Earlier in the week UFC President Dana White came up with a statement on the Bellator brand that gave them a $0.00 value.

The UFC boss is known for taking jabs at his competition from time-to-time, but apparently Bjorn Rebney, the Bellator CEO, didn’t want to take that jab lying down.

“It hasn’t been my practice to respond to his ongoing focus on Bellator,” Rebney told MMAFighting. “My focus is on the expansion of the Bellator brand worldwide and constantly creating a better more exciting, entertaining product for our fans. But….when he lofts softballs like this over the plate, you just have to take a swing. And, the facts here are that the UFC’s Partners at FOX just made a multi-year commitment, worth tens of millions of dollars to the Bellator brand. If that doesn’t paint a clear picture on value, I don’t know what would.”

What he is talking about is the Latin American broadcast deal his promotion inked with FOX when the UFC couldn’t come to terms with the South American division of the company.