‘It’s Time!’ There is no other phrase more iconic than this in the entire realm of mixed martial arts. As the phrase shot to fame, so did the artist behind its inception – the one who has come to be known as the ‘Voice Of The UFC’, Bruce Buffer. When Buffer says ‘It’s Time!” fans know that the moment they’ve been waiting for has finally come to be. But did you know how this phrase came to be?

In the recent episode of EssentiallySports Fancast Exclusive, the host Andrew Whitelaw sat down with the iconic UFC announcer. The duo covered a lot of stories, and of course, the story behind the origins of ‘It’s Time!’ was one of them. Whitelaw addressed how iconic the phrase has become. From his own experience, he revealed that he felt like he arrived at the big show right after Buffer said the iconic line. The announcer said that it was, in fact, the whole point of it, claiming that he had become the “ultimate cheerleader”.

Buffer: So, I started every day and, I still do, looking in the mirror, shaving, doing whatever, you know? You’re getting ready for your day. You know, I slap myself and go “It’s time”, to be the best I can be, the best day I can have. And when I started in the UFC in 1996, my first show, and then when I became the announcer for all the shows, I was managing, and still do manage my, again, my legendary brother Michael Buffer, known for his famous phrase ‘Let’s get ready to rumble.’

His elder brother was already famous for being the greatest announcer. But Bruce Buffer wanted to create a history of his own.

Buffer: And I was not phrase-driven. I wasn’t interested in being, with all respect, Frank Sinatra Jr. right? I wanted to go out and be recognized for Bruce Buffer to do what I, my own style, my specific style. Because nobody is like my brother. He’s the greatest announcer of all time, he has amazing distinct style. We’re partners and we are very different in our presentation.

Buffer: So I told myself in the first two to three years if I don’t develop my own style, then I would probably stop. Because I didn’t want to be the guy riding the coattail of the most famous announcer in the world or trying to be Michael Buffer. That was not my intent whatsoever. 

Bruce Buffer would initially begin the show with ‘It’s time to begin the Ultimate Fighting Championship’. He claimed that that was the initiation of the show for about 7 years since he joined the UFC.

Buffer: My whole goal was not to be trademark-driven. But it’s not what I say, it’s how I say it. So for the first seven years or so I never said ‘It’s time’ during the main events. I would start off the UFC show itself and say ‘It’s time to begin the Ultimate Fighting Championship’. And that’s how I started the show.

But it was when Dana White and the Fertitta brothers took over the UFC that the iconic ‘It’s time’ came into existence!

Bruce Buffer reveals Dana White’s role in the creation of ‘It’s Time!’

The MMA announcer recalled the time he introduced Tito Ortiz and Evan Tanner back in 2001. Therein, Buffer had shortened the introductions and kept the excitement and energy high, as per White’s instructions. Needless to say, it worked!

Buffer: And then when Dana White took over the company, which was the greatest thing that ever happened to the UFC, when he and the Fertitta brothers took it over, I was called into my meeting with Dana and we went over everything. And Dana wanted me to stop saying that at the top of the show, and sort of, you know, shorten my introductions a little bit. He told me that his favorite introduction of mine was when I introduced Evan Tanner fighting Tito Ortiz in Atlantic City, and to keep that kind of excitement and energy. And that’s exactly the excitement and energy I like to keep throughout the entire show. So I was like ‘Yeah this is perfect’.

Buffer: So eventually, couple of years later, or in, I realize, you know what; the fans been sitting here for five hours, the fighters have trained for eight to ten weeks, is coming down to the main event. They’re in the Octagon. This is the moment we’ve all been waiting for, this is what it’s all come down to. ‘It’s time, right?’ So that’s where the whole ‘It’s time’ started.

As of now, the catchphrase has become an integral part of Buffer’s life and identity. The fame of the phrase went up to such an extent that the announcer even decided to open multiple brands with that name. Without a doubt, it is a phrase that makes the main events even more exciting, ensuring the fans’ entropy remains high.

For more on this story and many other interesting tidbits from the conversation, check out the Exclusive Fancast interview.