Dana White’s condition to Fertitta brothers before UFC’s $4 billion sale revealed
UFC CEO Dana White discusses his mindset and chats with the Fertitta brothers prior to the ownership change in 2016.
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Dana White discusses one of his past conversations with the Fertitta brothers (Image via Forbes)
It has been three decades since the Ultimate Fighting Championship (UFC) began operations. Initially, the company was owned by Semaphore Entertainment Group (SEG). Later, the UFC was sold to the Fertitta brothers, Lorenzo Fertitta and Frank Fertitta in 2001, who appointed Dana White as the president. Today, the promotion has achieved immense success.
As the leading figure, Dana White has frequently discussed the challenges the promotion has faced over the years. He has also shared his future plans on several occasions. Most recently, he participated in an exclusive interview with Forbes. During this interview, the UFC boss revealed some intriguing past conversations he had with the Fertitta brothers.
I wasn’t ready to sell. I’m not done now, I mean, I love to do this. I wasn’t sure how it was going to be after the sale and you know what I kept saying to him and Frank was, “Don’t sell this to somebody you know, A, I’m going to be miserable and not want to work with these people or B, end up leaving because of whatever the reason is.”
Dana White via Forbes on YouTube
In 2016, Zuffa was sold to a group led by Endeavor, previously known as William Morris Endeavor (WME–IMG). This group also included Silver Lake Partners and many others, and the deal was valued at $4 billion.
Although White was initially hesitant to raise investments and sell shares of UFC, the aftermath of this deal significantly boosted the promotion’s popularity. As a result, UFC further enhanced its stature and formed partnerships with notable corporations.
In April 2023, Endeavor Group Holdings revealed that the UFC would combine with the wrestling organization WWE to create TKO Group Holdings. Notably, Vince McMahon was announced to act as the executive chairman of the new organization, while White would preside as the new UFC CEO.
UFC legend discusses the impact of Dana White and the Fertitta brothers in elevating the promotion
Chuck Liddell is a well-known former UFC fighter who was involved with the promotion since its early days. As a result, Liddell has closely monitored the evolving dynamics in the UFC over the years. Interestingly, one of the main reasons SEG sold the promotion to the Fertitta brothers was the lack of financial stability.
Frank and Lorenzo Fertitta purchased the UFC for just $2 million. Later, it was sold it for an impressive valuation of $4 billion. From 2001 to 2010, Chuck Liddell was an active fighter and even held the title of UFC light heavyweight champion. In a recent interview, Liddell shared how the Fertitta brothers and Dana White played a crucial role in elevating the promotion’s status.
When I was in the sport, a home run was making 150 grand a year. I remember by the end of my career, I was making that on my shorts from my sponsorship for the fight. So, it was like, you know, it was a big difference. If they hadn’t come in, I don’t know if we would have gotten there when I was still fighting.
Chuck Liddell via Jack Shields’ Fight Back Podcast
Interestingly, this isn’t the first time Liddell has praised Dana White and the Fertitta brothers. On several occasions, the UFC CEO has also noted that Liddell was one of the standout fighters who played a crucial role in the promotion’s current success.
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