Dana White has come up with the theory that Conor McGregor picks and chooses his social media outbursts based on big UFC fights.
McGregor went on his latest Twitter rant following Israel Adesanya's destruction of Paulo Costa at UFC 253 last month.
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He then fired back at the UFC president following the 'Fight Island' event.
Adesanya recorded huge numbers on various social media platforms as UFC 253 performed extremely well on pay-per-view.
And White believes McGregor goes on his tirades to take buzz away from the event, saying: "It's almost like stealing Adesanya's thunder."
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Speaking to Sports Illustrated, he said: "This was a weird one.
"This was weirder and different than anything he's done before. There's almost a pattern here.
"When we're about to do a massive fight - and Israel Adesanya broke a ton of records last week in a global, massive fight - the day before that fight, he starts announcing he's going to fight this guy and that guy."
He added: "It's almost like stealing Adesanya's thunder. But he does it every time there's a big fight."
McGregor also walked away from the UFC with a retirement post following Amanda Nunes' title defence at UFC 250 in June.
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Meanwhile, 'The Notorious' hasn't fought since his triumphant MMA comeback when he thrashed Donald Cerrone in 40 seconds at UFC 246 in January.
Though he has been linked with a boxing bout against Manny Pacquiao and a charity event with former UFC foe Dustin Poirier.
Could he return to action this year? Watch this space.
Featured Image Credit: YouTube/PA/UFCTopics: Conor Mcgregor, UFC News, Fight News, UFC, Dana White, Israel Adesanya