Dana White thought UFC was over for him after Fertitta Brothers sale
Dana White has been the face of the UFC for most of its existence, overseeing its growth from a fringe organisation into a global powerhouse.
Over the last ten years, the promotion has slowly become one of the largest combat sports organisations in the world and are now on par with leagues like the NFL and NBA.
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White’s comments date back to when he appeared on an episode of “The Pivot Podcast” with Channing Crowder, Fred Taylor and Ryan Clark back in January 2023. During that appearance, he revealed that he had concerns about his future with UFC following Endeavour’s $4 billion purchase.
UFC President thought he would be sacked following $4 billion sale in 2016
Back in 2001, the Fertitta brothers took a gamble when they purchased the UFC for $2 million, a promotion that had little credibility and an uncertain future.
They weren’t alone either. Dana White also didn’t see much of a future for the UFC back then. Yet, he stayed, helping to steer the organisation through those early years and into what it has become today.
Fast-forward to 2016, and Endeavour bought the UFC from the Fertitta brothers for $4 billion. The sale ultimately led to a merger between UFC and WWE.
After Lorenzo decided to sell his shares in the company, White started to worry about his own future with the promotion.
White still leading the way as UFC keeps expanding
Speaking on Jay Cutler’s podcast Cutlercast, White explained how he felt after that sale: “Lorenzo wanted to sell and I didn’t, and Lorenzo was like, ‘I’m done, I’m out, I can’t do it anymore.’”
“No, I wasn’t ready to sell but you know, obviously if these guys if they’re at that place where they want to sell. Six billion is not a bad number.”
In the end, White stayed on and has continued to lead the promotion through its next phase of growth.
And with a new broadcast deal in place and the PPV model being scrapped, 2026 is shaping up to be one of the UFC’s biggest years yet.
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