There's a popular extremism in marketing: "All publicity is good publicity".
It's often true, particularly for unknown music acts or other events or entertainment offerings needing some exposure. The exception, IMHO, is when you're (1) huge and (2) the subject of extremely negative news. Michael Jackson is a case in point.
(1) is UFC huge? Getting there but not quite. Pacquiao Mayweather would still be a much larger event than even the most successful UFC events we've seen with Brock et al. We, the hardcore fans, tend to perceive the UFC as bigger than it really is. It is still nowhere near major global sports like Soccer (OK, "Football"), or the biggest leagues in the USA, or the Olympics.
(2) is this Rogan comment and subsequent related comments "extremely negative"? I don't think so. In the end, it's a storm in a teacup.
So let's stop beating off to a head horse.