Who Owns the UFC in 2023?

UFC logo

The Ultimate Fighting Championship (UFC) has come a long way since its humble beginnings in 1993. From its controversial early days to its current status as the premier mixed martial arts (MMA) organization, the UFC’s fascinating journey has been marked by changes in ownership, explosive growth, and some thrilling challenges.

Short Summary

  • The UFC has experienced tremendous success since its founding in 1993, thanks to investments from the Fertitta brothers, who own the UFC, and Dana White’s visionary leadership.

  • With a current valuation of $12.1 billion, the organization is owned by a diverse group of shareholders, with Dana White holding a 9% ownership share.

  • The UFC continues to expand its reach through technological innovations and streaming platforms partnerships with networks such as ESPN!

UFC Ownership Evolution

A group of UFC fighters in the octagon

Throughout its history, the UFC has experienced a whirlwind of ownership changes, each contributing to the organization’s growth and global reach. Three distinct eras mark this journey.

  1. The founding of WOW Promotions

  2. The transformative Fertitta brothers’ Zuffa era

  3. The current majority owner, Endeavor Group Holdings, alongside other influential shareholders.

Each era has left an indelible mark on the UFC’s identity, shaping the world of mixed martial arts into the thrilling spectacle it is today. Delving into UFC history, we can see how martial arts have evolved over time.

Founding of the UFC

In 1993, Art Davie, Bob Meyrowitz, and Rorion Gracie founded WOW Promotions and organized the first UFC event in Denver, Colorado. This groundbreaking event featured a one-night tournament aimed at determining the most effective martial art in a no-holds-barred setting, which can be considered as an early form of a UFC fight. To their surprise, the event generated around 80,000 pay-per-view buys, signaling the birth of a new combat sports phenomenon. This early success laid the foundation for the UFC’s meteoric rise in popularity and set the stage for future fight events and growth.

Despite the initial success, the UFC struggled to maintain profitability. Financial challenges led to a change in ownership, paving the way for a new era that would revolutionize the sport of MMA.

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Fertitta Brothers and Zuffa Era

In 2001, casino moguls Frank and Lorenzo Fertitta acquired the UFC for $2 million and established Zuffa LLC to manage the organization. They partnered with their childhood friend, Dana White, appointing him as the UFC president and granting him a 9% ownership stake. This strategic partnership marked the beginning of a transformative period for the UFC.

The Fertitta brothers invested heavily in revamping the UFC’s rulesets and marketing strategies, while Dana White’s passion for the sport fueled its growth. The introduction of The Ultimate Fighter reality show and lucrative sponsorship deals helped catapult the UFC into the mainstream, making it the premier MMA promotion in the world.

Endeavor Group Holdings and Shareholders

Today, the UFC is owned by Endeavor Group Holdings, a Hollywood entertainment company that manages a diverse portfolio of businesses across the industry. Endeavor holds a 50.1% majority stake in the UFC, while the remaining 49.9% is divided among other shareholders, including Kohlberg Kravis Roberts, Silver Lake Partners, and MSD Capital. This new era of ownership has seen the UFC reach new heights as the organization continues to expand and cement its dominance in the world of combat sports.

Under Endeavor’s ownership, the UFC has continued to grow, with a focus on international expansion and strategic partnerships. Endeavor’s investment in technology has enabled the UFC to reach a wider audience, as the organization embraces streaming platforms like ESPN+ and collaborates with major networks to broadcast events worldwide. This forward-thinking approach has helped the UFC maintain its position as the premier MMA organization while also raising its valuation to an impressive $12.1 billion in 2022.

The Significance of Dana White’s

Dana White, UFC President, talking to the media

Dana White has played a pivotal role in the UFC’s transformation from a struggling organization to the global juggernaut it is today. As the UFC president and a minority stakeholder, White’s vision and leadership have been instrumental in the growth and success of the organization. He has made great contributions to the team. These include a successful broadcast deal with ESPN and several international media partners, as well as expanding revenue through sponsoring and merchandising opportunities.

