Industry sources said executives at Paramount+ were unhappy with Strickland’s inflammatory comments, which quickly circulated on social media and mainstream sports channels. While the UFC has long embraced outspoken personalities as part of its promotional machine, broadcast partners are often more cautious about statements that could alienate subscribers or advertisers.
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“Yeah, no, f*** Paramount, man,” Strickland said during the media day event ahead of his fight this Saturday against Anthony Hernandez. “It’s real quiet today. I like it, man. You gotta like losing fights more often. It’s going back to the Apex with you guys here. It’s real quiet. There’s no one here. Is that a bad sign for the MMA world or is it just this card?”
The former champion’s tirade continued.
“Paramount is cool,” Strickland continued. “I mean, they fucking ruined Halo, but other than that, you know. They made it gay. Besides ruining it as a childhood memory and legend for me, I mean, Paramount is cool.”
“We’re not making more money, but you know what.”
Paramount+ currently maintains a broader content and distribution relationship within the martial arts and entertainment space, making brand alignment a key priority. Insiders suggest company officials were concerned that Strickland’s comments could cause reputational problems, especially as streaming platforms face increased scrutiny over the behavior of athletes and personalities featured on their programs.
Known for his unfiltered and confrontational style, Strickland has built a loyal fan base through his candid interviews and aggressive promotional tactics. Critics, however, argue that his rhetoric sometimes crosses the line from hype-building into territory that causes public relations headaches.
“I mean, look at the NFL, dude,” Strickland said Wednesday in Houston, Texas. “You had that, I don’t even want to say the fa**ots name because it’s like, what?… The Puerto Rican one, right? Yeah, that f***ing fa**ot.”
“Like, dude, it’s so crazy that this is America now. Back in the day, dude, the NFL was like this, the NFL was the goddamn standard of being a man. And now I think the NFL all gets around the table together every year and says, ‘You know what, guys? How can we screw up this sport? How can we screw it up? How can we screw it up?’ Well, I’ll tell you what. Why don’t we bring a gay foreigner who doesn’t speak any damn English and let him perform it?’
“So, get the f***. And then you’re like, yeah, dude. It’s like the NFL is fucking pathetic these days. So, just like the NFL players probably hate it. No, NFL is gay. I think we can all agree that the NFL has really gotten gay lately…”
The UFC has not publicly commented on any discussions with its broadcast or streaming partners about the incident. Likewise, Paramount+ has not issued an official statement addressing this matter.
Despite the controversy, Strickland remains one of the promotion’s most polarizing and marketable figures. Whether this latest episode will result in internal disciplinary action, pressure from sponsors, or simply fade into the headline-making sport’s long history remains to be seen.
For now, the situation highlights the delicate balance between personality-driven promotion and corporate brand management in modern sports entertainment.
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