Working first as a bouncer in Boston’s ‘The Black Rose’ pub to befriending Lorenzo Fertitta at the Boston Harbor Hotel as a bellman, Dana White’s life was going to change forever. In 2001, when the Fertitta brothers acquired the company, White was appointed as the President, guiding it through hard times with million-dollar losses weighing over the enterprise. Then-senator John McCain of Arizona, who ridiculed the sport as “human cockfighting,” and former Governor George E. Pataki of New York, who banned the sport from the state, didn’t make it any easier for Dana White and Co.

The brand needed a do-over. With insane advertising, effective marketing on social media, and earning trust with their partners with better distribution, the Fertitta brothers meant business. Yet, it was one thing to get the business rolling but it is another to make a cultural shift where the brand is respected for the sport it represents. They were able to do that too. Rules came along that put restrictions on early fights as well as another layer of systemic change that sought approval from the state’s athletic commission. The last one to arrive before the 4-billion handover happened that same year was when New York too lifted its ban.

A rumor that had been going around since early Spring, the Fertitta brothers finally decided to sell in the promotion to the talent giant WME-IMG (now Endeavour) after the conclusion of the UFC 200 edition that drew more than 18,000 fans to Las Vegas (2016). The brothers settled as minority investors, thanks to expansion challenges, which was then an affair as huge as broadcasting in 156 countries, and legal battles over regulations in various countries.

At that point in time, Dana White must have used a practical lens to assess the situation. The then-president said, “We’re not for sale. But let me tell you what. If somebody shows up with $4 billion, we can talk.” It has been eight years since, and White now has the time to look at it retrospectively. Lamenting the lived experiences of the day on Friday on the UFC’s official broadcasting partner, TNT Sports, White unveiled that he was initially frustrated.

He said, “It was horrible; I hated the sale. I didn’t want to sell, but the Fertittas were ready to go. I think because I didn’t want it, I just didn’t think it was going to happen. So,  I sort of dismissed it.” He continued,

“And then, it hit me like a ton of bricks, when it actually went down. I was driving to the arena for the weigh-ins.” And that’s when he got a call from Lorenzo. “And he said, ‘The deal is on. We sold.’ I just remember I was like I didn’t think it was real. He said, ‘When you get to the arena, you need to sign the papers.’ I was like, ‘Oh f**k!'” This was when the camera moved to Lorenzo who threw a nuanced narrative of how the conversation went down.

“When we were in the back, into the locker room, I think before or after the weigh-ins, and I said ‘Dude! [long pause] Don’t worry about me. I’m good, be happy. We just accomplished something that which was unheard of. Nobody ever thought to accomplish. Now let’s do what already he does which is go cut incredible deals at Endeavour. He is gonna let you run this thing day on a day-to-day basis. You’re gonna take this thing to the next level. And that’s what happened.”

“I think, in some sense, while he was emotionally distraught for many reasons, it was a bit of a validation. Like ‘Hey, some really smart people just paid us $4.2 billion on this thing. So, I know he tells the story where he was distraught but there was a side of him too where he was like, ‘Hey, wow, look what we did!’”

At 55, now as the CEO of the promotion, he remains focused on elevating the UFC to new heights, a commitment evident from his candid interview that gained widespread attention online last year.

Dana White gets big-time FOMO when away from the UFC

Dana White’s relentless dedication is etched in the success of the UFC, a sentiment echoed by Vanity Fair, which consistently ranked him among the top 500 business entrepreneurs year after year. White has earned the informal title of the ‘pillar of the UFC,’ a testament to his profound impact on the organization. But while his status is impressive, the journey to get there has been anything but easy. His tireless work ethic has not only won over the UFC board of directors but also drawn admiration from influential figures like Joe Rogan and even Donald Trump.

In an interview with Grant Cardone on YouTube, White himself acknowledged this passion: “You know what I’m going to do… everyone dreams about vacations and retiring, but I hate three-day weekends. Man, if I go on vacation, I can’t wait to get back to work. That’s how much I love this, so there’s no way I was going to leave, anyway.”

Dana’s love for the grind speaks volumes about why the UFC has reached such heights under his leadership. But what do you think of the Fertitta brothers’ decision to sell the UFC? Was it a brilliant business move, or could they have waited for even bigger opportunities? Let us know your thoughts in the comments below!