"A good promoter is a good storyteller"- Chael Sonnen reveals the "secrets" of promotion to be successful in the UFC

Chael Sonnen is widely regarded as one of the greatest mixed martial artists to have never won a championship. In each of his three title opportunities, Sonnen faced either Jon Jones or Anderson Silva, two of the greatest mixed martial artists of all-time.

Sonnen, who fought in the main event of multiple pay-per-view events, recently shared what it takes to sell and promote such fights. Speaking to former double champ Henry Cejudo and undefeated lightweight Mark Madsen, Sonnen stated:

"These stories don't have to be the world's most complex... We're not trying to work for NASA here. We're not trying to solve the homeless crisis. We're trying to tell a story as to why me competing with this guy matters. Why it matters to me, why it matters to him, and why we think that you will care and very few guys come in with a story."

Sonnen added:

"They talk about guys that are great promoters, what does that mean? They put up more billboards than the other guy? They put out a more interesting advertisement than the other guy? What does it mean to be a great promoter?... A good promoter is a good storyteller. A fight that's huge has a story that the people love. We're in the storytelling business."

It becomes apparent that fighters are in the storytelling business with nearly every fight card. It is more than common to see fighters trade barbs leading up to the fight, only to turn around and show respect afterwards.

Watch Chael Sonnen discuss the importance of storytelling below (starting at the 14:18 mark):

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Chael Sonnen disputes notion that Colby Covington can't stand with Khamzat Chimaev

Colby Covington and Khamzat Chimaev are reportedly close to a deal to clash at UFC 285. The winner of that fight would presumably receive the next welterweight title shot. UFC middleweight Robert Whittaker shared that he believes Chimaev's stand-up made the fight a terrible matchup for Covington, however, Chael Sonnen disputed the notion.

Speaking on his podcast Beyond the Fight, Sonnen stated:

"Where did this come from that Colby can't stand up with Chimaev? What is it that you've seen from Chimaev within his stand up that makes you think he's a natural? He may well be. I've heard the rumors and the reputations. I know how highly I think of Chimaev. I'm asking what is it you've seen?"

Sonnen added that although Covington is a wrestler, nothing about his stand-up game suggests that he is uncomfortable. With Chimaev also possessing elite wrestling, it will be interesting to see if his opponent changes his strategy to focus more on striking.

Watch Chael Sonnen dispute the notion that Colby Covington can't stand-up with Khamzat Chimaev below (starting at the 7:40 mark):