In a recent interview, UFC welterweight Colby Covington was asked about his notorious smack talk and whether he ever regrets any of the controversial statements he’s made. Covington’s response was telling, offering a rare glimpse into the mind of one of the most divisive figures in the world of mixed martial arts.
When asked if he wishes he could take back any of his provocative comments, Covington was unequivocal: “No, not at all.” For him, the art of smack talk is a crucial part of building hype around a fight, and ultimately, generating revenue. “I’m building these fights and I’m making them as big as possible,” he said. “I’m trying to make the most money I can make.”
Covington’s philosophy is straightforward: controversy sells. By making bold statements and antagonizing his opponents, he’s able to create a buzz around his fights that translates into dollars and cents. And it’s not just about personal gain – his antics benefit the entire UFC ecosystem. As he pointed out, “The things I’ve said have made other people a lot of money.”
Theunapologetic approach to trash talk has drawn criticism from some, but it’s hard to deny its effectiveness. It’s a strategy that has helped him become one of the most recognizable and bankable stars in the UFC. For Covington, the end justifies the means. As he said, “They can hate me, but then when they see the checks that are cashing in their bank account, they’re like, ‘Oh, yeah, you know, yeah, [he] was okay for saying that.'”
Some of the things Covington has said include calling Brazilians “filthy animals” in 2017. Later he questioned if former ATT teammate Dustin Poirier was a cu*kold and his wife was a jezebel, even questioning whether Poirier is really the father to daughter. Recently he made a remark about Leon Edwards’ deceased father that raised eyebrows.
While some have accused Covington of going too far with his smack talk, he’s unwavering in his approach. “I’m gonna get locked in that cage and [my opponent] can do whatever he wants to me,” he said. “He can kill me, he can fight me, he can do whatever he wants.” It’s a stark reminder that, at the end of the day, Covington’s words are all part of a carefully crafted game plan designed to get under his opponents’ skin and sell tickets.
Love him or hate him, Colby Covington is a master of self-promotion, and his ability to generate buzz around his cards has made him a valuable asset to the UFC.