Who doesn’t love money? Whether it’s Conor McGregor or Jake Paul, today’s top fighters are just as well-known for their business ventures as they are for their performances in the cage or ring. They’ve evolved into full-fledged brands—savvy entrepreneurs who’ve built empires far beyond combat sports. Following that blueprint, former UFC bantamweight champion Sean O’Malley is carving out his own path. Even after stepping back from social media for a while, his fan base has stayed strong, with many calling him the “next Conor McGregor.”

Last summer, Sean O’Malley teamed up with 28-year-old Jake Paul, who made Forbes’ list of highest-paid athletes in 2022. The Ohioan has already launched a range of ventures, from his MVP promotion to a betting platform. But his latest project—a men’s personal care brand called “W”—is what’s turning heads now. Designed to help men dealing with “low confidence,” Walmart already stocks W, and it’s growing fast. Their partnership came to light when ‘Suga’ was preparing to face Merab Dvalishvili at  “One and Done” UFC 306.

While he couldn’t defend his belt then, Sean O’Malley is now gearing up for a rematch at UFC 316, hungry to reclaim his title. With the event less than a month away, ‘Suga’ is stepping back into the spotlight—this time blending business with the fight game. Promoting W alongside Jake Paul, the brand’s Instagram recently posted a summer-themed, Baywatch-style beach photoshoot featuring both stars, captioned:

“it’s almost summer time. we got you covered frm coast pits to coast.”

Originally launched in Walmart, W has now made its way onto the shelves of other retail giants like Kroger and H-E-B. While the business side of things is booming, Sean O’Malley’s real challenge awaits inside the Octagon. He’s gearing up to face the reigning bantamweight champion, Merab Dvalishvili, at UFC 316. Still, despite recent setbacks, including surgery and time away from the cage, the Arizonian is far from done. He’s promised a comeback that’s more dangerous, more calculated, and more dominant. The question is—how does he plan to pull it off? Let’s hear it straight from O’Malley himself.

What promise did Sean O’Malley make ahead of UFC 316?

Last year, riding a wave of confidence while promoting his ‘W’ deodorant, Sean O’Malley took full advantage of the spotlight. At the UFC 306 pre-fight press conference, he hyped his brand and fired shots at Merab Dvalishvili, branding him the “smelly boy” in classic ‘Suga’ fashion. But once the cage door closed, things didn’t go as planned. A one-sided beatdown followed— ‘The Machine’ manhandled ‘Suga’ for five grueling rounds. When the final horn sounded, the Georgian walked away with a dominant, unanimous decision victory, capturing the bantamweight title.

Sean O’Malley, frustrated by the outcome, later labeled the loss a “robbery,” though most fans saw it as anything but. The setback affected his health and pushed him out of the spotlight. With the highly anticipated rematch set for June and less than a month to go, the Arizonian is back, refocused and leaving the excuses behind. Speaking candidly on his YouTube channel, he said,

“I’m going to be 70 percent better than I was in that first fight. I’m going to be significantly more mobile, agile, better shape. I’m going to fight at my full potential. Whereas my last fight, I was very happy with how I was able to perform considering how I felt. It wasn’t ideal—the outcome—I didn’t win. But I also think I wasn’t supposed to win. This rematch was supposed to happen. It’s going to make this win that much more crazy.”

Now, with UFC 316 around the corner, the question is- can Sean O’Malley finally even the score with Merab Dvalishvili? Especially now that the Georgian is coming off a dominant victory over the Dagestani rising star Umar Nurmagomedov. Does ‘Suga’ have what it takes to reclaim gold? Drop your predictions below.