Ariel Helwani did not mince words when evaluating Max Kellerman’s performance during Zuffa Boxing’s debut broadcast on Paramount+, delivering a pointed critique that centered on credibility, tone, and perceived excess.
Speaking on The Ariel Helwani Show, Helwani expressed disappointment with Kellerman’s performance as lead analyst for Zuffa Boxing’s launch. He acknowledged Kellerman’s stature and long-standing reputation in boxing. However, Helwani argued the broadcast crossed from enthusiasm into advocacy.
“It feels over the top. Throughout the broadcast he is continuously talking about TKO and Dana White and Nick Khan. All these people that he has close personal relationships with. I get it. He’s appreciative… You can do that without going over the top. Without sounding like a shill, without hurting your credibility,” explained Helwani.
Kellerman has been on the call with Zuffa Boxing events for the past couple of months. The promotion recently signed a five-year deal with Paramount to stream their events on the Paramount+ platform.
Helwani said Kellerman’s opening remarks, describing waiting his “entire life” for Dana White to “save boxing,” set an excessive tone. When similar comments appeared again at the start of the main card, Helwani felt they amplified the issue rather than adding context.
The criticism extended beyond tone and into analysis. Helwani highlighted Kellerman’s comparison of prospect Callum Walsh to boxing legend Roy Jones Jr., calling it an example of commentary that damages trust with the audience.
“It makes you look like a shill. When you’re at the press conference and you’re saying, we wouldn’t be here unless Turki al Shaykh was born. It makes you look like a shill,” said Helwani.
While Helwani understands the importance of acknowledging financial and organizational backing, he questioned whether such statements belong in the mouth of a lead analyst tasked with serving viewers.
The most striking part of Helwani’s assessment centered on how sharply Kellerman’s approach contrasted with his past reputation. For years, Kellerman built his brand as an unfiltered truth-teller willing to challenge promoters, fighters, and networks alike.
“This is over the top. And dare I say, unlistenable,” explained Helwani. “Why does he feel like he has to go over the top like this? Why does the guy who was known to be the biggest true teller of them all, the guy who pulled no punches, the guys who told you like it is, why is he doing this? I don’t get it.”
Zuffa Boxing’s debut on Paramount+ generated significant curiosity within the combat sports world, with many eager to see how the promotion would blend UFC-style presentation with traditional boxing. Helwani made clear that his criticism was not aimed at the concept itself, but at how one of boxing’s most recognizable voices chose to represent it and himself.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest informed right in your inbox.
