The build-up to UFC 328 in New Jersey has reached a fever pitch as Khamzat Chimaev and Sean Strickland prepare to settle their growing feud at the Prudential Center. With tensions boiling over online and Joe Rogan cautioning the promotion about a potentially explosive face-off, all eyes have turned to UFC boss Dana White for answers. During a recent livestream with streamer Adin Ross, White laid out how the UFC plans to handle the blockbuster middleweight showdown without letting it spiral out of control.
White’s Plan to Fortify UFC 328 Week
In a candid chat, Dana White admitted he’s taking no chances with the Chimaev vs Strickland build-up. He confirmed that security will be ramped up “throughout fight week,” making it clear that this isn’t just any other face-off scenario.
“We’re beefing up everything—security, staff, protocols,” White said. He insisted the UFC won’t shy away from the new Paramount face-offs, despite concerns the rivals might come to blows before stepping into the Octagon.
White’s commitment means cameras will roll, but fans inside the Prudential Center should expect tighter crowd control. It’s a move aimed at preserving the theatrics while preventing an all-out melee before the main event.
Rivalry On and Off the Screen
Chimaev and Strickland have been trading barbs for months, their social media war matching the intensity of any title bout. Strickland’s controversial jabs at the undefeated Chechen grappler escalated quickly, prompting Rogan to warn the UFC that emotions could boil over during the customary face-off.
Despite Rogan’s plea to skip the Paramount shoot, White stands firm on keeping the format intact. “They don’t like each other—perfect,” he quipped. “That’s what fight fans pay to see.”
This rivalry isn’t just hype: both men have backing from diehard fanbases ready to witness a spectacle. Come fight night, grudges will be settled in the Octagon rather than on the weigh-in stage.
Paramount Face-Offs and AI-Driven Marketing Fuss
Since launching its Paramount deal earlier this year, the UFC has leaned into flashy face-offs to spice up fight week broadcasts. But it’s not just the live build-up drawing flak—recent AI-generated promos have some fans up in arms.
Dana White didn’t hold back when pushback rolled in: “Just shut up and watch the f––– fights,” he snarled in a separate interview. His blunt response underscored the promotion’s desire to keep moving forward, whether fans love every innovation or not.
Still, the AI controversy lingers as UFC 328 approaches. Between tech-driven marketing and the combustible energy between Chimaev and Strickland, UFC 328 is shaping up to be one of the most talked-about events of 2026.
As fight night looms, Dana White’s assurances will be put to the test. Security will be on high alert, cameras will capture every stare-down, and millions of fans around the globe will be watching. Regardless of the outcome, one thing’s certain: UFC 328 is setting the stage for an unforgettable chapter in the middleweight division.
FAQ
When and where is UFC 328 taking place?
UFC 328 is set for May 9 at the Prudential Center in Newark, New Jersey. The event will air live on ESPN+ in the UK and internationally through UFC Fight Pass.
Will there be a traditional face-off between Chimaev and Strickland?
Yes, Dana White confirmed the Paramount face-off will go ahead despite warnings. However, security measures will be tighter than ever to prevent any physical altercations.
What did Joe Rogan say about the pre-fight build-up?
Joe Rogan cautioned the UFC against staging the face-off for Khamzat and Sean, fearing their heated rivalry could spark before the fight. His comments pushed Dana White to address fan concerns directly.
How have fans reacted to the UFC’s AI marketing?
Many fans have voiced frustration over AI-generated posters and promos, calling them impersonal. Dana White responded by urging critics to “just shut up and watch the fights.”
What’s next for the winner of Chimaev vs Strickland?
The victor is poised to solidify their claim at the top of the middleweight division. Potential matchups include rematches with former champions or fresh title challenges against rising contenders like Dricus du Plessis.
