Rovell calls out White on UFC numbers
May 1, 2013
ESPN Business Reporter and UFC head Dana White went back and forth on twitter on the state of UFC business. The UFC drew the scrutiny of ESPN business reporter Darren Rovell. If you didn’t know, Rovell covers the business of sports and is as active on twitter as Dana White. Rovell sent a tweet out the following tweet after UFC 159.
UFC is starting to lose a little bit of its edge. Might need to have fewer events. Know guy who paid $50 for a $553 face seat tonight.
— darren rovell (@darrenrovell)
April 28, 2013This drew the ire of UFC fans, media and eventually got back to Dana White. And in usual form, he escalates the criticism to make it personal.
@
darrenrovell never used to talk out of his ass till he started working for ESPN. Do ur homework before u tweet stupid shit my friend. — Dana White (@danawhite)
April 28, 2013@
danawhite appreciate the response as always. Would love hardcore numbers to prove sport is growing as much as it was 2 years ago — darren rovell (@darrenrovell)
April 28, 2013Rovell didn’t seem pleased about the “ESPN” remark and defended his reason for inquiry.
@
phila20fan always about ESPN right. Not about the fact that I’ve been watching this for 13 years. Was at 1st Dana white press conference — darren rovell (@darrenrovell)
April 28, 2013 After a query to substantiate the numbers that the UFC was still on the rise, White indicated to Rovell that he’d get him those numbers
On Wednesday, three days after the initial back and forth, Rovell received his request. It appears to either be a cut and paste of a Fuel TV press release, a hastily put together word document and/or both. You can click on the pic to see it close up. As you can read, White tells Rovell that Zuffa is a private company.
@
danawhite I said UFC was slowing down. Do you have data to show me that the 2012 NET PROFITS grew at a faster rate than any year before? — darren rovell (@darrenrovell)
May 1, 2013The following tweet is a lesson in making sure you read what you tweet. White’s response to Rovell.
@
darrenrovell exactly, we are private and don’t give numbers. U shouldn’t tweet shit that is FAR from the truth when I don’t have facts. — Dana White (@danawhite)
May 1, 2013 @
danawhite if u don’t want me to ask for #’s then don’t give #’s that I can’t verify. Did net profits had their best YOY increase in ‘12? — darren rovell (@darrenrovell)
May 1, 2013 Rovell did concede that the UFC had some strong indicators of improvement.
@
davemeltzerwon 2013 has been strong indeed. There have been some struggles though. — darren rovell (@darrenrovell)
May 1, 2013Rovell then addressed the data White provided to a follower that believed White had shown the reporter up.
@
vikespessimist I was defeated because Dana whipped up an unverifiable word document? — darren rovell (@darrenrovell)
May 1, 2013Rovell did make a back-handed complement about the back and forth with White.
I’ve been going back and forth w/UFC’s @
danawhite. If there’s 1 thing I can’t bash it’s that he’s the most accessible head of a sports org. — darren rovell (@darrenrovell)
May 1, 2013 He then makes the most sense in the following tweets in requesting information that most would ask about a company’s financials.
@
danawhite As a reporter, I’d like you to allow me to delve into your financials instead of accept a two paragraph memo. You game? — darren rovell (@darrenrovell)
May 1, 2013 @
danawhite You guys have had a great run and you know I respect the hell out of you. I’m just asking for what the bankers would ask for. — darren rovell (@darrenrovell)
May 1, 2013 @
danawhite Because you are a private company and always profess everything is great, it’s hard to take anything at face value anymore. — darren rovell (@darrenrovell)
May 1, 2013 Prior to receiving the data from White, Rovell ran a poll for his twitter followers. Its something he does periodically to create engagement. The poll asks whether UFC has mainstream potential. As you can read, a little over half don’t think so.
POLL: Do you believe the UFC has mainstream potential among sports fans?
#YES #NO
— darren rovell (@darrenrovell)
April 29, 2013 POLL RESULTS: 55% of respondents say they don’t think the UFC has the potential to go mainstream
sprts.bz/17rLdRl
— darren rovell (@darrenrovell)
April 29, 2013You can also head over to
Storify to see the original version of this.
Payout Perspective:
Its an interesting back and forth between a mainstream business reporter and White. Certainly, there are errors on both sides of the conversation. Rovell frames the questions differently. He first states that the UFC has lost its “edge” based on the anecdotal evidence that a friend bought a ticket for substantially less than face value. He then asks about the UFC slowing down financially and would like to see its net profits. White responds over the top. Rovell baits him to provide him data that the UFC is doing better and then White gives him something that can’t be substantiated. Being a reporter, Rovell is upset and White relies on the “private company” safe harbor to protect the UFC from having to release its numbers.
At times, Rovell uses financial information to dampen the mood for fans. For example, when a player drops in the NFL Draft, he’s the first to tweet how much money that player is losing. Still, Rovell is being a journalist here and it would have looked better if White could have just said granted him an interview to talk about it or provided him information that did not look like it was a press release.