Sean O'Malley knows how to promote himself and he has some thoughts on the way Colby Covington goes about doing his character. The UFC bantamweight does give him credit for sticking with it despite all of the backlash.

UFC 272 came to an end and Colby Covington's stock rose after the dominant victory. Sean O'Malley spoke about it recently on his podcast.

“So impressive what Colby done. He just had to stick with it because no one fucking liked him, still not a ton of people like him but he’s more of a star now.

He was just a douchebag, and not a star but now he’s a douchebag/star. I enjoy watching him. I fucking think he’s a character.”

“He’s got to be pound for pound one of the best. Even though he’s lost to Kamaru. He’s still gotta be up there. Put on a fucking dominant performance. Was actually a really fucking sweet fight.”

It's not exactly clear what is next for Colby Covington after failing to beat the UFC welterweight champion, Kamaru Usman in two tries. Sean O'Malley believes he is a star and will have a bright future, despite how murky it is.

“I don’t know, that’s a good question. We knew tonight, whoever lost, ‘What would be next?’ and ‘Where would they go?’ And I don’t know, sitting right here, right now, I don’t know. On either one of them, even Colby, who won. The thing is too is that after a while no matter how much you hate him (Colby), you’ve at least got to respect him. The guy keeps winning fights and he’s a tough dude.”