How much is the UFC worth?

The UFC has carved out a reputation as the defining force in mixed martial arts (MMA). Whether you are a fighter, a promoter, or anyone with a stake in MMA, you want to be closely aligned with the UFC, which has become the most commercially successful promotion under the stewardship of Dana White, easily one of the most influential people in sports.

But how much is the UFC worth exactly? Estimates vary, with a tentative number floated at $11.3bn. The UFC is set to continue on an upward financial trajectory as a new streaming rights deal with Paramount+ has already taken effect, which should create an additional revenue stream by popularizing the promotion’s fights.

How much money is the UFC worth these days?

The exact value is subject to speculation, with an article by Forbes in 2024 pinning it at $11.3bn. Forbes contrasted this speculative number with the fact that the UFC was purchased in 2001 for $2m by Lorenzo and Frank Fertitta, one of the best returns on investments in sports history.

The Fertitta brothers did not sniff out the opportunity themselves, however. They were tipped by White, who figured out that the UFC has the potential to go big, although he, too, probably didn’t realize at the time that the promotion would increase its valuation in the billions.

In any event, the company was bought out by the Fertittas, and White was installed as its president, while also receiving sweat equity and a finder’s fee for successfully scouting the business opportunity.

Is there a more up-to-date valuation of the UFC?

Based on credible reporting sources, the UFC’s current valuation of $11.3bn is probably outdated, but it is difficult to tell exactly how much the league could be worth today.

The 7-year deal with Paramount+ is worth $7.7bn, which will significantly bolster the promotion’s purse and finances. Some observers argue that the pay-per-view model is better suited for long-term sustainability. However, the UFC and Dana White believe that a lower-cost streaming model offers more predictable revenue and broader audience growth.

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