Well, that escalated quickly.

One day after Dana White called Oscar De La Hoya a “cokehead junkie” for making the Chuck Liddell vs. Tito Ortiz trilogy, the retired boxing champion’s personal publicist released a statement on his behalf in response to the UFC president’s rant.

“Dana is so small and threatened by our success with DAZN and now in MMA that he is bringing up news from a decade ago to try to stay relevant,” De La Hoya said, according to a statement, sent by Stefan Friedman. “Boxing has entirely rejected him. And MMA fighters are now realizing they don’t have to risk their lives just so he can get rich.

“Golden Boy and I are moving forward and are bigger than ever. Dana should shut the (expletive) up and try to figure out how to save his own company.”

This past week, De La Hoya told MMAjunkie he’d apologized and made peace with White after attacking “The Money Fight” between Floyd Mayweather and Conor McGregor.

White agrees the beef started there, but apparently he didn’t get the olive branch. In a 10-minute rant, he put De La Hoya on blast for allowing Liddell vs. Ortiz 3 to happen this past Saturday in the headliner of Golden Boy’s MMA debut. Ortiz, 43, defeated the 48-year-old Liddell by first-round knockout.

Triggered by De La Hoya’s opinion that he had no right to tell Liddell to retire, White went straight for the jugular, referring to his rival as “the cokehead, Oscar De La Weirdo” and “Oscar De La Dummy” and mocking a claim that the UFC underpays its fighters.

“Oscar (expletive) De La Hoya says, ‘Oh, come over to Golden Boy where we respect the fighters,’ and it makes me sick what these fighters were paid and all this (expletive),” White said. “Out of 14 fights on the card, five bouts were amateur fights, which means he didn’t pay them jack (expletive). And 12 of the professional fighters on the card made less than ($3,000 and $3,000). What the (expletive) are you talking about, you cokehead junkie? And some of the guys on the card made $1,000 and $1,000. And he respects the fighters so much, he couldn’t remember their names at the press conference.

“I hope somebody talks De La Hoya into fighting again. I hope the state of California makes the fight, and I hope he gets knocked out just like Chuck Liddell in the first round. (Expletive) cokehead nutball.”

Ortiz, who hopes to take a promotional job with Golden Boy after announcing his re-retirement from MMA, stepped to De La Hoya’s defense, writing on Instagram, “This is not about you, it is not about me… I want it to be about the fighters & giving them the opportunity to share in all the rewards this business has to offer to where they don’t have to fight when they are 43 (and) 48.”

The trilogy fight drew almost 8,000 fans to The Forum in Inglewood, Calif. The card underwent multiple changes before its final confirmation, and the pay-per-view purchase of $49.95 was discounted by $10. A Black Friday offer of $19.95 was canceled due to “contractual restrictions.”

Ortiz knocked out Liddell inside one round, avenging a pair of losses to his fellow UFC Hall of Famer over one decade ago. The matchup was roundly criticized in the wake of Liddell’s performance, and the California State Athletic Commission indefinitely suspended “The Iceman.”

For complete coverage of Golden Boy MMA: Liddell vs. Ortiz 3, check out the MMA Events section of the site.