UFC President Dana White erupted in anger after the UFC 329 broadcast mistakenly identified boxing champion Shakur Stevenson as NBA player Jalen Williams during the event on July 11, 2026.
Why it matters: The error highlights the UFC's continued struggles with celebrity recognition, even after decades of producing high-profile events. White's frustration reflects a broader concern about the organization's production quality.
UFC 329 took place at the T-Mobile Arena in Las Vegas and featured notable fighters, including Conor McGregor making his return to the octagon.
Shakur Stevenson, a four-weight boxing world champion, was shadowboxing for the cameras when the broadcast mishap occurred.
The production team mistakenly displayed Stevenson’s name as Jalen Williams, a guard for the Oklahoma City Thunder.
Driving the news: Dana White addressed the blunder during a post-fight press conference, where he expressed his disbelief at the production team’s oversight. “I just paid Shakur Stevenson a shitload of money, and for some reason we can’t figure this celebrity shit out,” White said, emphasizing his disappointment.
White recently signed Stevenson to Zuffa Boxing, which has been a key focus for the UFC as it expands into the boxing arena.
The broadcast mistake drew immediate attention on social media, with clips of White's reaction circulating widely among fans and critics.
The incident has raised questions about the UFC's ability to correctly identify celebrities, a recurring issue according to White.
State of play: UFC 329 was a highly anticipated event, featuring several exciting matchups. Conor McGregor faced Max Holloway but suffered a knee injury just moments into the fight, leading to a doctor’s stoppage after only 69 seconds.
Other notable fights included Brandon Royval’s third-round submission victory over Lone’er Kavanagh and Paddy Pimblett’s quick 52-second submission win against Benoit Saint-Denis.
White’s anger over the broadcast error overshadowed the excitement of the fights, drawing focus to the production issues rather than the athletic performances.
The UFC has been criticized for similar errors in the past, raising concerns about their broadcast standards.
The big picture: This incident is part of a larger narrative surrounding the UFC’s efforts to integrate boxing into its brand. As White continues to promote Zuffa Boxing, the organization must improve its recognition of prominent figures in combat sports.
Stevenson’s presence at UFC events signifies a growing relationship between boxing and mixed martial arts, which could lead to more cross-promotional opportunities.
As the UFC attempts to expand its audience, accurate representation of celebrities is becoming increasingly important.
The backlash from the broadcast error may prompt the UFC to reevaluate its production processes to avoid similar mistakes in the future.
What they're saying: White’s comments during the press conference were blunt and candid, highlighting his frustration with his team’s performance. “We are the absolute worst to ever do the celebrity thing,” he lamented, adding that the UFC’s graphic errors are particularly embarrassing.
He compared the UFC’s struggles with celebrity recognition unfavorably to other sports, stating, “When we put celebrities up, we are the worst.”
Fans and analysts have echoed White’s sentiments, criticizing the UFC’s production team for failing to recognize one of boxing's brightest stars.
The incident has sparked discussions about the importance of accuracy in sports broadcasting, especially for an organization as prominent as the UFC.
By the numbers: UFC 329 attracted a large audience, yet the production error has overshadowed the event's success.
Conor McGregor’s fight ended in less than a minute, marking a disappointing return for the star.
Shakur Stevenson, who has earned accolades in boxing, was present to support the crossover between the two sports.
Brandon Royval and Paddy Pimblett both secured impressive wins, contributing to a night of thrilling fights.
What's next: Following the uproar over the broadcast error, the UFC may implement changes to its production team to improve accuracy in future events.
White is likely to continue advocating for a stronger connection between boxing and UFC, particularly with Stevenson’s involvement.
Fans will follow closely closely to see how the UFC addresses these production issues, especially as it prepares for future high-profile events.
Conor McGregor’s recovery from his knee injury will also be a focal point as fans await news on his next fight.