For Strikeforce fighters, the move has become commonplace: Win a fight, call out a UFC fighter.
Of course, both UFC and Strikeforce officials have insisted the two promotions are going to remain separate for the time being, and fighter sharing isn't a current part of the plan.
So does UFC boss Dana White cringe each and every time he hears a fighter asking for a matchup he's not going to get? Not at all, says the fiery UFC boss.
"I want these guys, if there's a certain fight they want, I want them to call it out," White told MMAjunkie.com (
UFC blog for UFC news, UFC rumors, fighter interviews and event previews/recaps | MMAjunkie.com). "I get it."
White, of course, was an important part of ensuring Strikeforce and broadcast partner Showtime were able to extend an agreement that expired in late 2011. An outspoken opponent of former Showtime exec Ken Hershman, White later took point on the negotiations when Hershman bailed for HBO.
The first event under the new agreement was January's "Strikeforce: Rockhold vs. Jardine," which was met with lukewarm response from both fans and pundits when longtime UFC vet Keith Jardine was given a middleweight title shot despite having never before competed at 185 pounds.
Of course, Strikeforce officials' hands were somewhat tied after Tim Kennedy, who Jardine replaced, was forced to withdraw from the event with an injury. Nevertheless, White admitted he was a little disappointed with the way the event played out.
"Let's just say the first Strikeforce fight didn't go the way I wanted it to go," White said. "When you get into a deal where the network controls what goes on, controls the production, controls everything – I'm working on that. I'm working on that as we speak. When these guys hand over the reigns and let me run that [expletive] thing, it will change."
Strikeforce CEO and founder Scott Coker said he welcomes White's involvement with the promotion he sold to the UFC's parent company this past March.
"I think that [White] had a pretty good role," Coker said. "He was at the show and had an interview on TV. He definitely uses social networking to promote the fight. I think you saw some of what he can do at the last event, and I think there's going to be more to come.
"Anytime a guy like Dana wants to become involved with his marketing machine behind him, I think it's going to be a great thing."
The exact vision for Strikeforce still remains somewhat unclear. The organization does remain the premier destination for female fighters, as witnessed by the March 3 headlining contest between women's bantamweight champion Miesha Tate and fast-rising challenger Ronda Rousey. The organization has also committed to folding its heavyweight division and focusing instead on the six remaining weightclasses between bantamweight and light heavyweight.
But both Showtime and Strikeforce officials have insisted there is no desire for the promotion to be any sort of feeder league to the UFC, and the vision also doesn't currently include any type of crossover fights between the athletes of the two organizations.
So then what exactly is the next step for Strikeforce?
White declined to reveal his master plan but did admit he needs Showtime to cede some power in order to execute his idea.
"I've got to get my hands on that thing," White said. "I've got to get my hands on the production and start controlling that show. If I don't, then it is what it is.
"We've got two years with these guys, but Showtime will run it (if I can't get control). We'll let Showtime run it on their own."