White has also been a driving force behind the UFC’s expansion into new markets.

Transforming the UFC

White’s appointment as the UFC president in 2001 marked a turning point for the organization. His passion for MMA, combined with his business acumen and relentless work ethic, helped the UFC overcome numerous obstacles and thrive in a highly competitive market. One of his most significant contributions was the creation of The Ultimate Fighter reality show, which brought the UFC to mainstream audiences and generated a renewed interest in the sport. Tito Ortiz, among other fighters, played a crucial role in this growth.

Under White’s leadership, the UFC also established valuable partnerships with major sponsors, further increasing the organization’s revenue and ensuring its financial stability. His relentless drive to grow the sport of MMA has made the UFC what it is today – the most prestigious and successful MMA promotion in the world.

Dana White’s Stake in the UFC

In addition to his role as the UFC president, Dana White also owns a stake in the organization, giving him a vested interest in its success. When the Fertitta brothers sold the majority of their stakes in the UFC in 2016, White retained a 9% ownership share, ensuring his continued involvement in the company’s operations and decision-making.

As a spokesperson and figurehead for the UFC, White has used his extensive social media presence to promote the organization and its fighters, further solidifying the UFC’s status as the premier MMA promotion.

Financial Aspects of UFC Ownership

UFC Ownership Percentages and Valuation

Understanding the financial aspects of UFC ownership provides valuable insight into the organization’s stability and future prospects. These aspects include the UFC’s current valuation, ownership percentages, and the various revenue sources that contribute to its financial success.

Current Valuation of the UFC

The UFC’s remarkable growth under the guidance of Endeavor, Silver Lake Partners, and Dana White has led to a significant increase in its valuation. As of 2022, the UFC is valued at an astounding $12.1 billion, a testament to the organization’s success and its continued dominance in the world of MMA.

This impressive valuation reflects the UFC’s ability to generate revenue through various channels, including:

  • merchandise rights agreements

  • fighter-centric initiatives

  • technological advancements

  • strategic partnerships with networks like ESPN.

Breakdown of Ownership Percentages

Endeavor Group Holdings currently owns a 50.1% majority stake in the UFC, while the remaining 49.9% is divided among other shareholders, such as Kohlberg Kravis Roberts, Silver Lake Partners, and MSD Capital. This diverse ownership structure ensures a balanced approach to decision-making and provides a solid foundation for the UFC’s ongoing growth and success.

Revenue Sources and Performance

The UFC’s financial success can be attributed to its diverse revenue sources, which include merchandise rights agreements, a fighter-centric approach, and technological advancements. These initiatives have allowed the organization to tap into new markets and expand its global reach, ensuring its continued growth and financial stability.

Partnerships with networks like ESPN have also played a significant role in the UFC’s financial success, providing it with a platform to showcase its events and generate revenue through advertising and pay-per-view sales. These collaborations enable the UFC to reach a wider audience and capitalize on the growing popularity of MMA as a sport and an entertainment spectacle.

Challenges and Future Prospects

Despite its immense success, the UFC has faced several challenges and controversies throughout its history. From fighter pay disputes to weight-cutting-related health concerns and regulatory issues, the organization has had to continually adapt and overcome these obstacles to maintain its position as the premier MMA promotion. One key aspect of this success has been the resilience and adaptability of UFC fighters, who have navigated these challenges alongside the organization.

Nevertheless, the UFC has ambitious plans for future expansion and growth, ensuring its continued dominance in the world of combat sports.

Addressing Controversies

The UFC has had to deal with various issues, including concerns over the violent nature of MMA, accusations of organizational mismanagement, and allegations of unfair pay practices. While these challenges have presented obstacles to the UFC’s growth, the organization remains a dominant force in the world of combat sports, thanks in part to its proactive approach to addressing these issues and maintaining a strong public image.

By implementing stricter rules, working closely with athletic commissions, and investing in fighter safety, the UFC has demonstrated its commitment to the well-being of its athletes and the integrity of the sport.

