This weekend Strikeforce will crown a new welterweight champion and see middleweight title-holder Luke Rockhold put his gold up for grabs against well-rounded fan-favorite Tim Kennedy. Beyond that, the card also boasts Robbie Lawler-Lorenz Larkin, Roger Gracie-Keith Jardine, Justin Wilcox-Jorge Masvidal, as well as appearances from Pat Healy, Ryan Couture, and Jason High.

However, based on MMAJunkie’s account of a press conference this week promoting the card, it sounds like the show has been treated more like a local event rather than one being broadcast on Showtime and featuring some of the sport’s top competitors.

“Take a picture. There’s not a single goddamn reporter here,” said a heated Kennedy at the presser. “There’s four of you guys. This is two title fights for Strikeforce. It’s crystal clear that nobody gives a [expletive]. They don’t.”

“I knock Rockhold out on Saturday night? Changes nothing for me. Nothing in, like, what media publications are going to cover me, who talks about me, sponsors I’m going to get. Do you know how much money I didn’t make in sponsors for this fight because nobody cares about Strikeforce? It’s insane,” Kennedy continued.

“They’re struggling, man,” chimed in Rockhold in reference to the advertisement Strikeforce ran during Wednesday’s UFC on Fuel 4 broadcast. “A fighter/athlete/surfer? C’mon. How am I supposed to look against the Army Ranger/warrior/Green Beret? That’s what I hate about it.”

The disgruntled headliners are not the only Strikeforce fighters to express concern about how the company has handled business over the past year. Fortunately they will each have a chance to take out their frustrations on the other when the main card fires up Saturday night at 10:00 PM EST.