Chael Sonnen: Great promoter or greatest promoter?

Maggie Hendricks

CHICAGO -- "Chael's nuts."

UFC president Dana White started off the press conference with the statement that everyone in MMA has thought, but not said. Sonnen, who walked out with a UFC championship belt and the words, "Undisputed, undefeated!" flowing from his mouth, showed again he is the best promoter in MMA.

White barely had to say anything to promote Saturday's bouts on Fox, because the Sonnen Show took center stage. His opponent on Saturday, Michael Bisping, tried to keep up with Sonnen, but his attempts were futile.

Sonnen explained where he picked up the belt ... kind of.

"Well, for those of you who can't see, this is the championship belt that I took from Anderson Silva. In this country, possession is nine tenths of the law. Finders keepers, losers weepers. If he wants it back, he knows where he can find it."

"I think you can get it on eBay for $29.99!" Bisping said.

Sonnen even broke into rhyme.

"You're looking at the reflection of perfection. You're looking at the man who gets all your attention. You're looking at the man with the biggest arm. At the man, with the greatest charm, the man in Chicago who will do harm to the guy three doors down."

White, standing between Sonnen and Bisping, couldn't help but smile as Sonnen spit out rhyme after rhyme. He was particularly happy as Sonnen added the time and station of the fights to each exclamation.

"Whatcha gonna do, when you know who? How ya gonna deal, with the man of steel? How ya gonna react to Sonnen's attack? Tune in on the 28th! 8 p.m. Eastern Time! You'll find out who the real champion is."

If Sonnen keeps the act up -- and there's no reason to believe he won't -- White won't have to work to promote a single Sonnen card. Why would he, when the "champ" does the work for him?

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