The MMA world collectively gasped when Sean O’Malley posted a selfie on X showing what appeared to be fresh ink across his forehead.
The tattoo read “doingwell,” the name of his new company, and came with a caption suggesting an eight-figure sponsorship deal had motivated the permanent facial advertisement.
The reaction was immediate and intense. Fans questioned whether the image was authentic or artificially generated. Some expressed disbelief that the former UFC bantamweight champion would actually commit to such a prominent placement. The speculation and debate spread rapidly across social media platforms.
As it turns out, the skeptics were right to question the tattoo’s authenticity. In a follow-up video, O’Malley confirmed what many suspected: the forehead tattoo was never real. It was a carefully orchestrated marketing campaign for his brand, and by all accounts, it achieved exactly what he intended.
I might regret getting a @wearedoingwell forehead tattoo.. pic.twitter.com/rpvF5yNb1l
— Sean O’Malley (@SugaSeanMMA) January 4, 2026
“As you know, UFC doesn’t let us bring our own sponsors or brands into the Octagon. What better place to put a brand deal than on your forehead?” O’Malley explained in the video. “Alright, fellas, I’m actually not getting a giant billboard face tattoo. I should, but I am actually getting a little one, and I don’t know where… Wherever I am going to do it, I am going to do it. I am committing to it.”
The revelation came with a dose of satisfaction about the campaign’s success. “Alright, so I clearly did not get the tattoo on my forehead, but I did get two tattoos, but wow did the marketing campaign work. Everyone is picking it up. Articles, newspapers, magazines, everyone is picking it up, and you best believe you will be seeing this in the future from up-and-coming brands,” O’Malley stated. “It worked beautifully. Millions of impressions, tons of emails on the sign-up list, and this is gonna be massive.”
While the forehead tattoo proved to be temporary trickery, O’Malley did commit to permanent ink for his brand. He got two genuine “doingwell” tattoos, one positioned on his back and another just above his chest.
These placements appear to be a strategic workaround to the UFC’s strict sponsorship policies, which prohibit fighters from displaying personal sponsors during official competition.
The stunt highlights the ongoing tension between UFC athletes and the organization’s uniform sponsorship requirements. Since the UFC implemented its exclusive deal with Reebok in 2015, later transitioning to Venum, competitors have been restricted from showcasing individual sponsors in the octagon. This policy has significantly impacted fighter income, as many previously relied on multiple sponsorship deals to supplement their purses.
Beyond the marketing theatrics, O’Malley has competitive business to attend to. He’s scheduled to face Song Yadong at UFC 324 later this month. After experiencing back-to-back setbacks, the former champion is looking to rebuild momentum and work his way back toward title contention. He’s made it clear that his ultimate goal is securing a rematch with current UFC bantamweight champion Petr Yan.
