ADVERTISEMENT
Shop at Jay’s Market at 190 East Flamingo Road at the Koval Lane intersection.
ADVERTISEMENT
By Cassandra Cousineau, LVSportsBiz.com UFC/MMA Writer
LAS VEGAS, Nevada — Ultimate Fighting Championship (UFC) has a value of $11.3 billion, making the Las Vegas-based fight show promotion the most valuable combat sports promotion in 2024, according to Forbes business magazine.
The Dana White-led organization has grown far beyond a traditional fight promoter. It has become a multi-platform entertainment powerhouse staging MMA spectacles around the world using its expansive in-house media resources to market its product. Endeavor bought UFC for $4 billion in 2016 after Lorenzo and Frank Fertitta acquired UFC for $2 million in 2001.
LVSportsBiz.com took a first-hand look at how UFC flexed its marketing and content creation power to execute a packed slate of events close to home here in its home base of Las Vegas. The week culminated with UFC 313 at T-Mobile Arena Saturday, headlined by the organization’s breakout star and workhorse light heavyweight champion, Alex Pereira fighting dangerous challenger Magomed Ankalaev.
More Than 3 Billion Views, UFC’s Multi-Platform Strategy for Fight Week
In many ways, UFC’s approach to fight week feels like the brand itself is a fighter, strategically moving through round after round in a championship match. The once-maligned and outlawed fight show has more than three billion YouTube views. Its documentary-style original series, Embedded, has structured its business to maintain continuous audience engagement by leveraging multiple content formats and distribution channels.
Fight Pass
Through the span of five days, UFC executed a three-pronged engagement strategy in Las Vegas. Inside Apex — a 130,000-square-foot facility with a seating capacity of around 1,000 — FC Fight Pass hosted an intimate showcase highlighting the organization’s growing presence in jiu-jitsu and submission grappling.
Fight Pass is a subscription-based video streaming service owned by TKO Group Holdings, UFC’s parent company. It launched in Dec. 2013 and continues to serve as a hub for combat sports content worldwide. By curating diverse combat sports content, UFC expands its reach beyond traditional MMA fans.
Power Slap’s Expansion to YouTube
White’s controversial slap-fighting venture debuted on YouTube in front of a full-capacity crowd at Fontainebleau, highlighting UFC’s ability to tap into new media trends and monetize alternative fight content for digital audiences. Power Slap is controversial because competitors smash an open hand on an opponent’s face with the opponent standing there without putting up any defense against the blow.
In just its 12th event—and now moving off the Rumble platform—Power Slap is positioning itself as a significant component of UFC’s growing digital engagement strategy. According to White, Power Slap 11 attracted 4.3 million viewers on Rumble, its previous platform.
“You know who I like to bet on? Me,” White told Forbes. “[At Power Slap], we own everything, and we control everything. We are basically creating our own destiny.”
Power Slap President Frank Lamicella emphasized how YouTube plays a role in scaling the league’s global reach.
“Power Slap is using YouTube to continue to build globally. The first show on YouTube was available in four different languages, and in the room, there were a combined one billion followers,” Lamicella said, referencing the strategic alliances with various high-profile influencers.
UFC 313 at T-Mobile Arena
The week’s culminating event, UFC 313, required significant logistical effort. Following the Vegas Golden Knights’ NHL game on Friday night, arena staff worked overnight to cover the ice and prepare the venue for Saturday’s UFC event. The transition underscores the operational efficiency required to host consecutive major sporting events in Las Vegas’ premier entertainment venues.
Dana White’s Expanding Business Ventures
Make no mistake, UFC and Dana White are their own unique brands cross promoting each other. White remained active throughout fight week across multiple business ventures, signaling a broadening of his investment footprint.
TKO’s newly announced boxing promotion with White at the helm partnered with Saudi-backed Turki Alalshikh marks a calculated effort to disrupt a historically fragmented industry.
A Partnership with Tom Brady in Sports Memorabilia
White also took time to engage with former NFL quarterback and minority Raiders owner Tom Brady, who recently acquired a 50 percent stake in CardVault, positioning himself in the lucrative sports memorabilia market.
White participated in a promotional giveaway, FaceTiming with Brady, to discuss the growing value of sports trading cards.
“For your chance to win these cards, just share this post to your stories and tag me and @Topps #RipitFriday,” White posted on Instagram.
White’s ability to leverage both personal branding and business strategy ensures that UFC remains integrated into broader sports industry conversations.
UFC’s $11.3 billion valuation is built on a calculated, long-term strategy that extends beyond fight nights. The company is positioning itself as a 360-degree sports and entertainment entity, securing audience engagement before, during, and after each event.