UFC bantamweight contender Cory Sandhagen has partnered with a brand manager in hopes of securing an elusive title shot.
The typically reserved fighter, known more for his technical prowess in the octagon than his social media presence, appears to be exploring new avenues to increase his visibility and marketability within the promotion.
“I don’t really know why I have to have a brand,” Sandhagen admitted during a recent interaction with his new brand manager. “Look, I don’t understand the brand thing, but I’m going to trust you. Just tell me what to do so that I can just get title fights. That’s really all that I give a shit about.”
The collaboration seems to be pushing Sandhagen well outside his comfort zone. When trying on a new look curated by his manager, Sandhagen expressed clear discomfort: “Dude, I don’t know about this. I feel like I look really stupid.”
His brand manager, however, was enthusiastic about the transformation: “No, man, you look fire. This is absolutely amazing. This is what we’re going for, bro.”
Sandhagen, comparing himself to fellow bantamweight star Sean O’Malley, quipped, “I feel like Sean O’Malley in the ninth grade.”
The manager responded with brutal honesty: “To be honest, man, Sean O’Malley in the ninth grade is like ten times better than Corey Sandhagen was yesterday. We’re working on your brand. You have to have some fucking something.”
Industry analysts note that in today’s UFC, technical skill alone sometimes isn’t enough to secure championship opportunities. Fighters with larger personalities and social media followings often receive preferential treatment when title shots are being distributed.
Sandhagen, with a professional record that speaks for itself, appears to be acknowledging this reality while remaining somewhat reluctant about the process.
“I stopped making as many Instagram posts and stuff like that, like you told me to do,” Sandhagen told his manager. “But, I don’t know, it kind of just feels really inauthentic.”
Whether this new approach will help Sandhagen achieve his championship ambitions remains to be seen, but it certainly represents an interesting shift for the fighter previously known for letting his performance do the talking.
