Sitting in an art-filled corner office 30 minutes from the Las Vegas Strip, Dana White and Lorenzo Fertitta were attempting to paint their version of a masterpiece: creating the next big thing in sports.
They have seen this play out before. Along with Lorenzo’s brother, Frank, they bought the UFC for a paltry $2 million in 2001 and sold it to Endeavor in 2016 for $4 billion. They transformed what was once perceived to be overly violent, human cockfighting into a successful mainstream property that is arguably more popular than boxing.
Now, they are ready to draft off their UFC playbook to grow their new properties. These include youth sports operator 3Step Sports, motorsports/action sports company Thrill One Sports & Entertainment, and Power Slap League, which White co-founded in 2022.
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