“Bro Doesn’t Even Run UFC” – Dana White Being Named in TIME’s 100 Most Influential People in Sports Sparks Negative Reaction

UFC CEO Dana White surprisingly gets included in TIME’s 2026 list of the 100 Most Influential People in Sport despite recent criticism.

“Bro Doesn’t Even Run UFC” – Dana White Being Named in TIME’s 100 Most Influential People in Sports Sparks Negative Reaction

Dana White featured in top 100 most influential list (via X)

Dana White remains one of the biggest names in combat sports promotion. The UFC CEO transformed MMA from a once-shunned spectacle into a multibillion-dollar global enterprise. More than two decades after taking control of the UFC, White continues expanding his influence. His accomplishments have now earned him a place on TIME’s inaugural 2026 list of the 100 Most Influential People in Sports.

While White focused primarily on the UFC during his first decade as an executive, his business interests later expanded considerably. He launched Power Slap as a separate combat sports property under the TKO umbrella. White also serves on the Board of Directors at Meta, extending. His newest project is Zuffa Boxing, where he aims to modernize boxing’s traditional structure and simplify its fragmented system.

White’s influence was recently recognized on TIME’s inaugural TIME100 Sports list for 2026. The UFC CEO joined a select group of athletes, executives, and innovators honored for their impact on sports. Fellow combat sports stars Oleksandr Usyk and Amanda Serrano were also included on the prestigious list. Their presence reflected the growing prominence of combat sports on the global stage.

The UFC remains White’s biggest business success, with the promotion valued at nearly $12 billion. However, some believe control of key operations has gradually shifted from the longtime UFC boss. Recent criticism from Ronda Rousey and Colby Covington focused on contracts, matchmaking, and fighter pay. Many of those responsibilities are now closely associated with UFC CBO Hunter Campbell.

Another criticism directed at the 56-year-old centers on his perceived lack of involvement in the UFC. MMA journalist Ariel Helwani has repeatedly questioned White’s reduced role in promoting major fights. He notably highlighted the handling of Israel Adesanya’s return at UFC Seattle in March 2026. The criticism persisted despite securing a massive $7.7 billion media rights agreement with Paramount+.

Dana White’s inclusion on the TIME100 Sports list remains notable given the growing questions surrounding his day-to-day involvement. Critics have increasingly pointed to Campbell’s influence within the UFC and WWE President Nick Khan’s role in Zuffa Boxing. With key responsibilities appearing shared across multiple executives, the UFC head honcho’s level of control has become a frequent topic of debate.

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Fans react to Dana White being included in TIME’s 100 Most Influential People

Fans focused less on Dana White’s inclusion and more on the absence of active MMA fighters from the TIME100 Sports list. Despite the UFC’s continued global success, no UFC athlete earned a place alongside the promotion’s CEO. The omission quickly reignited long-standing debates about fighter compensation and recognition. Fans argued that the athletes driving the sport’s growth deserved greater visibility.

Dana White
Dana White (via Yahoo Sports)

Many fans also questioned White’s selection by pointing to his perceived reduced involvement in UFC operations. Some fans argued that he has shown less interest in matchmaking and major fight announcements in recent years. As a result, some fans questioned how the 56-year-old UFC CEO still earned a place on TIME’s list of the most influential figures in sports.

Many fans believe everything changed for the UFC and White following the merger that created TKO Group Holdings. Discussions often point to Ari Emanuel and Mark Shapiro playing important roles in the company’s direction. Some argue that major business decisions are now handled by a broader team. That shift has further fueled debate about Dana White’s influence compared to the UFC’s pre-merger era.

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