Mailbag: Did Merab Dvalishvili make a mistake revealing his toe injury ahead of UFC 316?
All that and more in this week's mailbag. To ask a question of your own, hit up @benfowlkesmma or @benfowlkes.bsky.social.
@NeedXtoseePosts: With Merab posting a video of his injury (again) and continuing his videos,
Is there a sillier little guy in the UFC?
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A while back I asked Merab Dvalishvili about his approach to social media and the thing he seemed most adamant about was that he didn't want it to be the same boring crap that most fighters do on there.
You've probably seen what he's talking about. It's all gym selfies or pictures of boringly nutritious dinners or half-hearted sponsor shoutouts. One day the fighter is posting pics of his training partners with some 'iron sharpens iron' caption. Then three weeks later, after he loses his fight, he's on there telling us how he suffered a punctured lung in sparring (but of course he's not making excuses).
To be clear, Merab is also doing many of those same things on his Instagram. But he's also doing a fair amount of Just Messing Around. He has his little skits with the Sean O'Malley lookalike (who at this point is like a regular on a long-running sitcom, whether he likes it or not). He has stuff that is at least recognizable as attempts at humor. And when he hurts his toe on somebody's head, sure, he's going to tell us that in the most good-natured way possible.
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I see it as Merab staying true to his own vision, which I respect. I also see it as some stuff I'd want to pay attention to if I'm O'Malley. If they end up in a clinch against the fence, you think that toe isn't getting stomped? I'd just about guarantee it. There is such a thing as being too open and accessible on social media, especially in this sport.
@Kib_KC: Would you rather: Max wins an all-out war, or Dustin wins via gilly
This is one fight where I'm firmly in the 'I just hope both teams have fun' camp. One of the reasons I like this booking so much is because we could conceivably be happy with a bunch of different outcomes.
If Dustin Poirier wins (especially via his first career guillotine choke) and rides off into the sunset, awesome. If Max Holloway gets one back against a friendly rival he's been battling in the UFC since they were both fresh-faced kids, also cool. As long as we get a good fight with a clear conclusion, it'll be a success.
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But if you force me to pick a side, I have to go with Poirier in this one. Seeing him exit the sport with a win in front of his home crowd would be a real feel-good moment. My only fear is that, sometimes when fighters win that retirement fight, it convinces them that they shouldn't be retiring after all.
@jaypettry: If you were to wrap one currently scheduled fight in bubble wrap and guarantee it happens, which one would it be?
Dricus du Plessis vs. Khamzat Chimaev at UFC 319. I would have chosen Ilia Topuria vs. Islam Makhachev if the UFC hadn't found a way to avoid giving fans what they actually want there. Instead I'll take this legitimately fascinating middleweight title fight, and for two main reasons.
The first is that, style-wise, this feels pretty bonkers. Will "DDP" get to launch his awkwardly effective herky-jerky offense on yet another top 185-pounder? Or will Chimaev take him down and grind him into a fine paste before he can even get going? There are just so many weird ways for these fighters to mix up their styles and skills together, and I can't wait to see what it actually looks like.
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The second reason is that, whether we want to admit it or not, du Plessis now stands on the precipice of middleweight greatness. If he wins this fight he'll have victories over almost everyone who's mattered at middleweight for the last five-plus years. He finished Israel Adesanya and Robert Whittaker. He beat Sean Strickland twice. He's undefeated in the UFC. Now he could add a win over the guy we've been hearing about as the heir apparent seemingly forever.
I ask you honestly, is there a better middleweight run this side of Anderson Silva? "DDP" could cement his status as one of the all-time greats at 185 pounds here. And I don't think we're anywhere close to being emotionally prepared for that possibility.
@grave_ko: After everything thats happened since Jon went to heavyweight and even disregarding personal issues, does the steroids and the ducking both Francis and Tom do enough to fully tarnish Jon Jones legacy that he can no longer be considered a GOAT candidate? Thanks guys.
It's always tricky trying to have to legacy conversation while a fighter's career is … technically … kind of … sort of still going. Even right after somebody retires, we don't necessarily know for sure what the full picture might look like. We need some time and distance to assess these things.
