The Ultimate Fighting Championship has been a Las Vegas sports institution ever since Dana White convinced his friends Lorenzo and Frank Fertitta to purchase the mixed martial arts promotion in 2001. That doesn’t mean the early days were spent without their challenges, even after the organization started to gain some traction a few years after setting up shop locally.
“Things were blowing up and I still couldn’t get production people to move to Las Vegas,” White tells Las Vegas Magazine. “They either wanted to be in New York or L.A. We couldn’t get real salespeople to move out to Vegas, and the list goes on and on. Now, we can get anybody to move to Vegas.”
The UFC has become sports’ most remarkable success story under White as the Fertitta brothers purchased the promotion for $2 million before selling it to Endeavor for more than $4 billion in 2016. The sale price looked shocking at the time, but it’s turned out to be a bargain considering the UFC’s television revenue alone. The UFC is finishing off a $1.5 billion contract with ESPN this year before jumping to CBS and Paramount+, which paid $7.7 billion for a seven-year rights deal beginning in January 2026.
Meanwhile, White and his team are often credited with being ahead of the curve and revolutionizing professional sports in Las Vegas. He’s not bashful about all the business success, but exercises more humility when asked about his role in Las Vegas’ recent sports explosion.
“Zero,” White answers when asked how much credit he and his team takes. “We were the first sports league in Vegas, but before us, there was UNLV basketball, and you could see the potential for Vegas to be a sports town. The city was always meant to be transformed from a Podunk gaming town to a major city in the United States, specifically in the sports realm.”
White, who mostly grew up in New England but spent time at Bishop Gorman High as a teenager (where he met the Fertittas), has enjoyed being a spectator to the rise just as much as a contributor. He was one of the first people to buy a luxury box at Allegiant Stadium to watch every Las Vegas Raiders’ home game, and has even come around on the Vegas Golden Knights. He considers one of his biggest misses to be his response when the Maloof family pitched him on investing to bring professional hockey to Las Vegas more than a decade ago.
“I said, ‘That’s (expletive) crazy, it’s never going to work,’” White says. “Now the Knights are huge. Everyone has the license plates. Everybody’s wearing the merch, and they do massive business, but I didn’t see the potential for it.”
White would never consider moving the UFC’s headquarters, as he believes Las Vegas’ unique entertainment and dining options are a perfect match with fans coming in for a fight weekend. Much speculation existed around his future with the company when he received a personal $360 million payout as part of the sale in 2016, but he’s remained motivated to front what’s turned into the largest combat sports league in history.
White promises more groundbreaking is ahead in 2026, including a summer spectacular card on the White House South Lawn, new UFC Performance Institutes being built globally and broadcast innovation with the new television deal. “I’m always looking at what’s next—the next level, the next technology,” White says. “Our goal in the next seven years is to do big things with CBS, Paramount and other ventures we’re getting into. We’re going to stay aggressive.”
Dana White’s Top Four Vegas Restaurant Recommendations
Carbone at Aria: “Off the charts, amazing Italian food. Every time I go in there, it’s an incredible experience. The service is amazing, the food is great, and they have a great bar, so get there early.”
Nicco’s Prime Cuts & Fresh Fish at Durango: “I know it’s a Fertitta place but I ain’t going to lie for (expletive) anybody. The steaks are off the (expletive) charts. All the sides are great, and they have the best burger in town.”
Wing Lei at Encore: “If you like Chinese food, it’s unbelievable. There’s always great service and it’s a beautiful restaurant.”
Meraki Greek Grill (multiple locations): “It’s a local spot but, if you want to get off the Strip and search for some good food, it’s incredible.”
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