Dana White claims he’s promoting; BBBofC says he’s not. Confirming that Frank Warren’s Queensberry Promotions, Eddie Hearn‘s Matchroom Boxing, and the Saudi entertainment company SELA will be responsible for Anthony Joshua vs. Tyson Fury, now set for December 11 at Cardiff’s Principality Stadium, the British Boxing Board of Control (BBBofC) seems to have effectively settled the question of White’s role in the historic clash.

“Zuffa was not on the paperwork for the contest, nor had it applied to be involved. As things stand, only Matchroom, Queensberry, and Sela will promote the event,” read the report from BoxingScene, based on the inputs received from BBBofC’s representative Robert Smith.

“Under BBBofC rules, however, a British license holder must be in place in order to promote a bout under its auspices. Smith confirmed that Sela, headquartered in Saudi Arabia, was yet to have that British license holder in place but said, “Discussions have been ongoing” regarding who that individual will be.”

But White appears either adamant that he will be a promoter at the event or, sitting in the United States, totally oblivious to the developments that have taken place in the UK.

At the media day for UFC 332, which is scheduled for tomorrow night at the Delta Center in Salt Lake City, a reporter brought up Hearn’s comments about White’s absence at the AJ-Fury press conference.

Speaking with media, the Matchroom chief had described White’s non-appearance as “one of the greatest PR disasters in boxing.”

So, the UFC CEO responded, “Not only am I promoting the fight, but we’re producing the fight too. UFC is going to produce the show. I don’t know how that’s a PR disaster. I’m right.”

To be fair, White had already explained his absence from the AJ-Fury press conference.

However, his confrontational approach seemingly continued. Speaking with a reporter from Full Send MMA, White reiterated that he would be promoting and producing the AJ-Fury fight, then turned his attention to Eddie Hearn. Describing the Matchroom chief as someone who “likes to see himself on interviews,” White issued what amounted to a mild threat.

According to White, Hearn may have won this battle, but the tide will eventually turn in his favor. “Let’s see how this whole thing looks in a couple of years. The writing is on the wall. Whatever f**king little p***y game he thinks he won, he’s out of his mind. He’s incredibly delusional. He knows what’s going on. They all know what’s going on,” White said.

Beyond White’s comments, the roots of the dispute stem from what was initially stated in the contract signed by Anthony Joshua and Tyson Fury.

Dana White vs. Eddie Hearn: the boxing soap opera likely to continue

According to the contract, the fight will take place in the United Kingdom, with no role for either Dana White or his Zuffa Boxing. As a result, a conflict brewed, with both Hearn and White standing by their positions.

The first sign of thaw emerged when it became clear that the fight would indeed take place in the UK. However, instead of the previously suggested Wembley Stadium, it has now been scheduled at the Principality Stadium. The shift was likely made to accommodate the timing for U.S. viewers.

But the dispute about White’s role as a promoter continued to make the fight’s future uncertain. The situation became more complicated after Fury reportedly suggested that his contract have been amended to allow Dana White and Zuffa’s involvement in the bout.

In that context, the comments made by the BBBofC representative effectively ended that possibility.

The governing body has taken a similar stance previously when an outside regulatory body attempted to oversee a British boxing event.

In 2012, the Board objected to David Haye vs. Derek Chisora being staged in London under the Luxembourg Boxing Federation and threatened sanctions against its licensed members who participated in the event. While the precedent is relevant, the current Zuffa situation is different.

The BBBofC’s position appears to concern the requirement for a British-licensed promoter rather than an outright ban on Zuffa’s involvement.

Even so, it will be naive for anyone to take White’s comments lightly.

White’s assessment of the future is intriguingly based on the past. He may be new to boxing. But as far as mixed martial arts are concerned, he’s faced competition before. And more often than not, he won.

Alongside the Fertitta brothers, he played a pivotal role in transforming the UFC from a financially struggling, controversial fighting organization into a globally recognized sports business. Its expansion involved acquiring WEC, Pride FC, and Strikeforce, subsequently integrating or discontinuing these promotions.

At the same time, these practices prompted antitrust scrutiny and debate over competition.

Even within boxing, White has laid out an ambitious plan by staging monthly events. To make Zuffa the leading promotion, he typically eroded the rival’s standing by poaching their star fighters.

The recent developments surrounding the Muhammad Ali American Boxing Revival Act, which is backed by parent company TKO Group Holdings, may boost his position, at least in the U.S. market. Backed by influence and money, White perhaps anticipates that, in the promotional battle with boxing’s old guard, he will eventually come out on top.

There are two critical things for fans to observe now. BBBofC has settled who is going to promote the AJ-Fury fight. Still, over two months remain before the two former champions meet. In that period, will White return to the issue and make his case again?

If not, once the AJ-Fury fight is over, will White and the team make a counter move, given that Eddie Hearn and Matchroom have considerable presence in the United States as well?