Dana White is no stranger to using social media influencers for promotions, but his latest collaboration with adult content creator Jelly Bean Brains (real name Jameliz Benitez Smith) has stirred controversy.
The UFC President partnered with the influencer to promote Power Slap 10, and the response online has been mixed.
In a promotional clip shared on Instagram, Jelly Bean Brains is shown smashing the window of a Lamborghini, then teasingly announcing that a McLaren 600LT Spider will be given away during the Power Slap event in Las Vegas. A second video escalated the eccentric promotion with White wheeling Smith in a travel bag towards the car.
The unconventional marketing move quickly sparked debate among fans. Many criticized White for associating the UFC brand with an adult content creator. One Instagram user called him out directly, saying, “Collabing with a s3x worker is a new low Dana.”
As is characteristic of White, he didn’t shy away from a bold response. In the comments section, he clapped back, addressing the commenter: “@shredchaser put a f***in shirt on,” referring to the user’s topless profile picture.
The polarizing partnership drew both attention and skepticism about the UFC’s branding direction. White has previously worked alongside influential social media personalities, such as the Nelk Boys and Hasbulla, to tap into new audience demographics. Jelly Bean Brains is just the latest example of this strategy.
White’s use of influencers extends beyond MMA and into ventures like Power Slap, a slap-fighting league that has been met with its own share of controversy. He enlisted personalities like Nina-Marie Daniele, whose quirky interviews with UFC fighters have gone viral.
However, this latest collaboration appears to have pushed some fans too far.
With Power Slap continuing to lean into unconventional marketing stunts, White clearly isn’t letting critics influence his strategy. Whether this partnership will pay off in audience growth remains to be seen.
Nonetheless, White’s unapologetic stance proves one thing: he won’t back down from doing things his way.
