How Much Did Dana White Pay for the UFC
Dana White was part of a group that bought the UFC in 2016 for about $4 billion, with the total reported purchase price for the UFC including debt at around $4.025 billion. The deal was led by a consortium of investors, and White retained his role as president and public face of the organization. The transaction was one of the largest acquisitions in combat sports history and drew attention from sports business analysts and investors worldwide. For background on the deal structure and reported price, see this Forbes overview of the UFC sale.
The purchase was not a single-cash buyout by White alone; he was a minority partner in the ownership group that acquired the UFC from Zuffa, the previous parent company controlled by the Fertitta brothers. White's personal financial stake in the UFC has grown since 2016 as the company's revenues and media rights deals expanded. The UFC was later sold again in 2023 to a group led by Silver Lake and Endeavor, with the new transaction valuing the company at roughly $10 billion, according to reports on the deal. Details on the 2023 sale and current ownership structure are covered in this Bloomberg summary of the UFC transaction.
Who Sold the UFC to Dana White and His Partners
The UFC was sold by Zuffa, the holding company previously owned by Lorenzo and Frank Fertitta, who had purchased the UFC in 2001 for a reported $2 million and built it into a major global brand. The 2016 sale to White and his investment partners marked the end of the Fertittas' ownership and the start of a new era focused on mainstream media expansion and international growth. The deal was structured as a leveraged buyout, with the new owners using a mix of equity and debt to finance the acquisition. A Forbes article on the UFC sale provides a timeline of the transaction and key financial details.
After the 2016 acquisition, White continued as president while the new ownership group pursued broadcasting deals, live events, and international expansion. The UFC's media rights became a central asset in the valuation of the company, with contracts signed with ESPN and other platforms helping to drive revenue growth. The 2023 sale to Silver Lake and Endeavor valued the UFC at roughly $10 billion, reflecting the growth in media rights, sponsorship income, and pay-per-view sales since White's group took over. A CNBC report on the UFC's 2023 sale provides further context on the final ownership transition.
Dana White's Role and UFC Valuation Timeline
Dana White has served as UFC president since before the 2016 acquisition and remained in that role through the 2023 sale, making him the longest-tenured leader in the company's modern history. His public profile and negotiating influence helped the UFC secure major broadcast and sponsorship deals that increased the organization's value over time. The UFC's revenue streams include media rights, live event ticket sales, pay-per-view buys, and licensing, all of which contributed to the higher valuation in the 2023 transaction. A detailed timeline of the UFC's valuation milestones is available in this Wall Street Journal feature on the UFC's business history.
The UFC is now part of a larger sports and entertainment portfolio under Endeavor, which also owns the WEC, Bellator, and other combat sports properties in some regions. White's continued leadership and the UFC's global event schedule remain central to the company's strategy for expanding its audience and commercial partnerships. The UFC's ranking among the most valuable sports organizations has risen steadily since White's group acquired it, reflecting growth in media deals and international viewership. For current financial estimates and ownership details, see this Reuters overview of the UFC's latest valuation.