. According to the familiar media script, successful public figures should stay politically neutral or distance themselves from controversial allies in order to protect their brand.
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