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Thing is, you can undercut almost any fighter's accomplishments if you really want to. Georges St-Pierre? He was a decision specialist who bailed on the division just when good fighters were starting to show up. Fedor Emelianenko? Fought nothing but tomato cans in an organization devoted to his continued success. Anderson Silva? Well, I have nothing right now but give me a few days and I'm sure I'll come up with something.
Point is, even if you have a legit claim to GOAT status on paper, it doesn't guarantee people will give you full credit later on. This is especially true if you exit on a very sour note.
Consider that there are probably plenty of 'pandemic fans' — people who only got into this sport when the UFC was one of the few shows going during the spring of 2020 — who don't get what the big deal is about Jon Jones. He's only won two fights since then, the last of which came against a semi-retired 42-year-old firefighter. If he retires without fighting Tom Aspinall, that will be one of the main things they remember about him.
@PhotoAmy33: What's the walkout song you hope you never have to hear again?
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'Roar' by Katy Perry. No disrespect to Miesha Tate for choosing this, but what the hell. It's an assault on the eardrums by one of the most blandly vapid pop stars of the past two decades, and you think that's going to get a crowd fired up to see you fight?
Honorable mention, since it's not technically a walkout song: That terrible dubstep remix of 'Hotel California' that the UFC's house DJ used to play at every event. There's a song where both concept and execution are an affront to humanity. People have been jailed for less.
@johnwmerva: Has MMA really passed, or hit, its high water mark? It just seems that the UFC is in decline or putting in no effort, ONE is really a Muay Thai org and PFL/Bellator are out. Where's the sport actually going to go to now if no-one's really pushing its development?
It's in a lull, but that doesn't mean it will stay there. If you look at the history of fight sports, from the bare-knuckle days of the London Prize Ring to now, you'll see that it always moves in waves. A popular or controversial fighter appears, drives interest, and then declines or departs. Fan interest waxes and wanes. It's how it always goes, and right now we appear to be in a waning phase.
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The only thing that really worries me about it is that the UFC and its parent company are still raking in revenue despite the lull. They've done such a good job of, as TKO executive Ari Emanuel once put it, 'taking the lumpiness out of the business,' that the company still gets paid a ton of money even if no one is watching.
So where's the incentive to really get fans excited, or to do a good job of building and promoting new stars? That's what I worry about. If the suits in the boardroom see that they can put this thing in cruise control and still bathe in cash, they don't have much reason to try harder.
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These collaborations often take the form of Instagram posts, TikTok videos, or sponsored reels showcasing Bentley enjoying a toy, trying a new treat, or even lounging in pet-friendly furniture. In the USA, brands are highly focused on authenticity. Bentley's content is carefully crafted to feel genuine rather than overtly promotional. This builds trust not only with his audience but also with the companies who see him as a reliable ambassador for their products. His ability to maintain this balance makes brand deals one of his most consistent income streams. Sponsored Social Media Posts and Story Integrations Beyond traditional collaborations, Bentley earns revenue from sponsored posts and story integrations. Companies pay Bentley's team to feature their products directly within his daily content. A simple Instagram story of Bentley enjoying a new chew toy or wearing a stylish pet accessory can generate significant brand engagement. Because Bentley's followers are already invested in his lifestyle, they're more likely to trust his 'recommendations.' This positions him as a micro-celebrity whose digital endorsements carry weight in the competitive US pet market. The growing trend of pet-focused influencer marketing ensures that Bentley's sponsored content remains a profitable channel. Merchandise and Bentley-Branded Products Bentley's brand doesn't stop at digital content—he has extended his presence into merchandise. From apparel featuring his signature face to accessories for both pets and humans, Bentley's merchandise taps into fans' desire to connect more closely with him. In the USA, where consumer spending on pets has reached record highs, Bentley's branded products offer fans the chance to 'take a piece of him home.' Merchandise not only creates a steady revenue stream but also strengthens brand loyalty, turning followers into paying customers who proudly showcase their Bentley-themed gear. Affiliate Marketing and Bentley's Influence on Pet Purchases Affiliate marketing plays a vital role in Bentley's pet influencer business model. Through carefully curated links and discount codes, Bentley's followers can purchase products he uses or recommends. Each sale generates commission for Bentley's team, creating a passive income stream that requires less direct brand management. Given the USA's booming e-commerce sector, this model fits seamlessly with consumer behavior. Fans enjoy receiving exclusive codes from Bentley while brands benefit from trackable conversions. This win-win approach highlights how pet influencers like Bentley tap into digital shopping trends. Event Appearances and Public Engagements Bentley's influence also extends offline. From pet expos to brand launch events, Bentley has appeared at gatherings where fans can meet him in person. 