UFC CEO Dana White has been at the helm of the promotion for over two decades, steering it through challenges and turning it into a global powerhouse. Under his leadership, the UFC has weathered storms and emerged stronger, cementing White’s reputation as one of the sharpest minds in the sports industry. His business acumen has earned him recognition as a top-tier promoter, but not without controversy. One of White’s most debated ventures is his $500 million worth Power Slap promotion—a combat sport where competitors deliver full-force slaps on their opponent’s faces, often resulting in knockouts.

While the venture has drawn criticism from many quarters, including UFC commentator Joe Rogan, who suggested White should have invested in a kickboxing league instead, even some of White’s staunchest supporters, like Jon Jones, have called the sport “very dangerous.” Despite the criticism, the head honcho has remained a staunch defender of Power Slap.

However, at the UFC 312 press conference, he turned his attention to another emerging combat sport—the Pillow Fight Championship (PFC). Frustrated by ongoing scrutiny of Power Slap while other unconventional sports gained traction, White took a jab at PFC, stating, “I saw f—— pillow fighting on f—— TV tonight here in Australia. I don’t ever want to hear another word from you people about Power Slap, okay? Ever.”

White’s remarks didn’t go unnoticed by PFC CEO Steve Williams, who responded with a fiery rebuttal. Speaking to Bloody Elbow, Williams defended his sport and aimed White’s criticism: “Dear Dana, every one of your past, present, and future UFC fighters started out first as pillow fighters—including you. Pillow fighting is all part of growing up: offense, defense, targeting, scoring, cardio, and regulation. Great pillow fighters make great UFC champions. Don’t hate on PFC. We’re actually one of your training partners and will also be a money-making home for future UFC fighters and former champs who step into the PFC ring.”

Not stopping there, Williams escalated the feud by issuing a high-stakes challenge to White and the UFC: “Since you started this somewhat humorous disrespect, why don’t you give me a chance to finish it? I hereby challenge you to put your top 10 fighters in a televised Pillow Fight Championship against my top 10 team. If you win, I will present the belt to you and shut down PFC forever. But if you lose, you must present the PFC belt to me and my champion, invest $20 million in PFC for a 10% stake, and help turn PFC—one of the world’s most ancient combat sports—into a global success.”

Steve Williams’ challenge was nothing short of audacious. Whether Dana White accepts or not, the mere proposition places the Pillow Fighting Championship in the spotlight. A crossover event featuring UFC fighters against PFC competitors would undoubtedly draw massive attention, elevating the league’s visibility and legitimacy. Yet, this clash between the UFC and PFC isn’t new. Their rivalry has been brewing for some time—let’s take a look back at how it all started.

Throwback: When Dana White’s UFC and PFC’s Steve Williams found themselves at a crossroads over trademark infringement

For decades, the UFC has dominated the combat sports world, earning global recognition and a dedicated fanbase. By 2025, its signature black-and-red branding, with bold “UFC” lettering, has become more than just a logo—it’s an unmistakable trademark of the promotion. However, a branding controversy erupted in 2023 when the Pillow Fighting Championship (PFC), a rising combat sports league, introduced a logo featuring the same red color scheme. Dana White argued that the resemblance could mislead fans into thinking the two organizations were connected, potentially diluting the UFC’s brand identity.

This wasn’t the first time such an issue had surfaced. Back in 2004, the Toronto-based Pillow Fighting League (PFL) also used a red logo, only to be forced to change it to orange after legal pressure. In 2023, White echoed similar concerns, reigniting the debate over brand confusion. Despite the accusations, PFC CEO Steve Williams refused to back down.

In an interview with The Post, he dismissed White’s claims and escalated the feud by issuing a bold challenge to settle their differences in the ring. “It’s ridiculous. Out of the 100 million comments, nobody ever said anything. I’d love to get Dana in the ring. He’s a decade younger and has spent his whole life around MMA fighters, but I’m 100 percent sure I’d stomp his skinny a-s in the first round.”

What are your thoughts on the warning from the Pillow Fighting Championship boss to Dana White? After launching the Power Slap promotion, should White consider collaborating with the PFC chief? Share your opinion below!