“The money you make is a symbol of the value you create”—a profound statement by renowned author and motivational speaker Idowu Koyenikan. In today’s consumer-driven world, this sentiment holds true across industries, including the cut-throat world of MMA. This is where the UFC has played a defining role in the sport’s evolution. Established in 1993, the promotion faced horrendous Avengers-level threats in its early years. However, the tides shifted in 2001 when Dana White took over, transforming a struggling promotion into the leading force in combat sports.

But now, the UFC’s long-standing supremacy faces a new challenger—Bare Knuckle Fighting Championship (BKFC). For years, BKFC remained on the fringes of mainstream recognition. That changed dramatically last year when megastar Conor McGregor became a co-owner. With the Irishman’s star power and business influence, BKFC has gained significant traction, setting the stage for a compelling rivalry—Dana White vs. Conor McGregor. Who is the sharper business mind? While it’s too early to declare a winner, one way to measure their influence is by examining the net worth and market valuation of the UFC and BKFC. Let’s dive in.

UFC vs. BKFC net worth comparison

The UFC was once branded as “human c–kfighting” by Senator and future presidential candidate John McCain, who pushed for a nationwide ban on the promotion. His efforts led to significant rule changes, including the prohibition of several dangerous moves, the introduction of weight classes, and the adoption of the unified rules of mixed martial arts. Despite its growing fanbase, the UFC was still struggling financially and ultimately sold in 2001 to casino magnates Frank and Lorenzo Fertitta for just $2 million.

Recognizing the promotion’s potential, the Fertitta brothers appointed Dana White—a fight manager and their close friend—to take the helm. The UFC’s early years under their ownership were rough, accumulating reported losses of $44 million. However, White’s relentless drive and business acumen turned the company around. Through strategic marketing, lucrative sponsorships, and game-changing broadcast deals, he transformed the UFC into a global powerhouse. Today, the promotion is worth an estimated $12 billion, making it the most dominant force in mixed martial arts.

Meanwhile, BKFC has emerged as a fierce competitor. Founded in 2018, BKFC embraces the raw, unfiltered nature of combat sports but initially struggled to gain legitimacy. Like the UFC in its infancy, BKFC faced financial setbacks and government scrutiny, even drawing criticism from McCain’s office. Before its legalization, the last sanctioned bare-knuckle fight in the U.S. had taken place in 1889 between John L. Sullivan and Jake Kilrain. The National Police Gazette magazine sanctioned the bout which was ultimately won by Sullivan.

Under the leadership of its president, David Feldman, BKFC has defied the odds. The promotion has rapidly gained traction, carving out a niche among hardcore fight fans. As of April 2024, Forbes estimates BKFC’s valuation at approximately $400 million.

How much of BKFC does Conor McGregor own?

BKFC president David Feldman acknowledged Conor McGregor’s impact on the promotion, calling it “needle-moving equity” during an appearance on The MMA Hour. He hinted that despite the Irishman still having two fights left on his UFC contract, a return to combat sports through BKFC remains a strong possibility.

The Irishman’s involvement with BKFC goes far beyond being just a promotional figure. However, the specifics of his ownership stake remain undisclosed, with both the organization and McGregor himself keeping the details private. While Feldman offered no official confirmation, he suggested McGregor likely holds a significant, perhaps majority, stake in the company.

Meanwhile, Dana White, who previously held a 9% stake in the UFC, retained his share even after the UFC’s 2016 sale to WME-IMG (now TKO Holdings) for $4 billion. Despite the sale, White’s stake ensured that he remained a central figure in the organization.

Does Dana White own the UFC?

Dana White’s ownership stake in the UFC has undergone significant changes over the years. When Zuffa acquired the promotion in 2001, White joined forces with his close friends, Lorenzo and Frank Fertitta, to take control of the organization. The Fertitta brothers held an 81% majority stake, while White retained 9%, with the remaining 10% being retained by Flash Entertainment (owned by the Abu Dhabi government).

In 2016, Zuffa sold the UFC to WME-IMG for $4 billion. As part of the deal, White secured a five-year contract to remain president and received a $360 million payout from the sale. the CEO’s ownership share declined further in 2021 when Endeavor acquired full control of the UFC when they took the company public with an IPO, raising around 1.7 billion dollars. The landscape shifted again in 2023 when the UFC merged with WWE under Endeavor’s newly formed TKO Group Holdings.

It is safe to say that Dana White’s influence within the company remains unparalleled. Investors and TKO management recognize that his leadership is a crucial factor in the UFC’s sustained success, with many believing that without him, years of business growth could be at risk.

With decades of relentless hard work, strategic moves, and unwavering dedication, Dana White has built the UFC into a global powerhouse. With that in mind, can Conor McGregor, despite his immense star power and business influence, ever reach the same level of success as a promoter? Can he carve out a legacy in combat sports that rivals what White has accomplished?