Dana White’s ‘$23 Billion’ Reveal to President Donald Trump Helped Kayla Harrison in Negotiations

UFC women's bantamweight champion Kayla Harrison talks about Dana White's revelation to Donald Trump about the UFC's value.

Dana White’s ‘$23 Billion’ Reveal to President Donald Trump Helped Kayla Harrison in Negotiations

Kayla Harrison overheard Dana White and Donald Trump (via ESPN, MMA Fighting)

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Dana White built the UFC from a struggling promotion into a multibillion-dollar company. Under his leadership, the organization expanded across global markets and gained mainstream legitimacy. That growth played a major role in the worldwide rise of mixed martial arts. The discussion resurfaced after Kayla Harrison referenced overhearing White and Donald Trump speak about the UFC’s valuation.

Trump was a key figure during the UFC’s early rise when mainstream venues were reluctant to support MMA. Trump allowed White to host UFC events at his properties when regulatory and commercial backing was limited. Those events helped keep the promotion operational during a critical phase. Since then, Trump has remained a consistent and visible presence at UFC events.

Harrison won the UFC women’s bantamweight championship by submitting Julianna Peña at UFC 316. The victory made her the only American fighter currently holding a UFC title. Her championship status placed her among senior UFC figures during official UFC gatherings. In that setting, she later referenced listening closely to White’s valuation discussion with Trump while jokingly hinting at ulterior motives.

At one point, Trump was talking about it and said, ‘I remember when you sold the company for $4 billion or something. That was great.’ They were both talking about their billions of dollars, and I’m just sitting there like, ‘Oh,’. Then Trump asked Dana, ‘What do you think it’s worth now?’ And Dana said, ‘It’s estimated at around $23 billion. I was like, ‘That’s really good to know going into negotiations,’ and Trump thought that was hilarious.

Kayla Harrison via The Ariel Helwani Show

The reported $23 billion valuation stems from the UFC’s merger into TKO Group Holdings. In 2023, Endeavor combined the UFC and WWE into a single publicly traded company. Following the merger, the UFC itself was valued at approximately $12 billion. That consolidation reshaped leadership, media rights, and how the promotion’s business value is assessed.

The UFC’s financial outlook was further strengthened by a $7.7 billion media rights deal with Paramount+. The multi-year agreement expands distribution across broadcast and streaming platforms beginning in 2026. It represents a significant increase over previous broadcast contracts. Guaranteed rights fees have reinforced the promotion’s long-term revenue stability.

The UFC is now preparing for a once-in-a-lifetime event scheduled for 2026 at the White House. The card is expected to align with a national celebration and mark a historic first for the promotion. Dana White has been closely involved in organizing the event’s scope and execution. Figures such as Kayla Harrison and Donald Trump remain linked to the UFC’s ongoing evolution due to their American heritage.

Dana White talks about influencer marketing for the UFC

Dana White has consistently been clear about his approach to running the UFC. Over the years, he has adapted the promotion to align with evolving sports and media trends. From pay-per-view expansion to global broadcasts, White has modernized the organization repeatedly. Recently, influencers have emerged as key hype builders for UFC events and storylines.

Dana White
Dana White (via The US Sun)

Influencers such as SteveWillDoIt and MrBeast have significantly increased UFC’s visibility on social media platforms. Nina Marie Daniele has also risen quickly to prominence as a UFC influencer, known for interviews and BTS coverage. Their reach has amplified fan engagement and increased awareness of their promotions. White emphasizes the importance of embracing these trends to maintain the sport’s relevance.

I think media has zero influence anymore. Nobody believes them. The influence is with these influencers, so I started embracing that and letting them come in and create content.

Dana White via Dale Brisby

Dana White’s strategy highlights the UFC’s commitment to evolving alongside media and cultural shifts. By integrating influencers into its promotional efforts, the organization reaches broader, younger audiences. This approach reflects White’s continued focus on growth, visibility, and modern engagement. His leadership ensures that the UFC remains adaptive in an ever-changing sports landscape.

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