Dana White has been slammed after one of his fighters suffered memory loss after he was knocked out.
The UFC boss recently launched his new venture in the world of combat sports: The Power Slap League, which is exactly what it says on the tin.
This 'sport' doesn't consist of any great skill in terms of martial arts or boxing, it is just two people standing in front of one another and taking it in turns to hit their opponent as hard as they possibly can in the face.
It is as brutal - and stupid - as it sounds.
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But while it's only in the early stages, the league has already come under fire from medical experts and fight fans.
During the exhibition phase of the league, welterweights Chris Thomas and Chris Kennedy went toe to toe.
And it didn't last very long for Kennedy, who was knocked spark out immediately.
In footage shared online, Thomas can be seen lining up his shot before savagely connecting with Kennedy's face and sending him down on his back.
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Medics then raced over to check whether he was ok as Thomas celebrated his victory.
The way in which Kennedy fell, however, concerned Chris Nowinski, the founder of Concussion Legacy Foundation.
Taking to Twitter, he blasted the UFC president for setting up the Power Slap League and 'exploiting' fighters, claiming it could lead to them suffering permanent brain damage.
Sharing the clip, he said: "This is so sad. Note the fencing posture with the first brain injury.
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"He may never be the same. Dana White and TBS Network should be ashamed. Pure exploitation.
"What's next, who can survive a stabbing?"
It was later revealed that Kennedy suffered short term memory loss, with the medical team having to remind him of what had just happened.
"You can sit on your butt right now. The doctor is next to you okay you got knocked out," an official told.
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Kennedy then replied: "Got knocked out doing what, was I fighting?".
To which the medic said: "Yes, you are in the slap event."
After the fight, White praised Thomas, saying he had a great performance.
"He's got unbelievable power, great energy, I love everything about that kid," he said.
LADbible has reached out to Dana White for comment.
Topics: Sport, UFC, Dana White, US News, Twitter, Viral, Health
Dominic Smithers