Lorenzo Fertitta, the calculating mastermind behind his brash mouthpiece, Dana White, played UFC fans like a concert violinist in a Brooks Brothers suit this week. Specifically, he intentionally ignored the existence of Dennis Siver during the advertising buildup for his fight against Conor McGregor at UFC 182. According to Brent Brookhouse of Bloody Elbow, the master strategist “suggested that the entire idea of mostly ignoring Siver [was] . . . a bit of a plan.”
“It was kind of just a taste, and also we just wanted to get you guys pissed off and riled up.” Fertitta told MMA Junkie. “I think it’s worked well. It’s got people talking.”
The plan couldn’t have worked better: it probably upset at least a few fans who were dismayed over the lack of coverage of a fighter they haven’t been told much about. But Siver is an enormously accomplished UFC fighter, a fact that should become public knowledge as the UFC changes tactics during the coming days.
“It was a teaser,” Fertitta continued. “When you start to see the promos this week, it will all be about the fight, Dennis Siver and what he’s accomplished.” That will be helpful, given that some fans may still not know who McGregor is fighting.