Dana White is learning that launching a brand is not easy.

That brand the UFC President is attempting to launch is Zuffa Boxing. The sport of boxing and MMA is an interesting place right now. It seems that MMA fighters want to be boxer and boxers want to be MMA fighters.

Historically, both sports have stayed in their lane, but that has changed once the big fight between Conor McGregor and Floyd Mayweather took place last August. No doubt it changed the game and those who are fighters want to get as much money as possible for their services.

If you recall, back in March, it was reported that White made an offer to Anthony Joshua to get him to compete under the Zuffa Boxing banner.

White has made it well known in the past that he is a big fan of the heavyweight champ and would like to promote him as part of his planned venture into boxing.

Joshua (21-0, 21 KOs) last fought in a major unification bout with New Zealand’s Joseph Parker (24-1, 18 KOs) on March 31st in Cardiff, Wales.

Joshua ended up winning the fight. This marks the third consecutive stadium show for England’s Joshua, who is one of the highest-paid, biggest stars in the sport today.

At the time, it was reported that White planned to attend the fight and attempt to lure Joshua away from promoter Eddie Hearn with a ridiculously lucrative multi-fight offer.

Also, it was noted that the promotion would be willing to offer him a deal that could earn him $500 million (£353 million) and make him the richest British boxer of all time.

He could earn $50 million (£35 million) per fight if he switched to them. Joshua earned around $20 million US for the Parker fight. However, White has since downplayed those talks and nothing came about it.

“This is one of those things I said I’m going to put my toe in, I’m not diving in head first,” White said during a rare appearance on the UFC Unfiltered podcast (H/T Jed I. Goodman) to talk with Jim Norton and Matt Serra.“We’re still working on stuff.”

“A lot of things didn’t line up the way that I thought they would in the boxing world, when I said we’re about to make a ballsy move,” he continued. “The thing kind of took a left turn, so I wasn’t able to make an offer on that deal yet. But when that deal does happen, and when it comes, I’m going to jump in.”