Cagewriter - Mixed Martial Arts

Up until today, all we've heard from Dana White on the subject of Fedor Emelianenko's future was the smiley face he sent out on Twitter following the Russian's upset loss to Fabricio Werdum on Saturday night.

In an exclusive conversation on ESPNRadio1100 in Las Vegas, White was asked if he still wants to bring Fedor on board with the UFC.

"Nope," White told The Gridlock Show. "Now I don't have to hear about him anymore. I like it."

Host Seat Williams said Fedor has star power, and he could still be part of a mega-fight against the winner of Brock Lesnar and Shane Carwin.

"He has star power? Nobody cares," said White. Fedor (32-2) lost his first fight in 10 years via armbar and triangle choke against Werdum, Brazilian jiu-jitsu black belt.

"Do you realize this is something that's been created by the mixed martial arts media? Do you know how many people watched his fight the other night? 400,000 people watched it. The guy has absolutely no star power. They sold no tickets to that fight either."

It sounds like White isn't convinced that he could even sell a Fedor v. Lesnar fight. 

"Here's the problem, the guy loses and gets to fight one of these guys? I've been saying for years this guy isn't all that. He's not great," said White. "Everybody's talking about how great this guy is. No, he's not. Now he should deserve to come into the UFC and fight the best? No way!" 

Before he was tracked down by the Las Vegas sportstalk station, White said a comment on Fedor wasn't even necessary. 

"I haven't talked to any media about it. The media have turned this guy into ... Oh, this guy is this and this guy is that. The guys who fight in the UFC are fighting the very best three times a year. This guy hasn't fought anybody since 2005. The media created him and hyped him up. Not me. What do you want me to say? This is what I've been saying?"

Is this a negotiating ploy or is White convinced, now that Fedor has lost, he's now a non-entity? Maybe he's right. Beyond Fedor fanboys and MMA hardcores, would the casual MMA or sports fan flock to pay-per-view to see the guy?

Update: Luke Thomas from Bloody Elbow caught up with White later in the day and he really unloaded on Fedor, his promotion and his standing in the MMA world.

"I believe that if we would have been able to take him into the UFC last year, or even right before this loss, and promoted him properly, we could have done big, big business. Now I have no interest in him. Zero," said White. "Like I said earlier, they had 400 thousand people who watched that fight. We did a taped event on Spike TV, versus his live event, and we had 1.5 million viewers. I mean, 400 thousand viewers. The Strikeforce event before this one did 165 thousand viewers. More people watch my video blogs than watched that fight."

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