UFC President Dana White claims the price tag for his fight promotion is nearly double what it sold for roughly two years ago. Endeavor purchased the UFC for $4.025 billion in August 2016. There were many perceived uncertainties in the wake of the deal, but White immediately promised it would be for the betterment of the organization in the sport moving forward. According to White and corroborating investor reports , 2017 was the most financially lucrative year in company history. Add in the UFC’s new stateside television deal with ESPN worth $1.5 billion over five years, and White said the value of the UFC brand now sits at a whopping $7 billion.
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Dana White: UFC brand now ‘worth $7 billion’ after ESPN deal – MMA Junkie