Dana White's vision includes more performance institutes around the world, as well as a wider global media distributiongetty images
As UFC wraps up its 30th season, CEO Dana White’s blueprint to keep growing the property includes opening more performance institutes around the world and finding a more unified media distribution model globally.
With two Fight Night events and one PPV event left to round out its year, the Las Vegas-based, Endeavor-owned fighting property is ending 2023 facing enhanced competition from rival MMA leagues and a notable class-action lawsuit over fighter pay that could conclude next year.
But it remains the biggest player in combat sports, and while White is as busy as ever with an increasing number of side jobs, he notes that UFC has significant plans in the works to keep its share of the market. White said he envisions his goals in three- to five-year increments, and that global growth will factor into those plans.
“Obviously, the performance institute opening in Mexico is a big deal for us," White said. "We’re building the market down in South America. Getting into different parts of the world.”
UFC has also been looking to build its presence in the Middle East, which is becoming the new global hub of combat sports, plus Africa, Australia, Indonesia, China and other markets.
“As I start reaching out and getting these PIs built, it is going to … make this sport explode,” White said.
Because fighting and wrestling are some of the oldest sports on earth and well-known across the globe, “our ceiling is 8 billion people,” White said, referencing the estimated total population of the world.
As for the quickly evolving digital streaming space, White said: “My dream is when I can be on one channel and everybody in the world can watch the same fight at the same time on the same channel.”
UFC is one of the two main assets under TKO Group, which is owned 51% by Endeavor and 49% by WWE shareholders.