Legal disputes over fighter contracts and pay suppression have arisen throughout the UFC’s history, with a class-action lawsuit granted in 2020. The outcome of this lawsuit and the UFC’s arbitration rules may impact how the organization handles future legal issues and potential damages awarded to fighters.

Despite these challenges, the UFC has remained steadfast in its commitment to providing an unparalleled platform for fighters to showcase their skills and earn a living in the world of MMA. By continually evolving and adapting to the ever-changing landscape of the sports industry, the UFC is well-positioned to maintain its status as the premier MMA promotion.

Plans for Expansion and Growth

The UFC’s plans for expansion and growth include the following:

  • A focus on international markets, such as China and Mexico

  • Continued investment in the development of its athletes

  • Exploring opportunities to establish a separate performance facility that would serve non-UFC athletes

These plans aim to further expand the UFC’s reach and influence as a mixed martial arts organization in the world of combat sports.

In addition to these initiatives, the UFC is continually seeking new partnerships and collaborations to expand its global footprint and bring its thrilling events to fans around the world. With a relentless drive for innovation and a commitment to excellence, the UFC’s future prospects are undoubtedly bright.

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Technological Innovations in the UFC

A group of people watching a UFC event

The UFC has always been at the forefront of embracing technological innovations to enhance the fan experience and generate revenue. From streaming platforms to collaborations with various networks, the organization has successfully leveraged technology to reach new audiences and cement its position as the leading MMA promotion in the world.

Embracing Streaming Platforms

As the world has shifted toward online streaming platforms, the UFC has been quick to adapt, securing exclusive distribution deals with ESPN+ and other sports networks, including their own UFC Fight Pass. These partnerships have allowed the organization to reach a wider audience, enhance fan engagement, and generate significant revenue through pay-per-view sales and advertising.

Collaborations with ESPN and Other Networks

One of the key elements of the UFC’s success has been its strategic partnership with ESPN. This collaboration includes a 5-year deal to showcase up to 42 live UFC events annually, as well as exclusive content such as pre-fight shows, interviews, and highlights. This partnership has not only expanded the UFC’s reach but also provided fans with unprecedented access to their favorite fighters and events.


From its humble beginnings as a controversial combat sports spectacle to its meteoric rise as the premier MMA organization, the UFC has come a long way. Through various ownership changes, strategic partnerships, and a commitment to innovation, the UFC has not only overcome numerous challenges but also laid the groundwork for a bright and prosperous future. As fans eagerly await the next thrilling event, one thing is certain: the UFC will continue to captivate audiences worldwide and redefine the world of combat sports.

Frequently Asked Questions

Does Dana White own UFC?

Dana White does not own UFC. It was bought by Lorenzo and Frank Fertitta in 2001 for $2 million.

Does Joe Rogan own part of UFC?

Joe has been with the UFC for a long time, but he does not currently co-own it. Though the future is unpredictable, it looks like Joe plans to continue his commentating duties in the foreseeable future.

How much is UFC worth?

Incredibly, the UFC is now worth an impressive $12.1 billion, making it one of the most valuable sports commissions in the world. This valuation has been confirmed by Endeavor, the company that represents the UFC and also represents artists in film, television, music, theater, digital media, and publishing.

Who founded the UFC, and when was the first event held?

The UFC was founded by Art Davie and Rorion Gracie in 1993, and the first event was held in Denver, Colorado – a historic moment that marked the start of an iconic global organization!

Since then, the UFC has grown to become one of the most popular sports organizations in the world, with events held in over 150 countries and broadcast to millions of viewers around the globe. It has also become a major player in the world of mixed martial arts, with some of the best fighters.

What was the purchase price of the UFC when the Fertitta brothers acquired it?

The Fertitta brothers acquired the UFC for an incredible $2 million in 2001, making it a steal of a deal!

Since then, the UFC has grown exponentially, becoming one of the most well-renowned sports organizations in the world. It has produced some of the most iconic fighters in the history of the sport and continues to be a great sport.


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