Exclusive: Bruce Buffer Reveals Dana White’s Secret Behind Iconic ‘It’s Time’ Catchphrase

28 years, 289 numbered UFC events, one voice – Bruce Buffer! In a matter of days, at UFC 302, the veteran Octagon announcer will take the stage to introduce the many UFC stars competing at the New Jersey event. Lovingly, and deservedly, dubbed ‘The Voice of the UFC’, Buffer sets the stage for UFC fights with his unmatched charisma and energy. Lucky for us, he decided to give us a firsthand experience of the same when he sat down with EssentiallySports Fancast for an exclusive interview about all things Buffer, and the UFC.

Among the many behind-the-scenes stories and expert insights he dropped on the chat, there was a gem – the story behind his iconic “IIIIIIIIIITTTTTT’SSSSSS TIIIIIIIIIMMMMMMEEE!” With nearly three decades in the industry, Bruce Buffer is as much a part of the UFC brand as Dana White and Joe Rogan.

In fact, it was Dana White who asked the announcer to change his original catchphrase and go with the disyllabic war cry, and the rest is history. Now let’s have a look at what advice the UFC supremo gave to Buffer that etched his role in the promotion’s history. Here is an electrifying excerpt from Buffer’s immersive conversation with EssentiallySports Fancast.

Buffer: “So, for the first seven years or so, I never said ‘It’s time’ during the main events. I would start the UFC show itself and say ‘it’s time to begin the Ultimate Fighting Championship’ and that’s how I started the show.”

“And when Dana White took over, which was the greatest thing that ever happened to the UFC, 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 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’.”

“So eventually, couple of years later, 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.”

The signature catchphrase took off and did wonders for Buffer. Just as much as it cemented his place in the UFC, it gave him an identity unrelated to his brother, the legendary boxing ring announcer Michael Buffer. It was Bruce’s goal not to ride Michael’s coattails, and develop his own style. Now, the catchphrase that introduced the Bruce Buffer brand to the world is a brand in itself!

“Its Time” by Bruce Buffer – Fragrances, Drinks and more!

Sometimes in the world of entertainment, a catchphrase becomes so phenomenal that it warrants being turned into an entity. It seems like Bruce Buffer did exactly that. The firebrand announcer knew that it would be a waste of such a memorable slogan if it only stayed restricted to the Octagon or at least in the MMA world. Buffer was smart with his decision to turn the catchphrase into multiple entities. What are those, you ask?

The 67-year-old announcer launched a premium perfume and cologne brand out of the catchphrase. The name of the perfume is literally ‘Its Time by Bruce Buffer’ You can find the brand on multiple websites. In addition to his perfume brand, Buffer is the host of his own podcasting channel, where he starts every episode of his podcast with his catchphrase. But that’s not all. He also has his own brand of energy drink, under the same name ‘It’s Time.’ You can explore and purchase Buffer’s ‘It’s Time’ fragrances here, and get a taste of his energy drink here.

Now this is just one of the many stories he told the listeners at EssentiallySports Fancast. Make sure to check out our other articles from the interview with the veteran Octagon announcer.