Citing the European market as a territory that could potentially reap lucrative rewards, UFC President Dana White and main event headliners B.J. Penn (Pictures) and Joe Stevenson spoke to media Thursday to stir interest in UFC 80: Rapid Fire, a Jan. 19 program airing from Newcastle, England.

The key word is "potentially."

As White admitted during the conference, "I don't think there's anything profitable about the European market right now. I think everything's going to be going [on the] Internet. Pretty soon, we're going to be watching television on the Internet. I might be wrong. Hopefully, I'm right. That's why we're trying to push out and go global."

White said only 700 tickets remain for the 10,000-seat Metro Radio Arena.

Of more concern to attending media was the title bout between former welterweight champion Penn and "Ultimate Fighter" winner Stevenson. While both admitted they get along well, circumstances dictate they put friendship aside for 25 minutes.

"I've known B.J. for a while and respect him," Stevenson said. "I definitely consider him a friend. It shows the professional level of this. It's not like a bar fight. He's going to try and knock me out, and I'm going to try and knock him out. Afterwards, we're going to be able to be friends."

"I met Joe when he played a dirty trick on me," Penn said with a laugh, though both men refused to elaborate. "Joe, I love you, you're a great guy, but don't take it personally if I don't talk to you in England."

With lightweight champion Sean Sherk (Pictures) out of the immediate title picture due to a suspension for alleged steroid use, Penn believes the bout will determine the division's true king.

"Without a doubt, this is the true lightweight championship of the world. … This fight is huge," the Hawaiian said. "Joe Stevenson is a great opponent. He's got so many weapons, so many tools that he brings into this fight. This is the most important fight of my life. I know people say it every single time, but if I win this fight, I'll become the guy who has two titles in two divisions. … I don't want anything else."

According to White, at one time Penn wanted a lot more -- namely, to compete as a heavyweight. "I kept telling him, ‘Are you out of your mind?' You can't go to heavyweight," White said. "You can't carry that kind of weight. Your frame isn't big enough. Those guys are huge."

Penn, who once attempted to match himself against Ken Shamrock (Pictures) in Hawaii, sees things differently: "Jiu-jitsu is my life, my lifestyle. … You get these big, clumsy guys, you get one position, [and] it's over. That's not me bragging about myself, but how good the martial art is."

White believes Penn needs to concern himself instead with "cleaning out" a division, then moving up if circumstances warrant. Penn concurs.

"Dana White took the UFC, made it as big as it is now, and I really realize what's at stake," the Hawaiian said. "I know that there are no playing games. Back when I was fighting at 22 years old, this UFC was nothing. It was small stuff. Dana White took the UFC, turned it into what it is today, and that's why I'm so pumped. I know this is a serious sport, this is a serious thing. I want to be involved.

"I'm going up against a great opponent. Nobody wants to see me win a five-round decision. I'm going out there to win the fight and finish this fight and that's what I gotta do. People aren't paying money to watch me and Joe Stevenson fight five rounds and jab each other to death. No one wants to see that. This is the Ultimate Fighting Championship."

Stevenson, who believes the fight will be a "clinic" on the mat, expressed some regret that his training has curtailed time spent with his children, ages 7, 4 and 2.

"I only get my kids in the winter for like two weeks," he said. "Then I get them during the summer. And I sacrifice a week without them on top of the two weeks. I'm putting my heart and soul into this. B.J. is awesome. If I didn't give him everything I had, I wouldn't be able to walk with my head high."

UFC 80 airs live on pay-per-view at 3 p.m. ET on Jan. 19.