For more than two decades, Joe Rogan has been one of the most recognizable voices in UFC broadcasting, serving as a color commentator and cageside analyst across multiple eras of the promotion. Known for his detailed breakdowns of the sport, Rogan has been a constant presence throughout the UFC’s modern rise, something CEO Dana White has deeply valued.
At the same time, however, his profile outside the cage – particularly through his podcast and public commentary – has occasionally placed him at the center of controversy. He would share his controversial opinions about matters beyond sports. And during periods of heightened criticism, that attention has at times spilled over into business conversations involving UFC broadcast partners and sponsors, leaving some uneasy about their association with him.
According to EssentiallySports, UFC CEO Dana White revealed that sponsors had tried to convince him to remove Rogan from the broadcast team. However, he stood his ground in support of the commentator. “I’ve had people call and say, ‘Hey, you know, whether it’s sponsors or whoever, you gotta do this to Rogan,’” he recalled. And I’m like, ‘Like, don’t ever f—ng call me.’ Who the f— are you to call me and tell me who I’m gonna fire or do whatever to?”
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White Highlights Rogan’s Role In UFC’s Rise
On his podcast, Rogan discusses topics like health, politics, and culture with a wide range of guests. However, his takes usually make the headlines because of how controversial and provocative they are.
He has experienced backlash for his opinions about the country’s vaccine policies. For Rogan, this is simply free speech. For some people and companies connected to him, this could mean bad business, which forces them to distance themselves. White is different, though.
The UFC president has no problem losing some business deals for his association with controversial figures. He recently made this clear when he was asked about his friendship with President Donald Trump and how it is impacting the league. Meanwhile, Rogan is still hoping for a reunion with the president at the upcoming UFC Freedom 250 to be held at the White House in June.
His mindset toward his relationship with Rogan is the same, except it is more special. He noted that he helped the league during its early beginnings with his coverage, bringing it a much-needed sense of legitimacy. “I need him to do commentaries—educated on martial arts, he’s not afraid to talk about uh controversial s—. This is my guy,” he said.
It’s this kind of value that makes White willing to forgo some business in order to keep Rogan on board. “[It] has been a key, instrumental part of this company. And for anybody, I don’t give a f— how much money you have sponsored or whatever…nothing’s happening to Joe Rogan,” he reiterated.
Published: May 13, 2026 03:15 pm