UFC CEO Dana White says the promotion has reached a level of trust with fans that boxing could only dream of. Speaking at the Joy Forum, White revealed that UFC events are now selling out before the main event is even announced — a testament to the organization’s consistency and credibility.
“We got the UFC to a place where people are buying tickets before we even announce the main event,” White said. “We built this relationship with the fanbase — they know we’ll deliver no matter what happens. Boxing hasn’t done that in a long time.”
White, who plans to officially launch Zuffa Boxing in 2026 through a multi-year deal with Paramount, took aim at traditional boxing promotions, accusing them of prioritizing quick cash over building long-term trust.
“I’ve been saying for a long time, every time you watch a boxing event it’s like a going-out-of-business sale,” White added. “They just want to grab as much money as they can. They don’t care if the live event or TV product is good.”
He credited television — particularly The Ultimate Fighter on Spike TV — as the turning point that transformed UFC from a money-losing venture into a global juggernaut.
“Even when we were upside down financially, we knew we were close. What we needed was TV — to show millions what we already knew: that this product would blow up everywhere.”
White’s formula for success has stayed consistent — deliver quality fights, invest in production, and never break the fans’ trust.
“If you buy tickets and show up, you know what you’re going to get. That’s why people keep coming back.”
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