At the UFC Vegas 116 media day, Aljamain Sterling was unexpectedly barred from promoting his liquor brand, Funk Harbor Rum, leading to significant backlash from fans. Historically, UFC fighters have been permitted to showcase their personal brands during events, as seen with fighters like Dustin Poirier and Conor McGregor. During the press conference, Sterling had his rum bottles on the table, but a UFC staffer intervened and removed them, which was captured in a viral clip. Fans took to social media to express their anger, with comments highlighting the inconsistency in how the UFC allows fighters to promote their brands. Sterling himself was puzzled by the restriction, noting he had successfully promoted his brand at previous events without issue. This incident has raised concerns about the UFC's treatment of its fighters and their ability to promote their own products.