From April 2024, the MMA promotion worldwide will be valued as the 'Ultimate Fighting Championship' at no less than $ 11.3 billion.
That is a truly amazing figure; Far from the only $ 2 million that Dana White and the Brothers of Fertitta bought the MMA promotion for all in 2001.
Yet one of the most expensive parts of their acquisition did not come from that original deal.
As White has now explained, it was the global distribution and merchandising – rights that cost much more money – rights that have since risen in value by more than 2000%.
Photo by Jeff Bottari/Zuffa LLC
Dana White reveals that UFC costs 'rights' more than the entire MMA promotion
Dana White recently sat down for a fascinating interview with Matt Craig van Forbes to discuss everything, from how he first heard about the UFC, all the way to the involvement of President Donald Trump in the sport.
At a certain stage of the interview, the conversation shifted from the start of the UFC brand to those who 'believed' in the UFC the table.
“You want to talk about people who don't believe in the UFC, think about this we bought this company for $ 2 million, we literally bought an old wooden octagon, we had three letters 'UFC' and Like 12-15 [fight] Contracts, right?
“But the old owner had sold everything, all the supporting road to Lionsgate Right,” explained White and explained how that meant that Lionsgate owned “everything” from rights to clothing items and video games, all the way to DVDs.
“We flew to Lionsgate [headquarters] And they have sold us back the rights and I want to say that it was a $ 3 million that would be paid in the coming years.
“When we left, they probably got laughing [at us] Wow 'Wow, this will look great in our books for the next three years', but now those rights are worth hundreds of millions of dollars. “
'If you're talking about not believing [in the UFC]They possessed the rights to this thing and they never thought it would work, “said White, who lags behind the last one laughed.
In 2016, the UFC was sold to a group of investors led by WME-IMG for around $ 4 billion a rise in the valuation of 2000% compared to the $ 2 million that it cost in the turn of the century to buy the promotion.
Who were the top five UFC Merchandise Sellers in 2024?
From Vechtkits and adapted clothing to gym equipment and collection objects, the UFC Online Store sells all kinds of merchandise to MMA fans around the world – but who sold the most merch in 2024?
According to a press release shared by the UFC in the end of December, entering the fifth bestseller from Merchandise was heavyweight champion Jon 'Bones' Jones.
The fourth bestseller was none other than former Bantamweight champion Sean O'Malley, who, despite no longer holding UFC Gold, remains one of the most popular hunters on the Roster.
The bronze medal went to Dustin 'The Diamond' Poirier, who teases in recent months that he will only ride in battle once in battle while standing to a pension setup.
The second best seller of Merch was Max Holloway, whose last second Ko by Justin Gaethje on UFC 300 his sale certainly shot … but there can only be one top dog, 'Poatan'.
Alex 'Patan' Pereira was mentioned as one hunter who sold most merchandise in 2024, and that should really be a surprise, given both his insane popularity and equally insane power of schedule last year.
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