Ali Akbar Rosady
UFC middleweight contender Sean Strickland has publicly expressed profound disappointment and self-loathing following his attendance and brief participation as a guest commentator at Saturday night’s Brand Risk 14 card, an influencer combat sports event held at the UFC Apex facility. Strickland, known for his unfiltered commentary, described the experience as deeply "shameful" and raised concerns about the broader implications of streaming culture on future generations.
The Brand Risk 14 event, promoted by prominent streamer Adin Ross, featured a lineup of influencer-led boxing and mixed martial arts bouts, culminating in a highly anticipated contest between former NFL quarterback Johnny Manziel and social media personality Bob Menery. Despite the high-profile names attached, the card garnered significant criticism from traditional combat sports circles and media outlets for its perceived lack of professional quality and spectacle.
Strickland, who briefly joined the commentary team for one of the undercard bouts, quickly departed the venue, later taking to his Instagram Stories to articulate his disgust. "I’ve never been a part of anything so shameful in my life and I hate myself," Strickland stated emphatically. "And I feel like less of a man after being here. Oh, God, why did I agree to this? I had to get the fck out of there, man. I like Adin, but I’m like sick to my fcking stomach. That is fcked up. This is the most fcked up thing I’ve ever witnessed in my f*cking life."
The former UFC Middleweight Champion, who lost his title to Dricus du Plessis in January 2024, continued, highlighting a personal sense of degradation. "I’m ready to go home and look myself in the mirror after, I’ve never done anything so shameful in my life being a part of this. Sorry, guys. Was just trying to say hi to a friend, next thing you know, your dignity is gone." Strickland’s presence, even as a commentator, marked a notable intersection between the often-disparate worlds of elite professional fighting and burgeoning influencer entertainment.
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The main event saw Johnny Manziel, a former Heisman Trophy winner and first-round NFL draft pick whose football career was marked by both brilliance and controversy, make his combat sports debut. Manziel, nicknamed "Johnny Football" during his college tenure at Texas A&M, transitioned from a promising but ultimately tumultuous NFL career with the Cleveland Browns (2014-2015) to ventures in alternative football leagues and now, exhibition fighting. He secured a decisive first-round victory over Bob Menery, a social media comedian and podcaster known for his sports commentary impressions, in a bout that many characterized as a mismatch. Menery, while possessing a significant online following, has no background in professional combat sports.
The co-main event also featured a contest between former NBA players, with Lance Stephenson, known for his tenure with the Indiana Pacers and a career spanning over 500 NBA games, dominating Michael Beasley. Beasley, a former second overall draft pick with a journeyman NBA career, was dispatched by Stephenson in approximately 90 seconds, further contributing to the narrative of lopsided and entertainment-focused matchups rather than competitive sporting contests.
The decision to host Brand Risk 14 at the UFC Apex facility in Enterprise, Nevada, raised eyebrows across the global mixed martial arts community. The Apex serves as the primary venue for many UFC Fight Night events and is considered the organization’s dedicated home base for smaller, more frequent fight cards. UFC CEO Dana White was notably supportive of the event, a stance that perplexed many given the traditional UFC’s emphasis on high-level athletic competition. White’s endorsement of an event featuring non-professional combatants, often with minimal training, in the UFC’s own arena fueled debate regarding the organization’s strategic alignment and the evolving landscape of combat sports entertainment.
Strickland’s criticism extended beyond the immediate event, delving into a broader philosophical critique of contemporary culture. "You know what it is, guys? There was some good boxing and then shit got all fcking weird," he explained, before pivoting to a more profound concern. "But I think what sucks is you take these streamers and they have this like massive following, and you just know that they’re the next generations of Americans. It’s so fcking sad to think that the streamer community is going to inherit America. It’s so bad. I just want it all to stop. It’s so bad, you guys. It’s so bad."
This sentiment aligns with Strickland’s established persona within the UFC. The 33-year-old fighter, with a professional MMA record of 28 wins and 6 losses, has cultivated a reputation for his brutally honest and often controversial opinions on a wide range of social and political issues. His fighting style, characterized by relentless pressure, high volume striking, and a strong grappling defense, mirrors his outspoken personality. His victory over Israel Adesanya in September 2023 to claim the UFC Middleweight Championship was a significant upset, showcasing his grit and determination. Though he subsequently lost the title to Du Plessis, Strickland remains a prominent figure in the sport, whose views resonate with a segment of the fanbase that values authenticity and traditional values.
The rise of influencer boxing and MMA has been a significant trend in combat sports over the past five years. Pioneered by figures like the Paul brothers (Jake and Logan Paul) and KSI, these events leverage massive online followings to generate substantial pay-per-view revenue and engagement. While drawing new audiences to combat sports, they have also faced consistent criticism for prioritizing spectacle over genuine athletic competition, often featuring significant skill disparities and unconventional rule sets. Traditionalists argue that such events dilute the integrity of combat sports, while proponents highlight their entertainment value and ability to introduce a younger demographic to fighting.
Adin Ross, the primary promoter of Brand Risk 14, is one of the most popular streamers on platforms like Twitch and Kick, boasting millions of followers. His content often involves gaming, reactions, and collaborations with other internet personalities and celebrities. Ross has previously been involved in similar influencer-led events, often blurring the lines between online entertainment and live sporting contests. His influence among younger audiences is undeniable, making him a key figure in the convergence of internet culture and combat sports.
Strickland’s strong reaction underscores the ongoing tension between the established world of professional combat sports, built on athletic prowess and rigorous training, and the burgeoning landscape of influencer-driven entertainment, which often prioritizes personality and online reach. His comments reflect a deeper anxiety about cultural shifts and the perceived impact of digital trends on societal values, particularly as they manifest within the traditionally hard-nosed arena of fighting. The Brand Risk 14 event, while commercially viable, has evidently ignited a fervent debate about the future direction and integrity of combat sports entertainment.
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