“If I was Jon Jones, being that people seem to want to dislike him, I would go 100 percent Floyd Mayweather Jr.,” he said. “He wins all the time, and people dislike him, but they always tune into see him.”
Indeed, the boxing champ’s brash confidence is one of his most attractive qualities, both as a promoter and as an athlete. Mayweather posts Instagram pictures of himself in front of a Ferrari dealer and dismisses his haters as fans of another type – a distinction Cormier thinks Jones might use.
“People want to believe Jon’s not being 100 percent real with us,” he said. “They’re thinking that we’re seeing kind of an act, so give them you. If they believe you’re a complete ass, then just be an ass.”
Of course, Jones probably won’t share that opinion of himself. The champ often has spoken about being a role model for the sport and breaking down barriers to its acceptance in the mainstream. Behaving like a cocky know-it-all probably won’t help him get there, and it might not jibe with his mainstream sponsor, Nike.
Then again, one wonders whether frequent social media flareups and subsequent explanations haven’t already damaged his brand.
Cormier, who unsuccessfully lobbied to fight Jones this past year, ultimately sees an openly superior-acting champ as a business strategy, one aimed at the most important metric in just about every business.
“They’ll watch to hope that you lose, but at the end of the day, you’ll still be winning, because Floyd Mayweather makes $40 million every time he fights,” he said. “At the end of the day, that is winning.”