From: officialflagrant
Public perception in sports, particularly in combat sports like MMA, is heavily influenced by storytelling and character portrayal, often leveraging humor and controversial statements to captivate audiences and sell events [00:02:59]. Chael Sonnen, a notable figure in fight sports, views himself not merely as a “trash talker” but as someone who executes a “master plan” to build fights [00:01:13].
The Art of the Bad Guy (Heel vs. Face)
Sonnen’s approach, which he dubs “the art of the bad guy,” involves meticulously analyzing and embodying the roles of both “heel” (villain) and “face” (hero) to promote fights [00:01:41]. He learned early on that fans are drawn to fighters who can entertain and tell a compelling story, beyond just their fighting prowess [00:02:21]. This aligns with Vince McMahon’s philosophy that “you cannot create a star if you can’t control the outcome,” emphasizing that a great promoter is essentially a great storyteller [00:02:35].
The Five W’s of Promotion
Sonnen applies the journalistic “five W’s” (who, what, when, why, and where) to building fights, highlighting “why” as the most crucial element [00:03:19]. Fighters need to establish a clear purpose for their fight beyond just a belt or ranking, as this creates intrigue and draws the audience in [00:03:50].
Authenticity and Audience Reception
Sonnen observes that many fighters shy away from being booed, despite often engaging in the “fake tough guy business” [00:04:06]. He believes that pretending to be a “nice guy” when your actions suggest otherwise is ineffective, as audiences can discern authenticity [00:07:02]. His strategy to embrace the “heel” persona often led to unexpected positive reception from the audience, making him a “cool heel” [00:07:12].
Case Studies in Public Perception
Chael Sonnen’s “Bus and Carrot” Story
One of Sonnen’s most famous instances of trash talk involved humorously fabricating a story about the Nogueira brothers attempting to feed a bus a carrot, believing it was a horse [00:08:00]. Despite the absurdity, this generated significant buzz. A Nevada executive director even attempted to revoke his license over the comments, believing Sonnen was genuinely “such a bad guy” and “doing such bad things” [00:09:12]. This demonstrates how effectively a crafted persona, even a humorous one, can influence perception.
The Code of the Heel
Sonnen adheres to a “code of the heel”: say whatever you want about an opponent, but always show up for the fight, never use profanity, and avoid threatening family [00:10:39]. He believes not using profanity forces greater creativity in insults [00:11:12]. The core of his strategy is to provoke without crossing a line that might alienate the audience, rather aiming to make them laugh [01:11:06].
Conor McGregor and the “Nice Guy” Persona
Conor McGregor initially tried a “nice guy” persona in his second fight against Dustin Poirier, offering donations [00:06:14]. Sonnen suggests this felt inauthentic, possibly an attempt to repair his image [00:06:53]. When McGregor reverted to aggressive trash talk, the audience was more engaged because it was perceived as genuine [00:07:00]. McGregor is considered a “cool heel” who could headline major events because he stayed true to his gimmick even when injured [02:42:26].
”The Bullet” Valentina Shevchenko
Sonnen criticizes “The Bullet” Valentina Shevchenko for not embracing a more authentic, “heel” persona [01:48:47]. Despite being a highly talented fighter, she struggles to be a financial draw because she presents herself as a “sweet Sally Homemaker” rather than acknowledging her “bad girl” image, exemplified by her tattoos and defense of controversial figures like Jon Jones [01:55:08]. Sonnen suggests that revealing personal stories, even controversial ones, can create compelling narratives that sell tickets [01:52:11].
Rampage Jackson
Rampage Jackson is highlighted as a fighter who was “very good on the microphone” and “hilarious” [01:44:15]. His post-fight interviews were highly anticipated, showing his ability to captivate audiences regardless of the fight outcome [01:45:00]. Rampage possessed “absolutely no filter” and the courage to say things that might ruin his career, while also being a “chess player” who planned how his words would lead to future fights [01:48:50].
The Call-Out Culture
The “call-out” at the end of a fight has become a crucial part of fight promotion, allowing fighters to set up their next matchups while they have the most eyeballs on them [01:51:37]. This strategic extension of the fight narrative contrasts with older traditions where fighters simply thanked their teams and went home [01:55:30].
The “Belt” vs. The Story
Sonnen argues that the championship belt itself is often an “illusion of curiosity” [01:59:59]. Fighters like Nate Diaz can draw massive audiences regardless of whether a belt is on the line, because their persona and the underlying story are compelling enough [02:02:12]. Ultimately, the loudest audience reception determines the star of the show, not necessarily who holds the belt [02:04:42].
Challenges to Perception
Fighting the “Fake Tough Guy” Business
Sonnen notes that many MMA fighters are “fake tough guys” who are tough in front of microphones but are reluctant to sign contracts or fight frequently [00:04:06]. He emphasizes that if you’re going to be a “dirty rotten cage fighter,” you should admit it [00:05:02].
The Cost of Honesty
Sonnen’s outspokenness as a heel sometimes led to negative consequences, such as an athletic commission attempting to revoke his license for his humorous trash talk [00:09:12]. He was surprised by how much public officials “marked out for the gimmick,” taking his persona seriously [00:09:39].
Dealing with Audience Approval
Ironically, when his “heel” tactics led to cheers instead of boos, Sonnen sometimes felt “uncomfortable” because he had trained his whole life to be hated [00:45:33]. He struggled with how far he could push the “heel” persona when the audience began to love it [00:07:22].
Impact Beyond Sports
Sonnen believes his ability to craft narratives and manipulate perception would make him effective in politics [02:54:49]. He observes that politicians, much like fighters, use specific personas and rhetoric to influence public opinion. His own experiences, including his past as a “Robin Hood” figure who “robbed banks” to reclaim his grandmother’s property, are part of the complex personal narrative he uses to connect with audiences [02:04:26]. He views politicians as “pawns” for billionaires, but believes he could use his understanding of public perception to be a truly influential figure [02:55:51].