Dana White hosted a weeknight bash for his staff to celebrate the Canelo Álvarez vs. Terence Crawford bout, which drew over 70,000 fans to Allegiant Stadium and 41 million Netflix viewers, establishing the UFC head honcho as a crossover promoter outside the Octagon. For one night, the focus was on success, friendship, and scale. However, even amid champagne toasts, the shadow of White’s controversial persona lingered.

During a candid interview with 60 Minutes, the conversation shifted to how insiders and fans perceive him, particularly when one term kept coming up: “bully.” When asked about it, Dana White acknowledged the term with his typical bluntness. “Bully? Yeah, that makes sense,” he said, before quickly adding his own brand of reassurance.

He said, “If you want to be my friend, I’m the best friend you’ll ever have. Want to be my enemy? I’m really good at being that, too.” Dana White’s reputation as a “bully” isn’t just a media soundbite—it has roots in his interactions with fighters and staff. Cris Cyborg, for example, has openly described the UFC CEO’s past comments as emotionally hurtful.

She claimed that his attacks about her appearance and comparisons to male fighters affected her and even led to bullying of her daughter at school. She said, “He’s bullying me around. Bullying me on the internet, and I suffer bullying everywhere because of this. He never said he’s sorry to me about this.”

Former heavyweight Brendan Schaub also questioned White’s tactics, describing it as a “motivation by fear” approach that would be unacceptable in most corporate situations. He said, “You motivate by fear. It’s not a way to run a business. You just can’t do that.”

Despite these criticisms, White has long maintained that his energy and aggressive style are part of what drives success. His handling of Canelo vs. Crawford is a prime example: an event that outperformed nearly all UFC live gates in size, created significant streaming income, and showed that White’s promotional instincts extend far beyond MMA.

While some see his tactics as forceful or unpleasant, the outcomes have always supported his methods. And it is not as if the UFC CEO is always harsh towards his workers or fighters, as he recently announced some major bonuses for Canelo Alvarez vs. Terence Crawford undercard boxers.

Dana White goes all out for his fighters

Even though the Canelo Alvarez vs. Crawford fight is done and dusted, Dana White’s dedication to the undercard fighters was not overlooked. The bonuses he promised were delivered, with exceptional performers in the preliminary bouts receiving a substantial payment and acknowledgment for their work. White’s gesture proved that, despite his reputation for intensity and aggressive control, he ensures fighters beyond the main event feel valued.

The bonuses, $100,000 each for Performance and Fight of the Night, were presented by Saudi boxing leader Turki Alalshikh to those who delivered the most entertaining and technically impressive battles. “You can be involved in the Performance of the Night and the Fight of the Night and take home $200,000,” White had guaranteed, and the rewards confirmed that his words carry weight.

For many undercard fighters, this sum is revolutionary, offering both financial compensation and public recognition of their abilities. This amount of support for preliminary bouts is unusual in boxing, even at high-profile events. By delivering on these bonuses, White fostered a culture of rewarding performance, showing that his promotional instincts go beyond hoopla and headlines. It illustrates how, despite criticism of his conduct, he strikes a balance between aggressive business tactics and genuine investment in the athletes who bring the action to life.