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Turning a $2 million purchase into a $4 billion sale to Endeavor, White built the UFC from a struggling niche promotion into a 40-events-per-year global sport broadcast across 170 countries — one of the greatest ROI stories in sports business history.
Dana White is President and CEO of the UFC.
Along with Lorenzo and Frank Fertitta, he bought the organization in 2001 for $2 million and sold it in 2016 to WME-IMG (now Endeavor) for about $4 billion, then one of the largest deals in sports history. Under his leadership the UFC expanded from a handful of annual events to more than 40 broadcast in 170 countries.
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