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The UFC will maintain, on September 14, the first-ever stay sporting occasion on the Sphere in Las Vegas. Thanks to Tom Brady.
When U2 opened up the Sphere, the world’s largest spherical construction with a 160,000-sq.-ft. LED display that wraps across the inside, final September with a live performance residency, Brady referred to as UFC CEO and president Dana White to ask if he wished to affix him at a present. White agreed, and whereas watching Bono and The Edge carry out, turned smitten with the state-of-the-art venue and moved to safe a UFC date there.
UFC 306, which unfolds two days earlier than Mexican Independence day, will characteristic a movie on the historical past of Mexico, performed in 90-second chapters between fights on the Sphere’s inside show. A bantamweight title struggle, between Sean O’Malley of the U.S. and Merab Dvalishvili of Georgia, is the primary occasion; a ladies’s bout, between Alexandra Grasso of Mexico and Valentina Shevchenko of Kyrgyzstan, is the co-main occasion.
White sat down with TIME in New York City on Sept. 9, the day earlier than his buddy Donald Trump— whom White launched on the Republican National Convention in July—debated Vice President Kamala Harris in Philadelphia, to debate the challenges of internet hosting this first-in-kind sporting spectacle, masculinity in fashionable America, and the way forward for the struggle enterprise.
(This dialog has been edited and condensed for size and readability)
What attracted you and the UFC to the Sphere in Las Vegas?
So I went to the U2 occasion, and midway by the occasion, I’m going, “Man, this, that is unbelievable.” So I actually referred to as my head of manufacturing throughout the occasion, and stated, “Hey, I do not know what you are doing subsequent weekend, however cancel it. You and the boys are coming right here. I need to do the Sphere. We’ve obtained to determine this out.” I noticed the probabilities of doing one thing distinctive and enjoyable and difficult all on the identical time.
What’s been the most important problem in staging a sports activities manufacturing just like the UFC within the Sphere?
It’s all been difficult. The first was, how the f-ck can we gentle this factor? Every occasion we have ever accomplished has a centerhung. An enormous lighting grid, which not solely has the lights, however the digicam, mikes, audio, all that stuff is in there. All that goes away. It begins with the lighting, after which we get into the inventive.
An enormous boxing match, between celebrity Canelo Álvarez of Mexico and Edgar Berlanga, is going on on the identical night time. That competitors has put strain on ticket costs and gross sales for UFC 306. Have ticket gross sales been as strong as you initially thought?
This is the most important gate in UFC historical past. It’s going to be $22, $23 million, and we have now essentially the most pre-buys on pay-per-view within the historical past of the corporate. So, sure, the Canelo struggle will go on that night time. And I feel that there are lots of people who’re boxing followers which can be going to go to Canelo struggle, and there are lots of people that need to expertise this on the Sphere. Listen, I like this sort of stuff anyway. Let’s let the video games start.
Given all the extra manufacturing concerned on this occasion, do you anticipate it making a revenue for the UFC?
An everyday UFC occasion takes us to 2 and a half million bucks. The funds for this was $8 million as a result of we did not know. We’re at $20 million. It’s like constructing a home. But we did rather well with sponsorship and a whole lot of different issues. It’ll be very worthwhile.
How do you see sports activities consumption altering going ahead, and what’s going to the UFC do to regulate to those modifications?
Loads of attention-grabbing issues occurred throughout COVID, and one of many largest was, we can not stay with out sports activities. People had been dropping their minds. I used to be dropping my thoughts with out sports activities. Sports rights simply proceed to go like this. [Points upward.] And simply if you assume sports activities cannot get any larger, they simply do. Guys that purchased NBA groups for $300 million are actually value five-and-a half billion. There are 1,000,000 different examples I might throw at you.
Streaming is the longer term. The world continues to get smaller and smaller and smaller. When you wrap your head round that, when I’m speaking about streaming, when you consider the ceiling on this enterprise, there’s 8 billion folks on earth. I proceed to reinvest on this enterprise and open efficiency institutes all over the world. When you and I had been rising up, your dad and mom would put you in karate and Tae Kwon Do. This is the brand new martial artwork for kids, males, and girls. This is an enormous enterprise.
