Racial Issues Sell, But Isn’t That The Problem?
By Eddie Sanchez
Progress within societies is usually recognized with technological and social advancement. The main issue however is technology improves at a much faster rate than social issues get solved.
Recently we have seen first hand the implementation for one of the oldest promotional tactics for combat sports front-and-center within the UFC; echoing racial tensions to sell viewers on an upcoming matchup.
While issues with race have been an issue in all civilized societies, the state of current technology amplifies these issues to the extreme because individuals with followings are able to relay their personal messages to millions of people in an instant through an array of media channels.
Understanding the impact that current technology has on communication in our modern society, isn’t it now too dangerous and reckless to market high profile fights, such as Covington-Woodley, with race-baiting tactics?
Before analyzing the current industry, it is important to note where these tactics started, because if generally understood, it would make it more likely that fans would prefer to steer away from those types of storylines.
One of the most predominant boxers that experienced racism-influenced promotion was the great Jack Johnson. The Heavyweight legend, and former Lineal Champion, fought from 1897 to 1931.
Before he became the lineal champion however, he was the World Colored Champion. Once he made the move to the truly recognized championship however, that is when racially driven promotion took off.
It’s interesting to note that boxing integrated much earlier than baseball, which is what most recognize as breaking the color barrier, but nevertheless, the integration did not come without consequence.
Jack Johnson was not recognized by the white-fan and media for his skills and intelligence, but rather was used as a representation for Black Americans. His fights were often marketed as “us versus them” and his blackness was used as a weapon for white fight fans to rally against, by way of racial division.
Jack Johnson became the first black Heavyweight Champion on December 26th, 1908. He knocked out the Canadian Tommy Burns in the fourteenth round in Australia. Despite being victorious, many of his countrymen did not receive this well.
The tensions escalated even further two years later when he defeated Jim Jeffries. Jim was an undefeated boxer revered by white America at the time, and following Johnson’s victory, there was a mix of black celebration and white riots that continued until his run as champion ended.
During this time, the white boxers he faced were often donned “The Great White Hope,” because the industry and white fans sought their status quo.
In the following decades this style of promotion continued, although it evolved slightly. The rhetoric was shared in the written media and in press conferences between the fighters. Often you would find challengers clinging to racial rhetoric as a form of outlandish verbal attacks designed to represent true hatred between the opponents for the viewing public.
It is unfortunate that in 2020, 112 years after Jack Johnson won his Heavyweight Championship, we still see these race-baiting tactics not just utilized, but heavily relied upon to create media buzz and fan interaction.
The most recognized culprit at the moment is the UFC’s Colby Covington. Colby has essentially made his admiration for Donald Trump and anti-BLM rhetoric his personal brand.
There are countless examples of his controversial at best, flat-out racist at worst, comments.
It’s interesting to note that unlike other sports, Colby Covington has not been met with a form of checks and balances from his organization.
In leagues like the NBA and NFL, their athletes will get fined for simply commenting negatively about their referees. In the UFC however, he is not only unpunished, he is met with a nonchalant attitude and general indifference.
It’s possible that the lack of discipline within the UFC stems from the fact that it is recognized as a niche sport, which means that their audience is more targeted and less diverse than other leagues. Additionally, it also seems that Dana sees no issue, or at the very least, has no desire to silence anyone within the UFC. His lack of desire can be recognized as willful ignorance as he claims to fail to see the true issue.
This is another example of individuals claiming freedom of speech to protect their racially charged rants and is a common theme for individuals on the far-right of the political spectrum.
It’s unfortunate because it seems there is selective-understanding when addressing these issues.
Dana White has claimed that he did not see anything racist, but he clearly must have missed the post-fight interview between Colby and champion Kamaru Usman.
Colby is seeking a rematch with the champ to avenge the loss that saw him leave the cage with a broken jaw. His previous fight with Tyron Woodley had just ended and he was already resorting to racism to promote himself as the next contender in line.
At a certain point something will have to give. If not for moral reasons, but for business. How long can ESPN+ have this rhetoric on their airwaves when their parent company has demonstrated their standing in the past as being progressive and liberal-leaning?
At some point cancel-culture would have to take notice and implement a metaphorical line for ESPN to decide where they stand. Or at least one would think?
The subscription service platform is heavily invested in the UFC’s success. It is clear that the majority of their loyal consumers are fans of the Ultimate Fighting Championship and this is likely the reason why they seem to have a blind-spot at the moment.
Reebok, the official uniform sponsor of the UFC immediately distanced themselves from Colby Covington and his comments.
“Reebok is the uniform provider for the UFC, however we do not sponsor Colby Covington. We do not agree with the sentiments he expressed, and stand firm in our belief that Black lives matter. We stand with athletes and communities who are fighting for change.”
It remains to be seen how this situation will sort itself out. For the moment, it seems that what we see is what we get. Colby will likely continue barking until he is silenced within the cage. If he is unable to avenge his defeat to Kamaru, then it will be a tough task for him to remain a marquee name in the organization which has a next-man-up attitude.
The hottest prospect, Khamzat Chimaev, is in his division and could easily replace him as the “People’s Champ” until he gets his title-shot opportunity.
Only time will tell what happens, but it is important that people act in good faith and educate themselves to understand that the way the organization is conducting themselves is not okay. People need to realize that caring for the livelihood of your neighbor isn’t a political issue that can be debated and those types of narratives should not be used to promote a fight.