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By lending his name and identity to exclusive launches, Bentley positions himself not only as a consumer-facing brand but also as a market innovator within the US pet industry. The USA Pet Influencer Landscape and Bentley's Strategic Position The USA pet influencer market is uniquely shaped by consumer spending habits, digital trends, and strict regulations. Pet spending in the United States has surpassed $100 billion annually, with a growing portion allocated to premium products, services, and experiences. Bentley thrives in this space by aligning with brands that reflect quality and relatability. At the same time, Bentley's business model adheres to Federal Trade Commission (FTC) guidelines requiring clear disclosures on sponsored content. His team ensures transparency with followers, using hashtags like #ad or #sponsored when necessary. This not only maintains legal compliance but also reinforces audience trust—an essential component of sustaining long-term influence. Community Engagement: Bentley's Secret Ingredient Beyond income, Bentley's true power lies in his community engagement. His followers don't just view him as a cute pet—they see him as part of their daily lives. Bentley's content often includes storytelling, emotional moments, and relatable pet-owner experiences, making fans feel personally connected. This level of engagement builds a loyal fan base that translates into higher ROI for brands. Unlike traditional advertising, Bentley's community-driven approach ensures that every collaboration feels authentic, amplifying the effectiveness of his business model. A Blueprint for Replicating Bentley's Business Model For aspiring pet influencers, Bentley's strategy serves as a blueprint for building a sustainable income. His model can be broken down into several actionable layers: Build a strong, authentic online presence – Focus on storytelling and daily relatability to attract genuine followers. Diversify income streams – Rely on multiple sources such as sponsored posts, merchandise, affiliate links, and event appearances. Align with USA market trends – Collaborate with premium brands that match consumer spending habits. Follow FTC guidelines – Maintain transparency and credibility with audiences by disclosing paid promotions. Leverage community engagement – Turn followers into a loyal fan base that actively supports both content and commerce. By following this structure, other pet influencers can replicate Bentley's balance of creativity, income generation, and long-term sustainability. The Bigger Picture: How Bentley Shapes the Pet Influencer Economy in the USA Bentley's model goes beyond personal success. His influence has indirectly reshaped how brands in the USA approach marketing. Companies that once focused exclusively on human influencers now allocate budgets for pet partnerships, recognising their emotional and cultural impact. This shift represents the rise of a niche economy—where pets not only entertain but also act as serious revenue-generating partners in brand campaigns. Bentley exemplifies how a single pet influencer can drive this change, pushing industries from fashion to food to consider animal-led collaborations. Conclusion: Bentley's Business Model as a Pet Economy Game-Changer Bentley's story highlights more than just the journey of a beloved pet influencer—it illustrates the evolution of digital monetisation in the USA. Through strategic brand partnerships, diverse income streams, merchandise, and authentic community engagement, Bentley has created a thriving business model that blends cuteness with commerce. For fans, Bentley remains a source of joy and companionship. For brands, he is a valuable marketing partner. And for the pet influencer industry, Bentley represents a benchmark of success—a model that others aspire to replicate. His impact stretches far beyond likes and shares, shaping how businesses view pets not only as companions but as partners in a growing economy. In Bentley's world, every wag, pawprint, and playful glance carries both emotional value and economic potential—proving that the pet influencer business model in the USA is here to stay, with Bentley leading the way. This article is intended solely for informational and editorial purposes. It does not constitute endorsement or promotion of any artificial intelligence technology. Business Upturn makes no representations or warranties regarding the accuracy, completeness, or reliability of the information provided.