 Starting around 2008, UFC president Dana White began a long media battle with their main competitor, Strikeforce, and their main media partner, Showtime.White had expressed that he had "no beef with Strikeforce", instead indicating a greater dislike for Showtime, and Ken Hershman in particular.However, White did express in an interview that he had a mutual relationship with Strikeforce founder and CEO Scott Coker, explaining that Coker was caught up in his battle with Showtime.