(Video) Former UFC Champion Aljamain Sterling Gets Asked to Put Away His Rum Collection Away at Media Day

Aljamain Sterling's attempt at promoting his beverage during UFC media event gets halted by an official.

(Video) Former UFC Champion Aljamain Sterling Gets Asked to Put Away His Rum Collection Away at Media Day

Aljamain Sterling (via X)

In Short
  • UFC CEO Dana White emphasized the promotion as a platform for fighters, but Aljamain Sterling was asked to remove his rum bottles during a media event.
  • Sterling is promoting his Jamaican rum brand, Funk Harbor Rum, as part of his entrepreneurial efforts beyond fighting.
  • The UFC's inconsistent enforcement of promotional activities raises questions, as other fighters have successfully showcased their brands at press events.

UFC CEO Dana White has consistently framed the promotion as a platform for fighters to build their names and grow into marketable athletes. He has also leaned on that stance when addressing ongoing criticism around fighter pay, emphasizing opportunity. However, when Aljamain Sterling attempted to promote his Jamaican rum during a UFC Vegas press conference, the bottles were promptly put down.

Sterling has taken steps into entrepreneurship with his Jamaican rum brand, Funk Harbor Rum. The product is positioned as a Caribbean-inspired spirit that reflects his heritage, with a focus on traditional Jamaican distillation methods and bold flavor profiles. Sterling has promoted the brand across his social media platforms and public appearances as part of his efforts to build a business identity beyond fighting.

As Sterling continues his run in the featherweight division, he is now scheduled to face Youssef Zalal at Apex on April 25. During recent media day obligations, Sterling engaged reporters as he answered questions about his upcoming bout, with two bottles of Funk Harbor Rum placed beside him. However, the former bantamweight champion was asked by an official to remove the bottles.

Since launching Funk Harbor Rum, Sterling has consistently promoted the brand across appearances and even incorporated it into his trash talk.

The former champion notably called out Movsar Evloev after ‘Funkmaster’ pulled out of their scheduled UFC 307 bout due to injury, promising to send him a bottle after a future win. However, that scenario never materialized, as Evloev later handed Sterling a unanimous decision loss at UFC 310.

What stands out is how the UFC appears to have diverged from past practices, raising questions about overall consistency in enforcement. Fighters like Conor McGregor have showcased Proper No. Twelve at press conferences, while Dustin Poirier has promoted Poirier’s Louisiana Style Hot Sauce during media appearances, making the handling of Aljamain Sterling’s situation appear different.

While the moment reflected a sudden shift in enforcement, Aljamain Sterling remains focused on his upcoming bout against Youssef Zalal. The former champion has also made his ambitions clear, targeting a future title fight against Alexander Volkanovski. As he continues his run at featherweight, Sterling’s priority stays inside the Octagon, with championship aspirations guiding his next steps forward.

Aljamain Sterling weighs in on Merab Dvalishvili’s future

The close bond between Aljamain Sterling and Merab Dvalishvili has been a defining aspect of their careers, built through years of training together at Serra-Longo Fight Team. The two have consistently supported each other’s rise in the UFC while developing their skills. That connection has also led both fighters to publicly refuse to face one another in competition, despite competing in the same division.

Aljamain Sterling talks about pre wedding plans with Merab Dvalishvili
Aljamain Sterling talks about pre-wedding plans with Merab Dvalishvili (via MMA Fighting)

Dvalishvili had an eventful 2025, successfully defending the bantamweight title three times and positioning himself to break the record with a fourth defense at UFC 323. However, that momentum was halted when he suffered a loss to Petr Yan, bringing an end to his dominant run at the top of the division. However, Sterling has recently outlined the adjustments needed for the Georgian to win back the title.

Now, they’re 1–1 against each other. I think the adjustment he has to make is getting back to being more like himself. The first time he fought Petr Yan, he shot within the first 15 seconds. This time, they were exchanging jabs on the feet for three minutes. I think he kind of got himself a little tired.

Aljamain Sterling via Home Of Fight

Merab Dvalishvili is currently recovering while dealing with a broken nose, as he regroups following the setback. On the other side, Petr Yan is also sidelined as he recovers from a lumbar injury sustained in a recent competition. With both fighters on the mend, it remains to be seen whether ‘The Machine’ can reclaim the title in a potential trilogy bout.

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