Colin Cowherd, host of The Herd with Colin Cowherd on Fox Sports Radio and Fox Sports 1, recently took UFC featherweight champion Conor McGregor to task. ‘Ntotorious’ refused to do a three city media tour 12 weeks out from his rematch with Nate Diaz in the main event of UFC 200 on July 11, and was quickly pulled from the card.

“Here’s a rule for a 27-year-old millionaire – don’t take on a 50-year-old billionaire,” he began. “UFC fans think this is Conor against Dana White. No no no no no. It’s not. It’s Conor taking on the Fertitta family. The single most powerful family in Nevada.”

“A 27-year-old kid has lied publicly, twice. He’s dumb. You don’t do that. Millionaires don’t get into whizzing matches against billionaires. You’ll lose every single time.

“I’m not threatening my bosses. If I put them in harm’s way, I’m putting Rupert Murdoch against me. How do you think that’s going to turn out? That’s not going to be great. I’ll tell you right now – that’s not going to be great for me. It’s one thing if I have a spat. But if I go public to defame my bosses …

“That’s what I always told Bill Simmons. You weren’t taking on ESPN. You were taking on Bob Iger at Disney. You’re going to lose that battle.”

Cowherd is no stranger to controvery. In 2007 he orchestrated a sort of group hack that brought down the sports blog The Big Lead for four days. That same year he said Washington Redskin Sean Taylor had brought his murder on himself due to his lifestyle; the home invaders had not known he was at home. And last year he connected the high percentage of baseball players to the alleged simplicity of the game. The Dominican Republic, he said archly, “has not been known in my lifetime as having world class academic abilities.” Cowherd apologized.

No apology is anticipated for his latest remarks.