Dana White’s $20 Million Gamble Pays Off As UFC Noche Bags Prestigious Emmy Award

CEO Dana White's ultimate project, UFC Noche, bags two awards at the 46th Annual Sports Emmy Awards.

Dana White’s $20 Million Gamble Pays Off As UFC Noche Bags Prestigious Emmy Award

UFC Noche wins two Sports Emmy awards (via X/Imago)

Last year, the UFC delivered several unforgettable pay-per-view events, but UFC Noche stood out as the most remarkable and talked-about PPV event. The event was Dana White’s brainchild, offering fans an immersive combat sports experience that redefined how MMA could be presented globally. Held at the iconic Las Vegas Sphere, UFC Noche was a one-and-done event that has now earned multiple international awards.

As White predicted, UFC Noche received immense praise from critics for its innovative creativity, high-end production, and stunning presentation quality. At the 46th Annual Sports Emmy Awards, UFC Noche won Outstanding Studio or Production Design and Art Direction for its visual excellence. In addition to that, it also earned the Outstanding Graphic Design award, taking home two prestigious honors for technical brilliance.

White’s inspiration for UFC Noche began when Tom Brady invited him to a U2 concert at the Las Vegas Sphere. The concert’s breathtaking visuals and immersive sound completely captivated White, showcasing the venue’s revolutionary potential for unforgettable live entertainment experiences. Immediately after the show, White contacted his production team, determined to create a historic UFC event at the Sphere.

This spontaneous idea led to UFC Noche, redefining live sports entertainment. UFC Noche redefined fight promotion standards, turning a traditional pay-per-view into a multi-sensory celebration that captivated audiences worldwide. Determined to deliver excellence, White poured over $20 million into production, making UFC Noche the most expensive UFC event ever.

The investment covered Sphere-exclusive graphics, cinematic-quality direction, and state-of-the-art technology, all tailored for an unforgettable combat sports night. Despite its enormous costs, UFC Noche generated nearly $22 million gate and shattered UFC merchandise records with enthusiastic fan support. This milestone showed White’s bold commitment to innovation and UFC’s future as a leader in immersive sports entertainment production.

The fight card featured the main event bantamweight title bout between Merab Dvalishvili and Sean O’Malley. In the co-main event, women’s MMA veteran Valentina Shevchenko fought Mexican superstar Alexa Grasso in the women’s flyweight championship bout. The card mostly consisted of Mexican fighters to celebrate Independence Day, along with tributes using the Sphere’s technology. 

Dana White gets cut from his own boxing debut

A few months ago, after years of criticizing boxing promotions, Dana White shocked everyone by launching his TKO promotion. This new venture was a collaboration between White, Saudi sports chief Turki Alalshikh, and WWE’s experienced promotional team. The planned debut was a massive superfight between Terence Crawford and Canelo Alvarez, scheduled for September under White’s new banner.

Dana White's collaboration with Turki Alalshikh falls apart
Dana White’s collaboration with Turki Alalshikh falls apart (via X)

However, White’s boxing debut with TKO faced a setback after a fallout with Alalshikh, who removed him from promotion. The Canelo vs. Crawford fight was rescheduled to September 13, 2025, clashing with UFC 320 in Mexico, now led by Sela. White was sidelined due to scheduling conflicts and disagreements, delaying his vision for transforming modern boxing events.

We have confirmed the promoter for Canelo v Crawford will be Sela for Riyadh Season. The broadcaster we have not decided yet but the date will be Saturday 13th September. More details soon.

White’s original vision for TKO Boxing was to revolutionize the sport by fixing old promotion models and fighter pay issues. He talked about bringing UFC-style structure, matchmaking integrity, and year-round excitement to boxing’s fragmented and often criticized landscape. White believed combining WWE, UFC, and Saudi partnerships would create blockbuster events and restore global interest in elite boxing.

However, the change in promotion and date disrupted White’s plans, derailing his vision for a dominant TKO Boxing launch. It also exposed the complexities behind international boxing promotions and the immense influence of powerful individuals like Alalshikh. This incident showed how crucial it is to align strategic goals among all parties involved when launching a global sports promotion.

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