John Riordan: Dana White is driving a machine that knows it can rely heavily on its following

That a young up-and-coming boxer must look to the UFC for a co-promotional twist, the first combat sport deal of its kind, is yet another damning indictment of how the fight genres have experienced inverted commercial realities.

DALLAS, TEXAS - JULY 29: Dana White attends the UFC 277 ceremonial weigh-in at American Airlines Center on July 29, 2022 in Dallas, Texas. Pic: Carmen Mandato/Getty Images

When you live in New York City, you get used to witnessing the borderline psychotic behaviour of superfans trying to get as close as they can to the objects of their affection.

Waiting for hours outside restaurants for selfies, whether the finished product be consensual or not. Darting down crowded SoHo streets for the rumour of a celebrity couple out shopping.