Aljamain Sterling Reveals The Mishap Behind The UFC Removing Liquor Brand From Press Conference Table

Former UFC bantamweight champion Aljamain Sterling reveals the reason behind the UFC removing his Fun Harbor rum at UFC Vegas 116.

Aljamain Sterling Reveals The Mishap Behind The UFC Removing Liquor Brand From Press Conference Table

Aljamain Sterling's rum brand (via Reddit)

In Short
  • Aljamain Sterling's rum brand, Funk Harbor, was removed from the UFC Vegas 116 press conference despite prior approvals.
  • Sterling expressed frustration over UFC staff's intervention, noting he had showcased his brand at previous events without issue.
  • The incident highlights ongoing tensions between UFC control and fighters' marketing freedoms, particularly regarding personal branding.

UFC fighters seldom use the promotion to market personal products, though Conor McGregor and Dustin Poirier built whiskey and hot sauce brands. The promotion often allows fighters to showcase businesses during press conferences and media events.

However, Aljamain Sterling’s Funk Harbor rum was removed from the UFC Vegas 116 press conference. Sterling has now explained the situation from his perspective.

Sterling’s “Funk Harbor” is a Jamaican-style rum brand he created as part of his expansion into the spirits business outside MMA. The brand includes both silver and aged dark rum expressions, produced in small batches and inspired by traditional Caribbean rum-making methods. The former champion has presented it as a premium product tied to his cultural roots, with production focused on Jamaican-style distillation.

Sterling attended the UFC Vegas 116 presser as the main event fighter against Youssef Zalal. During the pre-fight media session, he displayed two bottles of his “Funk Harbor” rum while answering questions. A UFC official later intervened and asked the former bantamweight champion to keep the bottles out of view. This moment led Sterling to recently explain the backstory behind what happened.

They were like ‘Yeah, it’s not a sponsor’ and I’m like ‘I’ve been doing this for the last few fights!’ I’ve only had one incident with one of the workers. I was the champ at the time and they were trying to violate me. ‘Yo bro, nah, we’re not doing that’.

Aljamain Sterling via The Ariel Helwani Show

However, UFC Vegas 116 was not entirely disappointing for Aljamain Sterling, as he secured a dominant performance victory over Youssef Zalal in the main event. Following the win, ‘Funk Master’ used his post-fight moment to call out featherweight champion Alexander Volkanovski for a potential title shot. He also acknowledged that he would not object if Movsar Evloev were given the opportunity instead.

Sterling has often explained that he started the Funk Harbor brand out of personal passion rather than just business ambition. To help shape the business side of the venture, he also studied examples from other fighters who had built successful alcohol brands. One of those influences was Conor McGregor, who developed Proper No. Twelve whiskey and later expanded into Forged Irish Stout.

These actions around Sterling’s branding contrast with UFC CEO Dana White’s view that the promotion helps fighters become successful and marketable. White has often said UFC exposure is meant to grow athletes’ personal brands and businesses. Sterling’s rum being restricted at UFC Vegas 116 challenges that idea. Overall, the situation highlights tension between UFC control and fighter marketing freedom.

Aljamain Sterling supports UFC legend’s stance on fighter compensation

The UFC often faces criticism over fighter pay and compensation, with debates about how revenue is distributed to athletes. These concerns frequently resurface during major events and contract talks. UFC CEO Dana White usually becomes the focal point of these discussions. He often defends the organization by stating the UFC is a base for fighters to grow and build their careers.

Aljamain Sterling
Aljamain Sterling (via Bleacher Report)

Former UFC featherweight champion Max Holloway recently spoke out on fighter pay, calling for athletes to consider unity to improve compensation. He suggested collective action could help fighters push back against current pay structures. Holloway also said that fighters in need are less likely to speak out. Sterling later reinforced this view, linking financial pressure to limited bargaining power.

They don’t get it… You guys are cutting out each other’s legs, it’s a crabs-in-a-barrel mentality. But I understand when you’re broke, you’re willing to do anything, and that’s the mentality that has to change.

Aljamain Sterling via The Ariel Helwani Show

Criticism over UFC fighter pay has intensified recently following the organization’s $7.7 billion media and streaming rights deal with Paramount+. The scale of the agreement has reignited discussions about how revenue is distributed compared to athlete compensation. Sterling’s comments and stance on fighter compensation further align with broader concerns about how athletes are rewarded.

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