Morning Report: Dana White says 'short-sighted' fighters complaining of Reebok deal 'don't get it'

After 'pi**ing' [as Joe Rogan put it] all over heavyweight Brendan Schaub last week, UFC president Dana White isn't the man to cry to over the Reebok uniform deal.

"The fighters aren't thrilled about it," White told Power 106 Los Angeles Wednesday. "I don't know, man. These guys don't get it. These guys are short-sighted sometimes. It's good for the industry. It's good for everybody. You want to have a deal like this.

"Let me tell you what's going on. Our weigh-ins are live on TV. You see some of the underwear these guys wear? Guys in like SpongeBob SquarePants underwear. We need to take this thing to the next level and have them in all Reebok gear."

After Schaub claimed he 'made six figures in sponsorship in each of his last 6 fights,' White mocked him last week on TSN's Off the Record with Michael Landsberg.

White discredited the notion that Schaub, specifically, earned anywhere near that sum in sponsorship income, then rattled off a handful of businesses he claimed to be working with the heavyweight.

Schaub responded days later on Rogan's podcast, saying the list of sponsors was incorrect. He said that most of the names White read were off his banner -- not his actual sponsors. One sponsor being outright wrong.

"I just think he was misinformed," Schaub told Rogan. "Someone misinformed him. I've never even heard of that. That's not my sponsor. It's not even a sponsor I work with."

Wednesday, White had more company names who may or may not sponsor a certain unnamed UFC heavyweight.

"Some of these sponsors, one guy, I'm not kidding you, 'NoHo Hangover' is one of his sponsors," White said. "1-800-radiators. Condom Depot. I could go on for days. DNL Deli Market. The Tire Barn. These are some of the sponsors these guys have.

"Reebok has stepped up. These guys have spent a lot of money. We're giving every dime of the money that's coming in to the athletes."

Asked to explain the backlash, White's explanation was simple.

"Change," said White. "Change freaks everybody out. Listen, these guys can all keep their sponsors. They can all have them. They just can't wear them in the octagon. That's no different from any other sports organization on earth. NFL, NBA, Major League Baseball. It was the next step for the evolution of the sport. It had to be done, but nobody likes change."

White admits the deal has been a tough sell to fighters, but says the relationship 'could' be a launching pad for at least one fighter presumably already earning millions of dollars.

"If this thing goes right and it does well, there could be a Michael Jordan for Reebok in this group of guys and girls. It could be Ronda. It could be this one or that one that could have a long-lasting relationship with Reebok for the rest of their life. It's a good thing."

Back to Ronda, White uses the UFC's biggest star as an example of someone making it by just fine without 'in-cage' sponsorships.

"To tell you the truth, Ronda is actually one of the most sponsored people in the UFC," White said. "She makes millions of dollars in sponsorship. She's never worn one in the Octagon, ever. She wears UFC stuff. It's part of the evolution of the sport.

"For the toughest guy's and girls in the world, this thing's like a hair salon. Everybody freaks out and starts gossiping and freaking out. It'll blow over."

5 MUST-READ STORIES

Five rounds. Dana White says former UFC light heavyweight champion Jon Jones will get an immediate title shot whenever he makes his return to fighting.

No sympathy. Daniel Cormier says 'It's time for people to stop feeling sorry' for Jon Jones. "I don't feel sorry for Jon; I feel sorry for the lady he hit in the car that has a baby coming"

'I guarantee it does over two million PPV buys.' Dana White sounds bullish on a future fight between UFC women's bantamweight champion Ronda Rousey and Invicta FC featherweight champion Cris Cyborg.

Chat Wrap. Luke Thomas previews UFC 187, discusses Rousey-Cyborg, Brendan Schaub on UFC-Reebok deal and more in this week's live chat.

HOF. Jeff Blatnick, the former UFC announcer and commissioner who wrote the first rule book and gave the sport its name, along with the 2005 Matt Hughes vs. Frank Trigg welterweight championship fight, were named as part of the 2015 class of the UFC Hall of Fame.

MEDIA STEW

UFC 187 Embedded episode 3.

Chris Weidman reflects on his tumultuous journey to the top, almost quitting MMA before he really got started, his year to forget, fighting Vitor Belfort, his legacy, and much more.

Performance Replay: Hayder Hassan vs. Andrews Nakahara on TUF.

Chris Weidman's UFC 187 vlog episode 2.

Bryan Callen on Brendan Schaub, Dana White & UFC Reebok deal.

