Dana White is perhaps the man who made the UFC de Juggernaut, it's today, but he has his fingers in many different cakes with his investments over the years.
The UFC -CEO bought the company for $ 2 million in 2001 and grew into a worldwide brand before the UFC is sold to make a deal of $ 4 billion.
Although he still works as a CEO and retains a small interest in the company, Dana White used his money to invest in multiple projects, with different success levels.
Some have been more controversial than others, including his “Power Slap” League, who has been criticized for unnecessary violence and danger.
Photo by Cooper Neill/Zuffa LLC
Dana White invested in several companies, including energy drinks, whiskey and more
White has countless different investments outside the UFC and sinks are millions in different projects.
Although he once labeled himself as a 'co-founder' by Howler Head Whiskey, White is a brand partner of the Kentucky Bourbon, which was launched in 2020.
Due to his connection with the company, White Howler Head Whiskey helped to become the official flavored whiskey of the UFC, a deal that was extended in 2024.
In addition, White also invested $ 1 million to launch Power Slap, and together with his partners, another $ 10 million invested in the first season of the TV program.
Power limp is a blow -fighter promotion that is broadcast on TBS, although the controversy of the general public has seen about the danger of the sport, with Joe Rogan calling the show “notes”.
White also launched the Contender Series of Dana White in 2017, an MMA promotion apart from the UFC that was aimed at exploring new fighting talent to ultimately allow emerging hunters to make their name in a smaller promotion.
One of White's largest investments was when he launched the Phorm Energy Drink, after investing in a partnership between Anheuser-Busch and 1st Phorm.
Anheuser-Busch became the official UFC beer sponsor in 2024, although the handling of the launch of Phorm Energy has nothing to do with his role as CEO in the UFC.
However, he still retains a share in the promotion that he sold almost ten years ago.
Dana White still owns a small part of the UFC
White not only works for UFC, because it still has part of the MMA promotion.
Despite the sale of the company in a $ 4 billion deal in 2016, according to reports, White still retains a modest interest of 9% in the promotion.
This is the view outside the New York Stock Exchange This Am.
Solid day for UFC, WWE and Endeavor.
TKO Group Holdings will be traded on today on the New York Stock Exchange under the Ticker symbol TKO. The deal is official. pic.twitter.com/ugmlxfek3y
– Ariel Helwani (@arielhelwani) 12 September 2023
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It was said that he had earned more than $ 350 million from his part of the sale that he used to pay all the investments mentioned above, although he retained a minority interest while Endeavour led the company under the TKO banner.
TKO is also the owner of WWE, whom they bought from Vince McMahon in 2023, although White has little involvement in running the company and the CEO of the UFC remains from 2025.
What is Dana White's ability?
Thanks to his investments and the sale of the UFC to strive, White has built up a capital of approximately $ 500 million according to Celebrity Net Worth.
Although the majority of his money will come from the sale of the UFC, investments in products such as whiskey, energy drinks and power slap will also be included in that figure.
It also takes into account white's reported $ 20 million salary for his role as CEO of the UFC, because today he remains one of the richest men in sport.