​A case of mistaken identity involving an Oklahoma City Thunder NBA star spurred UFC President Dana White to erupt in a profanity-laden tirade following UFC 329 on Saturday night in Las Vegas. The incident centered on Shakur Stevenson, the reigning boxing champion, who was misidentified on the event’s July 11 broadcast as Oklahoma City Thunder guard Jalen Williams. The miscue occurred despite the commentators correctly identifying Stevenson during the on-air exchange, while the onscreen graphic labeled him as Williams. The announcers quickly corrected the on-screen error, but the damage had already been done in White’s eyes.
After the broadcast, White vented his frustration at his production team, venting about the mishap in a post-event tirade. He lamented how the UFC’s approach to promoting celebrities at events could be so prone to mislabeling, particularly when a high-profile figure like Stevenson was involved. “I just paid Shakur Stevenson a s—load of money, and for some reason we can’t figure this celebrity s— out,” White said, making his frustration clear. He continued, accusing the production crew of putting up the wrong name for a celebrated figure and remarking that the UFC, in his view, had become “the absolute worst” at handling celebrity appearances. “They put him up as a f—ing OKC NBA player. Are you f—ing kidding me? It’s absolutely crazy. We are the absolute worst to ever do the celebrity thing. When we put celebrities up, we are the worst.”
The event’s on-screen graphics were a focal point of White’s complaint, as he argued that the production team failed to accurately present the star power in attendance. He pointed to the contradiction between the accurate on-air identification by commentators and the incorrect graphic that accompanied the broadcast, a discrepancy he felt reflected poorly on the UFC’s overall presentation. “We’ll put up f—ing graphics — and put the wrong guy’s name on it. We win. We’re the worst,” White proclaimed during the post-event press conference, underscoring his belief that the production team’s error underscored a broader failure in celebrity promotion during UFC broadcasts.
Beyond the mislabeling, UFC 329 itself faced mixed reactions from fans and critics. The main event, a return to MMA by Conor McGregor after a five-year hiatus, did not deliver a dramatic comeback: his fight with Max Holloway ended prematurely when McGregor appeared to suffer a leg injury, stopping the bout shortly after it began. The disappointing outcome for McGregor, however, did not entirely dampen the event’s atmosphere, as the card still managed to attract a sold-out crowd and generate buzz within the broader sports entertainment landscape.
Notably, the event did feature an unexpected highlight in the form of additional star power: WNBA star Sophie Cunningham appeared as a UFC ring girl, adding a crossover element that drew attention from audiences outside traditional MMA circles. Cunningham’s involvement helped amplify the weekend’s celebrity presence, even as White’s post-event frustrations highlighted the ongoing tension between the UFC’s promotional ambitions and the accuracy of its live production.
This report originated with coverage from The Oklahoman, which explored the incident’s branding implications by raising the question of whether the broadcast misidentification had broader SEO consequences and public perception implications. The article’s framing underscored how a single graphic mislabeling could ripple through media discussions, shaping the narrative around UFC 329 and the organization’s handling of celebrity appearances in the post-fight era.