Like a phoenix rising from the ashes of controversy, the UFC’s journey from an outcast to a powerhouse stands as one of combat sports’ most remarkable tales. The year was 2001, and the promotion was gasping for air, bloodied by political uppercuts and financial blows. The most devastating strike came from New York Senator John McCain, who branded the sport “human cockfighting” – a label that stuck like a scarlet letter. His crusade against the promotion, launched with letters to all 50 state governors, landed with the impact of a devastating combination, leaving 36 states shuttering their doors to the sport.

The UFC’s original owners, Semaphore Entertainment Group, attempted to parry these attacks by implementing stricter rules and regulations. But like a fighter who’s weathered too many storms, they were running on empty, their financial gas tank approaching its end. Enter an unlikely trio of saviors: the Fertitta brothers and a scrappy former boxing trainer named Dana White. Against the wisdom of their family patriarch, they formed Zuffa LLC and acquired the promotion for what now seems like pocket change – $2 million.

But this wasn’t some fairy tale with an instant happy ending. The new owners found themselves in a nearly $40 million hole, throwing good money after bad as they struggled to resurrect their investment. The breakthrough came in 2005 with the arrival of the Ultimate Fighter which saved the sport from going into the ground. That night, the owners signed a TV deal with Spike TV right after the iconic Forrest Griffin vs. Stephan Bonnar bout ended.

By embracing traditional television, they didn’t just open a door – they blew the roof off the arena, transforming a controversial spectacle into a mainstream phenomenon. But it still doesn’t change the fact that the UFC’s metamorphosis from backroom brawls to the billion-dollar empire was gradual and before TUF 1, even top fighters weren’t able to make a sound sum. And this was substantiated by one of the earliest superstars of the sport who served as the face of the UFC in his heyday.

In a recent interview with Jake Shields on YouTube, former 205lbs kingpin Chuck Liddell reflected on how Dana White and the Fertitta brothers changed the lives of fighters: “When I was in the sport, a home run was making 150 grand a year. I remember by the end of my career, I was making that on my shorts from my sponsorship for the fight. So, it was like, you know, it was a big difference. If they hadn’t come in, I don’t know if we would have gotten there when I was still fighting.”

This strategic shift, combined with pivotal decisions and the Fertitta brothers’ strong ties to the athletic commission, was instrumental in easing the restrictions and modernizing the rules of the sport. These changes not only transformed the UFC’s landscape but also created opportunities for both the organization and its fighters to thrive.

The UFC’s remarkable evolution is now regarded as a textbook example of business strategy, making it a valuable case study at top universities like Harvard and Oxford. However, despite White’s success, the journey was not without its challenges. He gained valuable insights from his previous business failures, which ultimately shaped his contributions to his achievements.

Dana White opens up about the only business he failed at

With his sharp business acumen and a proven history of high-stakes deals, Dana White transformed the UFC into a multi-billion-dollar empire. What started as a Las Vegas-based organization has now expanded globally, from Canada to the Middle East to Asia, with skyrocketing PPV prices and ticket sales. For fans, MMA translates to UFC!

Where once the promotion struggled to secure venues, now every arena is eager for the head honcho to choose it as the next fight destination. It’s an inspiring success story. Even though the Fertitta brothers stepped away from the UFC years ago and ownership shifted to TKO Holding Group, White remains in charge. However, his journey wasn’t without its setbacks.

Speaking on the ‘Flagrant’ podcast last year, when host Andrew Schulz asked about his past business failures, the UFC CEO shared his experience with a used car dealership: “The only business I ever failed at was when we bought a car dealership. Let me tell you, it was a f—–g s–t show. The only thing that saved me, and I didn’t lose on it, was because I bought the f—–g land. I bought the dealership outright. Getting f—–g murdered. It’s the shi–iest, dirtiest business.”

What’s your perspective on Dana White & Co.? Despite the allegations of exploitation and oppression, do you believe their promotion has genuinely transformed the lives of their fighters? Share your thoughts in the comments below.