By TRAVIS JONES 

A "retirement" stunt by the UFC's biggest star, Conor McGregor, has backfired after UFC president Dana White confirmed the fighter would not be reinstated for a planned major tournament. 

The decision follows a public dispute between the two over media obligations for the tournament, and McGregor’s highly anticipated rematch against the fighter who just beat him, Nate Diaz.

The controversy began when McGregor refused to turn up for media obligations in Las Vegas on Wednesday, and in retaliation was removed from the list for the upcoming July 9 tournament.

In response, McGregor tweeted his "early retirement" from UFC. Two days later, on Friday, he backflipped, posting  a statement on Facebook making it clear he still wanted to fight, but no longer longer wanted to do promotions for the UFC.

White said he knew McGregor's removal was "an unpopular decision but it’s the right decision".

“You can’t just not show up for this stuff, you can’t do it,” White told a press conference today.

 “I mean, is it too much to ask to try to shoot a commercial or to do the promotion for the fight?”

Standing next to McGregor’s empty seat, White firmly denied even the possibility that the original event, scheduled for July 9, could still happen.

“You think I don’t want Conor to fight? Of course I do, but it’s just not right.” 

Removing fighters from tournaments for not fulfilling media duties is not unprecedented for the UFC, but in the past allowances have been made for fighters to do press conferences via video link.

White stressed throughout the press conference that this simply was not fair to the fighters who had taken the time to fly to Las Vegas.

McGregor took to Twitter during the press conference:

Despite his recent loss to Nate Diaz, 31, the Irishman remains the UFC’s biggest star and is known for his larrikin antics and brash confidence. 

Many have interpreted McGregor’s behavior to be a direct challenge to White’s power as president. The star has reportedly grown weary with having to promote fights, saying in a Facebook post yesterday that he needed to focus more on preparation than promotion. 

“I am facing a taller, longer and heavier man. I need to prepare correctly this time,” he said. “It’s time for the other monkeys to dance. I’ve danced us all the way here.”

"I am paid to fight, I am not yet paid to promote. I have become lost in the game of promotion and forgot about the art of fighting."

McGregor has been incredibly lucrative for the UFC, producing the three biggest live gate sales in the history of the sport, as well as millions in pay-per-view sales and merchandise. 

Facing boos and jeers from the crowd, White stressed Diaz would remain on the title card and would still fight. Diaz almost immediately defied the president, saying he had no interest in fighting anyone but McGregor. 

“I didn’t ask for that fight but he asked for it and he wanted it and if that ain’t happening I’m going on vacation,” Diaz said.

As White stared on, Diaz said that he didn’t care about McGregor’s no show, and that the fight should proceed as originally planned. 

White, visibly irritated, responded by saying he and Diaz would “work it out”.