UFC Stars at Golden Globe Awards Called Pointless by Top MMA Insider: “None of This Sells”

UFC stars Mackenzie Dern and Brian Ortega's appearance at the Golden Globe Awards Ceremony gains scrutiny from Ariel Helwani.

UFC Stars at Golden Globe Awards Called Pointless by Top MMA Insider: “None of This Sells”

Ariel Helwani criticizes UFC's stunt at the Golden Globes (via X, Bloody Elbow)

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In recent years, the UFC has increasingly positioned its athletes alongside celebrities at major entertainment events. Fighters such as Conor McGregor and Ronda Rousey have attended major award shows and red carpets. However, the promotion’s presence at the 2026 Golden Globe Awards drew limited attention. Popular MMA insider Ariel Helwani recently pointed out the subdued response.

UFC sent strawweight champion Mackenzie Dern and featherweight contender Brian Ortega for a brief on-stage “security check” before introducing the cast of Canadian romance series Heated Rivalry. Their role was promotional, tied to the UFC’s broadcast partnership with CBS and Paramount+. Many observers saw the appearance as awkward and disconnected from the Golden Globes’ focus on film and television.

The segment was brief as Dern and Ortega were introduced and walked on stage to Stemm’s Face the Pain, surveying the crowd before nodding to each other and exiting moments later. Ariel Helwani criticized the stunt and described it as unnecessary. He also felt the promotional activity offered little value for the UFC. According to him, the moment passed quickly, leaving no lasting impression.

I’ll tell you what this sort of reeks of, we have seen this in the past. At the very beginning people have some time to think, they dont have event, they are like okay ‘what are ways that we could cross promote?’ So they come up with things like this. By year three, I guarantee you that they will come to the conclusion that none of this stuff matters or none of this sells. Ultimately, we will always sell the rivalries and our stories that’s what sells.

Ariel Helwani via The Ariel Helwani Show

This was not the first time the UFC’s Hollywood crossover efforts have come under scrutiny. Conor McGregor’s acting role in the Road House remake reignited debate about MMA’s place in the industry. The discussion resurfaced past remarks by legendary actress Meryl Streep questioning MMA as an art form. Those comments continue to frame skepticism around UFC figures entering film and television.

Other UFC fighters have also ventured into Hollywood with varying levels of success and recognition. Quinton ‘Rampage’ Jackson appeared in The A‑Team while still active in MMA competition. Georges St‑Pierre played the villain Batroc in Captain America: The Winter Soldier.

Meanwhile, British UFC legend Michael Bisping has appeared in Den of Thieves, Triple Threat, and Red Sonja, showcasing the growing presence of MMA stars in mainstream films.

Ariel Helwani has long been a prominent voice in MMA journalism, known for his critical yet informed coverage of the UFC. His reaction to the 2026 Golden Globe stunt reflects that perspective, viewing it as an unnecessary crossover that offered little value. Overall, the moment highlighted the challenges UFC faces when stepping outside the Octagon into mainstream entertainment.

Golden Globe Awards producer reacts to the UFC mishap

The UFC segment at the 2026 Golden Globes involved fighters Mackenzie Dern and Brian Ortega appearing on stage as mock “bodyguards” for presenters Connor Storrie and Hudson Williams. This moment was tied to the sport’s new broadcast partnership with CBS and Paramount+ and aimed to grab attention during the live awards show.

Brian Ortega and Mackenzie Dern at the Golden Globe
Brian Ortega and Mackenzie Dern at the Golden Globe (via X)

Producers of the Golden Globes later addressed the UFC segment following widespread confusion. They explained the decision as an intentional attempt to inject energy and modern crossover appeal into the broadcast. The idea was to align the ceremony with trending sports and entertainment brands. That explanation was offered in response to criticism surrounding the segment’s placement and purpose.

We were creating this party atmosphere. We were trying to not just present everything as traditional award shows would present them, maybe taking a few attention-grabbing moments and all, and UFC is obviously entering a new thing with CBS and Paramount+. So we basically decided to take two elements that are kind of hot right now. The ‘Heated Rivalry,’ it’s insane what kind of attention it’s getting right now. To juxtapose it with that and create this moment together, we thought it was a fun little moment.

Glenn Weiss via Deadline

During the presentation that followed, the stars of Heated Rivalry delivered their award segment with light-hearted banter unrelated to the UFC moment. The unusual placement of fighters before this presentation attracted commentary on the boundary between sports branding and entertainment events. Coverage emphasized that the cameo left many viewers confused about its relevance to the ceremony.

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