Dana White’s UFC Gets Called Out for Profiting Off Ilia Topuria and Conor McGregor’s Lowest Moments

Popular MMA insider questions Dana White's decision to sell memorabilia from the losses of UFC's biggest superstars.

Dana White’s UFC Gets Called Out for Profiting Off Ilia Topuria and Conor McGregor’s Lowest Moments

Dana White called out for selling Conor McGregor and Ilia Topuria stools (via MMA Fighting, Yahoo Sports)

UFC CEO Dana White has consistently emphasized fan engagement by introducing new experiences beyond fight nights. That approach led to the launch of the UFC Collectibles website. MMA Insider Ariel Helwani has now criticized the promotion for listing fighter memorabilia connected to losses of some of the top fighters.

The UFC Collectibles website is the promotion’s official marketplace for authenticated fight memorabilia and event-used items. Fans can purchase signed gloves, fight-worn apparel, event posters, canvas pieces, and Octagon equipment. Each collectible is authenticated and officially licensed by the UFC.

Ilia Topuria‘s corner stool from his UFC Freedom 250 loss was recently sold through UFC Collectibles for $13,700. Meanwhile, Conor McGregor‘s fight-used corner stool from UFC 329 is currently listed at $2,525 while the auction remains active. Helwani criticized White and the UFC for profiting from memorabilia tied to fighters’ defeats and difficult career moments.

I actually think that it is a little disrespectful that the UFC is selling this. The low moment of a superstar right? This is the moment where it all came crashing down. This is the moment where he quit, I find it weird. I would imagine at least like donate at the charity, you are literally capitalizing on the guy’s lowest moment. It’s a real weird move for me.

Ariel Helwani via his YouTube channel

Topuria suffered the first loss of his professional career against Justin Gaethje at UFC Freedom 250, losing the lightweight title. His corner stopped the fight after the fourth round, ending his unbeaten record by TKO. The stool sold by UFC Collectibles was the one the Georgian-Spanish superstar sat on before the corner stoppage.

The controversy gained attention despite the UFC selling event-used memorabilia for years through its collectibles platform. Paddy Pimblett claimed he bought Topuria’s $13,700 corner stool to mock his longtime rival. However, the actual buyer later revealed she purchased it to prevent anyone from using it against the former champion.

McGregor’s corner stool has also drawn attention because it is tied to his UFC 329 return after a five-year layoff. He suffered a knee injury against Max Holloway and lost in under two minutes. The Irishman repeatedly sat on the same stool between medical checks because he struggled to stand without support after the injury.

Dana White is also an avid UFC trading card collector beyond event-used memorabilia. He has previously revealed that he owns several rare cards and closely follows major releases within the hobby. His interest reflects the UFC’s continued expansion into licensed collectibles and memorabilia.

Ariel Helwani has never hesitated to criticize Dana White and the UFC over decisions involving the promotion. He has also repeatedly questioned White’s recent level of involvement and interest in the UFC’s day-to-day operations. His latest criticism over the collectibles controversy continues a long-running pattern of publicly challenging the UFC CEO.

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Dana White reveals why he was relieved to avoid heavyweight superfight

Fedor Emelianenko dominated the heavyweight division with elite sambo, knockout power, and remarkable composure inside the cage. He remained unbeaten for nearly a decade while defeating many of his era’s best heavyweights. Emelianenko retired in 2023 after losing to Ryan Bader, finishing his career with a 40-7 record.

Brock Lesnar joined the UFC in 2008 after transitioning from professional wrestling and quickly became a major heavyweight star. He defeated Randy Couture to win the heavyweight title before losing it to Cain Velasquez at UFC 121. Lesnar later returned for one final UFC fight against Mark Hunt at UFC 200 before leaving MMA.

Dana White's UFC Freedom 250 numbers revealed
Dana White’s UFC Freedom 250 numbers revealed (via LA Times)

Dana White was the UFC President during Fedor Emelianenko’s prime years and made multiple attempts to sign him. He previously admitted regretting that a superfight between ‘The Last Emperor’ and Lesnar never happened. However, the UFC head honcho recently revealed he was relieved the matchup did not materialize.

We never got a deal done with Fedor but when me and Lorenzo [Fertitta] got on the plane and left wherever the hell we were, we looked at each other and said thank god they said no. Because we offered him so much money. You get in that room, and you’re just trying to get the deal done. We didn’t fly all the way out here for nothing. Let’s get this deal done. We wanted to do him versus Brock Lesnar at the time. But I don’t regret it. That’s the only fight off the top of my head I can think of that we didn’t make and we wanted to and we tried to.

Dana White via The Pivot

The Fedor Emelianenko signing remains one of the UFC’s biggest missed opportunities. Joe Rogan revealed Dana White faced difficult negotiations involving Russian figures and concerns about the Russian mafia. Despite those efforts, Emelianenko never joined the UFC, leaving the Lesnar superfight unrealized.

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