Dana White positioned as the ‘Savior’ of Boxing in Paramount’s New Commercial

Zuffa Boxing's first ever Paramount+ promotional post showcases Dana White as head honcho ahead of inaugural event on January 23rd.

Dana White positioned as the ‘Savior’ of Boxing in Paramount’s New Commercial

Dana White appears in the new Paramount+ commercial for Zuffa Boxing (via Instagram, The Guardian)

Dana White has been vocal about reshaping professional boxing through Zuffa Boxing, with plans to model the promotion after the UFC’s centralized structure. His approach centers on tighter control, clearer rankings, and consistent matchmaking across divisions. That vision now appears to be advancing, as Paramount+ has released the first official Zuffa Boxing advertisement with White as the centerpiece.

White has made it clear that he wants to assume a central leadership role in boxing and reshape how the sport is run. His plans involve moving away from traditional event formats that feature long gaps and slow pacing. Zuffa Boxing is expected to deliver faster events with fewer breaks between fights. White has also pushed for increased recognition and opportunity for lower-ranked fighters within the system.

After the UFC’s $7.7 billion deal with Paramount+, White secured a separate agreement for Zuffa Boxing; however, the financial details of that deal remain undisclosed. The new commercial shows the UFC CEO walking out with the Zuffa Boxing belt. Narration traces boxing’s history and recent decline, highlighting the sport’s struggles. The video ends with White stepping up to take the mantle and revive boxing.

Another major change White aims to implement is simplifying boxing’s traditional weight class system. He plans for Zuffa Boxing to offer a clearer, more straightforward hierarchy than older organizations. The promotion will also focus on scouting young talent early, giving fighters structured paths to build their careers. White’s goal is to create a system that is more appealing than the existing landscape.

Zuffa Boxing operates through a partnership that includes TKO Group Holdings alongside Saudi Arabia’s Sela Group, with strategic backing from Turki Alalshikh. The UFC CEO is directly involved in overseeing the project, while WWE President Nick Khan also plays a role in its leadership. The structure blends established combat sports management with international investment.

The promotion has already staged an event outside the Paramount+ deal, hosting the Canelo Alvarez vs. Terence Crawford superfight in September 2025. The bout ended with Crawford becoming the first male three-weight undisputed champion of the four-belt era. The fight marked a major commercial success for the promotion. It reportedly drew 41 million live viewers worldwide on Netflix.

The Dana White commercial was primarily designed to promote Zuffa Boxing’s first official Paramount+ event, branded as Zuffa Boxing #01. The debut card is scheduled to feature three main card bouts. Those matchups include Callum Walsh vs. Carlos Ocampo, Misael Rodriguez vs. Austin Deanada, and Julian Rodriguez vs. Cain Sandoval. The event represents Zuffa Boxing’s formal entry into the mainstream landscape.

Dana White signs Matchroom boxing’s undefeated cruiserweight for Zuffa Boxing

Jai Opetaia owns an undefeated 24–0 professional record and has emerged as a leading force in the cruiserweight division. His résumé includes major wins over Mairis Briedis and a dominant stoppage victory against Jordan Thompson. Those performances established him at world level. Matchroom Boxing CEO Eddie Hearn viewed Opetaia as vital to expanding the promotion’s Australian presence.

Dana White reveals gambling story
Dana White (via Bloody Elbow)

Hearn has been vocal in expressing his distaste for Dana White’s expansion into boxing and the structural changes being proposed as the UFC CEO wants to move away from traditional norms. He has framed the situation as a competitive test between Matchroom and Zuffa Boxing. Against that backdrop, White’s recent move to sign Opetaia to Zuffa Boxing can be viewed as a competitive business decision.

The situation underscores the contrast between Matchroom Boxing as a long-established, legacy promotion and Zuffa Boxing as a new entrant. Matchroom operates within boxing’s traditional framework built over decades. Zuffa Boxing, under Dana White, is still in its early stages and focused on disruption. The divide highlights White’s push to challenge the sport’s existing power structure.

Also Read: