Back to today’s briefing

Story perspectives

Jon Jones apologizes after Hamilton slams pig-hunt video

7/30/2026

23 3 Full Breakdown

Summary

Story summary

Jon Jones, ex-UFC champion, posted a 2021 video showing him hunt a pig from a helicopter with an AR-15 and donate the meat.
Lewis Hamilton, British F1 star, called Jones a coward and said animals should only be killed with a spear or bow.
Hamilton then unfollowed and blocked Jones on Instagram, ending their friendship.
Jones apologized publicly, saying, “Lewis, if you’re listening, I’m sorry.”

History

Historical Context

Tiger Woods’ August 2005 bear-hunting clip, which amassed over 2 million views, revived the sponsor-sensitivity sparked by his 2009 scandal that cost brands like Accenture and Gatorade millions. When Jon Jones posted a 2021 helicopter-pig hunt, Lewis Hamilton’s Instagram rebuke echoed the same activist pressure, reminding sponsors of Woods’ $105 million 2000 Nike deal and the lasting impact of athlete misconduct.

1 of 2

Story summary

Jon Jones, ex-UFC champion, posted a 2021 video showing him hunt a pig from a helicopter with an AR-15 and donate the meat.
Lewis Hamilton, British F1 star, called Jones a coward and said animals should only be killed with a spear or bow.
Hamilton then unfollowed and blocked Jones on Instagram, ending their friendship.
Jones apologized publicly, saying, “Lewis, if you’re listening, I’m sorry.”

1 / 2