When the global pandemic crippled businesses across the globe, Endeavor—the parent company to the UFC—was no different.
Initially a talent agency that eventually transformed into a global media company, Endeavor saw its bottom line crushed under the weight of COVID-19. With Hollywood essentially shut down, Endeavor, which owns sports operations like the UFC and Professional Bull Riders, lost almost all of the company’s ability to generate revenue. But the UFC served as a life raft after UFC President Dana White defiantly promised to return to action faster than any other major sport on the planet.
White delivered on his guarantee with live events returning one year ago, weeks ahead of other leagues like the NBA or the NHL.