In the world of mixed martial arts, where rivalries often play out inside the octagon, one of the most enduring and bitter conflicts has unfolded far from the cage: the nearly decade-long feud between UFC president Dana White and famed journalist Ariel Helwani. What started as a mutually beneficial collaboration has turned into a public war of words, bans and behind-the-scenes sabotage that captivates fans and media alike. With White hinting at reconciliation, the saga is showing signs of possibly reaching a turning point – or at least a dramatic finale.
The Honeymoon Phase: Building an Empire Together
Helwani, a Canadian-American journalist, entered the MMA scene in the mid-2000s. After an internship at HBO and stints at AOL and NBC Sports, he launched The MMA Hour in 2009, quickly establishing himself as the sport’s premier interviewer. White, the brash Boston native who co-founded the UFC and turned it into a global powerhouse, saw in Helwani a perfect ally: a sharp, connected reporter who could amplify the promotion’s story without unnecessary friction.
Their early collaboration was symbiotic. In 2011, White Helwani personally flew to Las Vegas for an exclusive interview to prevent ESPN’s Josh Gross from breaking news about the UFC’s acquisition of rival promotion Strikeforce. The two exchanged family photos, shared laughs and built a bond that benefited both. Helwani’s platform helped elevate UFC stars, while White provided scoops that cemented the journalist’s reputation as an insider. As Helwani later reflected on his show, “We were pretty close.”
This dynamic has fueled the growth of MMA for years. Helwani’s reporting on MMA Fighting (then under SB Nation) and later Fox Sports positioned him as the go-to voice, while White’s unfiltered style made for must-see TV. Fans tuned in for the chemistry, not the conflict.
The breaking point: UFC 199 and the lifetime ban
The split came quickly and spectacularly on June 4, 2016 at UFC 199 in Los Angeles. Ever the scoop, Helwani told two big stories that night: Brock Lesnar’s triumphant return at UFC 200 and Conor McGregor’s rematch with Nate Diaz at UFC 202. The announcements were intended as UFC-orchestrated surprises, complete with promotional fanfare. Instead, Helwani’s Twitter bombs stole the thunder, infuriating White and the promotion’s brass.
Security escorted Helwani, along with MMA Fighting colleagues Esther Lin and Casey Lyons, from the arena halfway through the event. Their press credentials were confiscated and White declared a lifetime ban: “As long as I’m here,” he said, later adding that Helwani “could cover any events he wants, he just can’t have any credentials.”
UFC spokesman Dave Sholler cited “professional standards” and urged journalists to contact the promotion for comment before publishing. But White’s personal animosity was clear; in a heated exchange backstage, he accused Helwani of being “too negative” and ruining deals, including one that was reportedly jeopardized by Lesnar’s camp.
The backlash came immediately. MMA Fighting’s parent company, Vox Media, sided with Helwani, calling the ban “retaliatory.”
Helwani, emotional during an MMA Hour after the incident, said he was called to White’s office: “Dana just tells me, ‘You’re gone. Go away. You’re done… Go to Bellator.'”
The ban was lifted just two days later amid public outcry, but the damage was irreparable. What was once a friendship had become toxic.
Escalation: Roadblocks, insults and ESPN drama
The 2016 incident was just the spark. In the following years, the feud completely ignited. When Helwani joined ESPN in 2018 — amid a lucrative $1.5 billion UFC broadcast deal — White allegedly “raised hell” to block his hiring, even trying to derail his first day on June 15. Once on board, Helwani faced constant hurdles: security removals from events 30 minutes before White’s arrival to avoid “proximity or line of sight,” and limited access to fighters and press personnel.
Public barbs flew quickly. In 2021, after Helwani criticized ex-UFC fighter Gina Carano’s controversial social media posts, White labeled him a “douche.”
Helwani left ESPN after three years and later admitted on The Dan Le Batard Show that White’s interference played a role, although he described his departure as a quest for independence:[White] He probably thinks he scared me away.”
Helwani’s criticism became bolder. He accused White of narrative control, questioned UFC fighter pay and lambasted decisions like the June 2025 Jon Jones-Tom Aspinall booking saga, claiming White “wasn’t telling the whole story.”
White, in turn, dismissed Helwani as a “lippy little rich kid” in broader media tirades, though specific details often focused on his reporting style. The tension came to a head in September 2025 when Helwani praised a reporter for pressing White about the future of boxing at a Canelo Álvarez-Terence Crawford presser, calling White’s dismissal of tough questions “laughable.”
A glimmer of peace? White’s Olive Branch and Helwani’s cautious response
By late September 2025, the feud appeared to be on the verge of thawing. On Logan Paul’s Impaulsive podcast, White addressed Helwani directly for the first time in years. Referring to Helwani’s recent performance where he lamented their severed ties, White admitted: “I’m angry about it too. Maybe we should find this out; we should probably all get back together.”
The comment, delivered with a smile, caused a stir on MMA Twitter, where fans clamored for a sit-down interview: 89% of people in an informal poll said they would pay PPV prices to watch.
Helwani, host of The Ariel Helwani Show, responded with measured optimism, laced with skepticism. He hasn’t reported a UFC event since 2020’s UFC 248, opting for independent ventures like Uncrowned.com.
Saudi boxing promoter Turki Alalshikh has even spoken out and expressed interest in mediation, but no concrete steps have been taken. As White expands into boxing with Zuffa Boxing and eyes a UFC White House card, some speculate that a reconciled Helwani could increase cross-promotion coverage.
Why it matters: A mirror to MMA’s media landscape
This feud transcends personal animosity and reflects broader tensions in MMA journalism. Helwani embodies the independent reporter who challenges a monopoly-like promotion; White represents the promoter who guards his realm. Critics like Michael Bisping and Carl Froch have criticized Helwani, accusing him of “manufacturing beef,” while supporters hail him as the GOAT.
Nearly nine years after UFC 199, the rift between White and Helwani still remains MMA’s most infamous non-fighting rivalry. Whether it ends in a historic handshake or casts more shade, one thing is clear: reconciliation could redefine the way the sport covers itself. For now, the Octagon’s biggest drama is playing out on podcasts and X, leaving fans wondering if peace is possible – or just another plot twist.
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