Big Fed desired, not needed, by UFC

The Last Emperor.

Of what, second-rate competition?

Fedor Emelianenko needs a new nickname. He also goes by the Russian Military Experiment, but who knew that meant more hang-ups than it took to get the Bolsheviks in power?

Maybe he should be known as The Death of Hype. It could define where his career appears to be headed and offer a new title for the next great Russian mystery novel.

The guy most insist is the best mixed martial arts heavyweight strolling Planet Earth obviously believes control is more important than legacy.

Emelianenko for now has balked at what the Ultimate Fighting Championship insists is the richest deal offered a fighter in its history.

Fedor’s response: A big, fat ”nyet.”

Offers mean nothing in this case. Some have reported the UFC floated Big Fed everything short of Dana White’s first born, that the proposal included $30 million for six fights, a cut in pay-per-view earnings, an instant title shot against UFC champion Brock Lesnar, the ability to wear his own apparel line into the Octagon and also to continue fighting Sambo, which I assume is either a specific form of martial art or a movie starring the Russian Sylvester Stallone.

Fedor’s camp at M-1 Global said the offer wasn’t nearly as sweet as Choux pastry the UFC is making it out to be.

Who is telling the truth?

Who cares? It doesn’t matter. There is just one sticking point that could decide if Emelianenko possibly goes down as the best MMA fighter ever or always is known as one who wouldn’t challenge the best opponents.

Or as the guy who tested his skill against the world’s elite or who fought a bunch of nobodies for a bunch of money.

Fedor wants something the UFC rarely if ever relinquishes. Power.

He wants M-1 Global to co-promote his UFC fights and split pay-per-view revenue, which in the real world would be like the United Football League offering its Las Vegas franchise to the NFL and expecting to share half the profits.

Never going to happen.

Never should happen.

Perhaps the Big Fed thinks leverage means the guy with the nicest parka and Ushanka hat. In this case, he might as well be naked in the dead of a Moscow winter.

“It’s basically them coming in and saying, ‘Hey, we’ve got this guy, and some people might say he’s the best heavyweight in the world,” said White, the UFC president who discussed Emelianenko and other topics on a conference call Friday. ” ‘So for that, we want half of your business.’ Yeah, OK. That (expletive) probably works in Russia — not here.

“Let’s be honest: These guys are going to come in and co-promote? How the hell are they going to co-promote anything? We’ve built this entire frigging industry. … We came to the table willing to give up just about anything, except the co-promotion. We offered him the most amazing deal. I guarantee you he will not be offered another deal like this in mixed martial arts.”

Vadim Finkelchtein is co-owner of M-1 Global and probably not the next George Mitchell when it comes to negotiating. Finkelchtein said again Friday that no such $30 million olive branch was extended and that while he remains interested in continuing to talk with the UFC, his side also is fielding offers from other major MMA promotions.

Which would mean Strikeforce in the States or Dream in Japan or, God forbid, on one of those M-1 laughable cards.

Which would mean more time in the minor leagues for his star.

This isn’t brain surgery. Do you want to go one-on-one with LeBron James or Kevin James? Do you want to want to bat against Tim Lincecum or Tim Burton?

There is no reason for the UFC to co-promote anything. Emelianenko might be working on an eight-year win streak and owns a mythical reputation that makes you think he soon will grow two additional heads, guard the underworld and turn anyone who looks him in the eye into stone, but he seriously is reaching.

Bottom line: He is desired but not needed.

He matters but not as much as he believes.

“For any media to seriously call this guy the best in the world is (expletive) insanity when he doesn’t give the fans the fights they want to see,” White said. “I want to talk about guys who want to fight the best in the world. A guy who doesn’t want to … (expletive) him! If he wants to call and make a deal, I’m in. I’m ready.”

It’s all on Big Fed.

How does he want to be remembered?

Right now, The Death of Hype just might be your leader in the clubhouse.

Las Vegas Review-Journal sports columnist Ed Graney can be reached at egraney@ reviewjournal.com or 702-383-4618. He also can be heard weeknights from 11 p.m.-1 a.m. on “The Sports Scribes” on KDWN-AM (720).