When the Fertitta brothers decided to let go of the UFC, they sold the company for a total of $4 billion to bigwig talent agency WME-IMG. But after the UFC’s new broadcast partnership with ESPN which was made official last May, company president Dana White is expecting a boost in that previous value.
“When you think about it we haven’t even scratched the surface yet of how big this thing can be,” White said in a recent interview with entrepreneur Tony Robbins (transcript via MMAjunkie). “We just did a TV deal with ESPN for $1.