Dana White
UFC President & CEO Dana White said he wants the fighting league’s next media deal to be $10B “after we get out" of the current $7.7B deal with Skydance.
UFC President & CEO Dana White said he wants the fighting league’s next media deal to be $10B “after we get out” of the current $7.7B deal with Skydance. White, appearing on “The Diary of a CEO,” said the way UFC gets to that number is “added value to their company.” White said he has “already built the biggest fight brand to ever exist.” He cited UFC’s sale price of $2M back in 2001, noting that if in 2026 the Lakers sold for $12.5B, then the UFC is “worth $50B.” He also noted in 2001, when UFC was sold, he was told they were “never going to compete with boxing.” He noted he is “now involved in boxing” and has the “only global television deal” for boxing. He added over the past 25 years, UFC has “built a brand that not only the consumer trusts, but sponsors, television networks.” White said his competitors “are the NFL, Major League Baseball, the NHL and the NBA.” He noted after UFC’s rights deal with Skydance (then-Paramount) was announced, all the “powers that be at the NFL got in a room and said, ‘There was $8B out there that we didn’t get?’” White said UFC now has an arena next to its own performance institute and HQ, noting “we have everything” that other top leagues have. White: “We are part of the four major sport organizations in the United States” (“The Diary of a CEO,” 10/5).