Tito Ortiz is a prime example of someone with a bad PR representative..mostly himself. There were plenty of opportunities for the man to regain public sympathy, and even admiration if his image was handled right. Whatever the case was it was handled poorly and being the cocky snark that I am – I could have made it happen.
Ever since former light heavyweight champion Tito refused to fight clear #1 contender Chuck Liddell before their clash at UFC 47, Mr. Ortiz had been struggling with public image. It was a near insurmountable task to overcome the perception of cowardice despite his claims that he and Liddell refused to fight each other because they were “friends”. So after Dana white became exasperated with his champion he coaxed Tito out of hiding by offering a fight with a natural heavyweight in Randy Couture. He accepted, lost, and then this happened.
Now, his hand was forced and in order to get a rematch with new champion Randy Couture he had to face Liddell. It happened at UFC 47 and he was knocked out. He rebounded at UFC 50 and then UFC 51 with wins over Patrick Cote and Vitor Belfort respectively. After the win over Belfort, Tito lost it and started calling out everyone.
That’s when it all went south. Ever since that moment his PR has been crap and he has had only one truly significant win since over Ryan Bader which has not helped matters.
Here’s how his PR should have been handled.
HUMBLED
Right after his comeback win over Vitor Belfort his path should have been one of a low key, gracious in victory guy. I don’t care how emotional he might be, or unstable for that matter. His victory over Belfort was a narrow split decision one and not the time to run in to the stands carrying a flag, return to the cage like the greatest fighter of all time, and then proceed to call out everyone in the building. Something else might have worked better.
I just want to thank my fans. I worked hard for this victory and I needed their support. I had some ups and downs over the past few years. You win some, you lose some, but I am back on track. I would like a rematch with Chuck Liddell down the road, but for now I want to focus on making my way back up the ladder and earning a title shot. Thanks everyone.
Short and sweet, and not the image of arrogance we saw. A real fighter lets the fans decide when they are “back” and not the fighter himself. Cockiness doesn’t end well for most. Lesnar, Rousey, Liddell, Rampage, McGregor, and so on. Once you start believing the hype it’s over.
GRATEFUL
When he returned at UFC 59 he won by split decision – a very close split decision over Forrest Griffin. After the fight, after all of the hype of his return he used a controversial decision celebration to put himself in a bad position. Forrest Griffin was the UFC’s golden boy back then and he had everyone behind him wanting him to be successful. Ortiz, in typical fashion ended up missing an opportunity to recognize that and make himself look like a true legend, and someone who wanted what’s best for the fans and the sport. This should have happened with no typical Ortiz celebration.
Forrest is a hell of a warrior. He’s part of the future of this sport and I learned tonight what they are capable of. I want to thank the UFC and Forrest for giving an old guard guy a shot at showing I can still go. Like I said before, I would love a rematch with Chuck Liddell when the timing is right, but for right now I need to earn it. Thanks to the fans for making me feel welcome and I am glad to be back home.
Imagine if he was gracious in victory to a younger guy who has everything to prove. What a difference that would have made.
NO MORE EXCUSES
Almost every Tito Ortiz fight starts with him saying something about his health in the weeks leading up to it.
I’m in the best shape of my life, I feel great. This is the best Tito Ortiz you will ever see.
After losing, or putting on a bad performance we get this.
I was injured in training. About three weeks in I hurt my knee bad and I couldn’t even punch the bags or do any wrestling. I didn’t want to disappoint Tito Ortiz fans and I took a shot. He was the better fighter and I tip my hat to him.
Look at that contradiction. What was it, Tito? Were you injured and that’s why you failed, or was it because he was better than you? Can you see why fans and critics despised him most of the time? You are either gracious in victory and defeat or you can make excuses why you didn’t perform well and taint the victory for your opponent.
DANA WHITE
Remember when Tito signed with the UFC and one of the stipulations was a boxing bout with his boss? It never happened and not because of Dana White. Problem – White didn’t know that and Ortiz didn’t show up for the weigh ins. Tito cited injuries and that it was all just a joke.
Dana spent weeks getting ripped, working on striking, and preparing.
Look, we know Dana is a better boxer than Tito and I think Tito did, too. Imagine getting owned by your boss and the media picking up on it. He should have held up his end of the bargain and stuck to his original agreement. He even hyped the fight himself so it’s not like he didn’t know about it. The appearance was that he chickened out. He should have done it and sucked it up in the follow up interviews. It could have been a big win.
I knew going in to this thing that Dana was a better boxer. I still had to hold up my end of the bargain and I took it like a man *laughs*. We shook hands and now I can focus on my MMA career again. Dana is a great guy and I’m lucky to have him as a friend.
Tito wins, Dana wins, and his public image wins.
These are just three examples of ways he could have saved face, but instead he chose to market himself and “brand” his name. You have to win first, and you have to make people get behind you. It’s better for business and better for you.
Tito’s legacy is that he never lived up to the hype of his return and made excuses almost every time he lost. Sad.