UFC president and CEO Dana White is officially a power player in the sweet science with the launch of TKO Group's new division, Zuffa Boxing.

Zuffa Boxing plans to stage 12 events per year over the next five years and up to four mega fights per year.

White was front and center Sunday at the Fanatics Fest in New York promoting the Canelo Alvarez-Terence Crawford fight scheduled for Sept. 13 in Las Vegas.

Before the press conference got underway, White commented on how he expects to work alongside some of the sport's leading promoters.

"I really like Eddie Hearn and Frank Warren and a lot of the other guys that are in the sport," White told reporters. "They're going to continue to do what they do and we'll do what we do. I don't think there is any rivalry. Some of these guys I have good relationships with, and then there is the [expletive] lunatics like [Oscar] De La Hoya, [Bob] Arum, and guys like that.

"I'm gonna do what I always do. We're going to move forward. We pretty much do everything that we say we're going to do. We get it done. I am not looking at anybody as a rival, or we're going to take this guy out, or any of that. People don't work too well in the boxing business, but I think those guys are going to continue to run their businesses and do what they do, and we'll do what we do."

White has beefed with Arum and De La Hoya over the years, and they've all traded made-for-tabloid tirades.

White has previously labeled Arum "the biggest piece of [expletive] in sports" and Arum has called White a "monopolist" and bashed him for his "cowboy behavior."

White and De La Hoya have also traded nasty barbs. White called the Golden Boy "cokehead, Oscar De La Weirdo," while the Hall of Fame fighter has increasingly taken aim lately at him during his "clap back" snides on social media.

Earlier this month, De La Hoya spread a rumor that Canelo-Crawford would take place during the day to accommodate UFC Noche, which takes place on the same night in San Antonio, Texas.

But White and Turki Alalshikh have since dismissed the erroneous claim by noting that the Netflix-streamed boxing event will be presented during prime-time hours in the United States, and that the UFC main event won't overlap with Canelo-Crawford.