$4M Rich Hollywood Icon Thanks Dana White for Diamond-Studded Gift as UFC CEO Plans New Venture

Dana White has just made it clear that his next big move will not take place inside the Octagon. It will come inside cans. The UFC CEO is entering the energy drink market with a new product called Phorm Energy, which has yet to touch shelves, but people are already talking. And how did this announcement come through? Well, White didn’t just release an advertisement, he had one of his wildest celebrity buddies show off the product to his fans in the most Dana White way imaginable.

Dana White’s Phorm Energy is being introduced in collaboration with the supplement business 1st Phorm and beverage conglomerate Anheuser-Busch. They’re promoting the drink as a performance-focused option, with 200mg of natural caffeine from green tea, nootropics for mental focus, and no added sugar. But how do you tell the world about how good your product is?

Well, enter Steve-O, the pranking icon and longtime buddy of the UFC head honcho. The $4M rich Hollywood star shared an Instagram story depicting a stunning, diamond-studded necklace with a huge can of Phorm Energy hanging from the chain. While sipping his drink, he stated, “Huge thanks to Dana White for this outrageous gift. And his new Phorm energy… pretty goddamn delicious.”

The drink hasn’t even been released yet, but based on Steve-O’s reaction, White is looking for more than just shelf space—he wants publicity. The product is set to be launched in the summer of 2025; it will come in four varieties. And Dana White’s involvement surely adds a unique twist—he’s not just putting his name on a can; he’s utilizing his reach and reputation as an icon of combat sports to promote a product intended for both athletes and everyday energy drinkers.

This move also signals Anheuser-Busch’s return to a competitive market dominated by brands such as Monster and Red Bull. However, with 1st Phorm’s fitness reputation and White’s marketing acumen, Phorm Energy is attempting to be an upgrade rather than a replica. And judging by how it’s already being displayed as jewelry, they’re betting big on it standing out.

Dana White surely sees this as more than just a side venture. It’s another battle, another market to conquer. And if he’s already giving out diamond necklaces before launch day, it’s safe to assume he intends to win big with this venture. However, it is worth noting that it also brings major problems for the head honcho and the UFC. Why? Well, that’s because bringing in a new energy drink makes him a competitor of the UFC’s major sponsor, Monster Energy.

Dana White’s Phorm Energy may bring a major clash with the UFC sponsor

On the one hand, Dana White is storming into the energy drink business with the same bravado he used to develop the UFC. On the other hand, he may have simply stomped on some very large toes, specifically those of Monster Energy. Just months before White’s Phorm Energy announcement, Monster secured a record-breaking multiyear contract with the UFC, making them the sole worldwide energy drink partner.

Their logo isn’t just on the mat; it’s intertwined into UFC branding, from pay-per-view to Fight Nights. As a result, people took notice when the UFC boss showed off his new can and Steve-O flexed it like it was bling. And chances are, Monster Energy wouldn’t be too happy with it. The core issue? Dana White is both the UFC’s face and direct competition to its biggest sponsor.

Sure, Phorm Energy won’t be in the Octagon or be promoted through the UFC’s official channels—that would be a contract violation. However, for a big portion of the UFC fandom, White is the brand itself. When he personally promotes a different drink, particularly one aimed at the same athletic, high-performance clientele, the lines begin to blur.

It’s an unusual occurrence for one man’s own venture to mistakenly jeopardize his own company’s sponsorship deal. And the tension, whether acknowledged publicly or not, is real. Still, White’s tactic may be based on the technical distinction between him and the UFC. Monster’s agreement is with the organization, not the individual. That gives White just enough leeway to promote Phorm Energy without breaking the line, at least on paper.

However, optics can quickly become fallout. If fans associate Phorm with the UFC only because of White’s influence, Monster may believe its exclusivity is being diminished. For the time being, both brands continue to exist side-by-side. But with each dazzling jewelry piece or shoutout, White treads a tighter rope, one that may snap if his new venture takes off too quickly. What do you think? Will his new venture cause an issue with Monster? Let us know in the comments.