Rousey's full segment on HBO's Real Sports.

Long watches.

UFC 187 Care/Don't Care Preview

...

UFC 187's Daniel Cormier: 'Anthony Johnson has real power, unlike Jon Jones'

TWEETS

Beef.

Ha! @dc_mma who the hell have you beat @ 205? No one in the top 10. Don't come at me and say I haven't beaten anyone https://t.co/h2aIiWXlZW

— Ryan Bader (@ryanbader) May 20, 2015

.@dc_mma we were scheduled to fight twice and you got out of both, don't let the @ufc bail you out of your first title defense against me.

— Ryan Bader (@ryanbader) May 20, 2015

@ryanbader @ufc shut up bader , I've got a belt to win. Stay in ur lane only reason u get any pub is because I mention u.I begged to fight u

— Daniel Cormier (@dc_mma) May 20, 2015

@ryanbader @ufc u want a title shot. I win and u can get it. Easy work bader. Shut the hell up!

— Daniel Cormier (@dc_mma) May 20, 2015

Apparently you begged to get out of them also. Good luck sat. If AJ doesn't whoop your ass I will. https://t.co/9Dl9lsOJ3M

— Ryan Bader (@ryanbader) May 20, 2015

@BryanCaraway Riddle me this, riddle me that. Caraway dont be a pussy cat. Sign the dotted line or I'll embarrass ya w/more hot fire rhymes!

— Aljamain Sterling (@FunkMaster_UFC) May 20, 2015

Ur a blackbelt & Im only a purple, standup or on the ground Ill out work and choke you. If u resist I'll punch u till u turtle @BryanCaraway

— Aljamain Sterling (@FunkMaster_UFC) May 20, 2015

Bro...you can't ignore me for too long. I just stomped on ur sand castle & kicked dirt in your eyes. #DoSomething... https://t.co/WlPA1uZb7E

— Aljamain Sterling (@FunkMaster_UFC) May 20, 2015

Very cool.

Got to hangout and watch some fights with the legend @ruminasato pic.twitter.com/sTqhzAR1Sn

— Dana White (@danawhite) May 20, 2015

Don't hurt him.

My Father and @dc_mma grappling in the gym Отец бориться с Кормье ))) https://t.co/mr6gwHFWzM

— khabib nurmagomedov (@TeamKhabib) May 20, 2015

My Father and @dc_mma grappling in the gym Отец бориться с Кормье )))

A video posted by Khabib Nurmagomedov (@khabib_nurmagomedov) on May 19, 2015 at 10:39pm PDT

Bit of a size difference.

The score will be settled between @KimboSlice and @ShamrockKen in the @BellatorMMA cage on June 19th! #Bellator138 https://t.co/fcsyWKXCnk

— SPIKE (@spike) May 20, 2015

Congrats.

Hey @FRANKTRIGG looks like we's going to be in the HOF.

— Matt Hughes (@matthughes9x) May 21, 2015

Thank you for epic fights, an epic rivalry and being one of the best champs of all time. @matthughes9x #HOF

— FRANK TRIGG (@FRANKTRIGG) May 21, 2015

Get well soon.

Sorry Wendell & fans, I tried my best to tuff thru the pain & I know u can never fight at 100% in this sport but I'd like to be at least 70%

— TJ Waldburger (@TJWaldburger) May 20, 2015

.

Please be careful.

I mean when given/maybe not given the opportunity to slide down on a pbr bull. One take full... https://t.co/2vypnH5xP2

— Cowboy Cerrone (@Cowboycerrone) May 20, 2015

You think so?

Breaking news: @MMAWorldSeries will blow everyone's socks off this Monday @SugarRaySefo

— Ali Abdelaziz (@AliAbdelaziz00) May 20, 2015

FYI.

It's official there will be @reddit AMA with @RondaRousey because @slate9 said so pic.twitter.com/EkSqxibzCD

— DrAnnMaria (@DrAnnMaria) May 21, 2015

No thanks.

FIGHT ANNOUNCEMENTS

Announced yesterday (May 20 2015)

Ovince Saint Preux vs. Glover Teixeira at UFC Fight Night: Nashville

Holly Holm vs. Marion Reneau at UFC Fight Night: Duffee vs. Mir

Wendell Oliveira vs. Darren Till at UFC Fight Night: Alves vs. Condit

Found something you'd like to see in the Morning Report? Just hit me up on Twitter @SaintMMA and we'll include it in tomorrow's column.