Power Slap is making its worldwide debut. Why do you assume that enterprise shall be profitable?
Power Slap is essentially the most profitable enterprise that I’ve ever been part of in such a brief period of time. [In] 19 months, we have now 17 million followers. We have a few of the largest movies in sports activities on social media, extra sponsors than the UFC had in 10 years, and an even bigger television-rights deal than the UFC had in 10 years. And what’s loopy is, they’re saying all the identical issues they stated concerning the UFC after we began. Literally an identical. How gross it’s, how silly it’s. “So you may punch a man, then soar on prime of him and begin pounding him?” “It’s disgusting.” “It’s not an actual sport.” Literally, I heard all this sh-t earlier than.
Here’s the fact. There are 8 billion folks on the planet. Some folks will prefer it, and a few folks will not. But if you’re coping with the variety of 8 billion, there are sufficient that you’ve got an actual enterprise in your fingers. I used to say that the UFC could be larger than boxing. And everyone stated that I used to be an fool. This shall be larger than the UFC.
And the rationale that I imagine that is, to begin with, the youthful era loves it. The African American group loves it. The checklist goes on and on. When you get into these completely different elements of the world, they actually love these things. And we have at all times been making an attempt to interrupt into India. We thought we might discover any individual who might develop into an Indian champ. This is large in India, large. And you do not have to coach for 10 years to do that. This factor could be very enjoyable and really attention-grabbing. And once more, the success of the UFC, a significant a part of that’s the stay occasion that we placed on. Nobody walks out of the UFC stay occasion and goes, “Yeah, I do not ever need to come to considered one of these once more.” We’ve accomplished the identical factor for Slap.
Why, in your thoughts, is Power Slap not “gross” or unsafe?
Let me put it this manner. If you have a look at boxing, proper, these guys practice and spar for months main as much as a struggle, then they go in there and so they struggle 12 rounds. You’ve seen the UFC fights, knock-down, drag-’em-out wars. These guys go in and take three slaps or much less. And they undergo all the identical medical testing that skilled fighters do. We spend the cash. As lengthy as you understand you could have two wholesome athletes getting into to compete, the right medical consideration is there that night time, and so they get the right medical consideration after, you’re taking an enormous portion of the chance out. And if you discuss me personally, who’s obtained a greater monitor report than I do? There’s by no means been a loss of life or critical damage in 30 years of the UFC. Wrap your head round that. The wars which have occurred, elbows, knees, slams. Cheerleading cannot say that.
But CTE diagnoses could come out later.
That’s a truth. Getting punched within the head, or slapped within the head, or heading a ball, or hitting with helmets in soccer, it’s unhealthy for you. So as a grown grownup residing in America, you could have the appropriate to decide on what you need to do. If you need to play soccer and head a ball, you need to play soccer from peewee to school and take the top blows that you just do, or if you wish to exit and professionally struggle, there are inherent dangers. What I attempt to do is, I guarantee that I spend all the cash that I presumably can to take as a lot threat out of it as doable for the well being and security and the lifetime of the individuals who full.
I used to field once I was youthful. I went in and I did a kind of mind research. I’ve black spots throughout my mind from what I did. I would not take one again one punch. Not one. The place that I’m in proper right here, proper now, immediately, I would not take one punch again as a result of I liked it that a lot.
And the docs all discuss, “Somebody might die”—I obtained information for all of the docs. We’re all gonna die. How do you need to stay your life? What do you like and what are you captivated with? People at all times ask me, what in case your daughter wished to struggle? If she actually liked it, am I going to inform her no? It’s what she needs to do.
This is the primary time a UFC struggle night time has a title sponsor – UFC 306 is the Riyadh Season Noche UFC. You’ve additionally held occasions in Saudi Arabia. Why are you snug doing enterprise with Saudi Arabia regardless of the dominion’s human-rights report?
Turki [Alalshikh] reached out to me. He’s an enormous fan of fight sports activities. And he wished to be part of the Sphere. You know, these guys are entering into every part, boxing, golf, God is aware of what else. He wished to sponsor this occasion, he liked it, he believed in it. And so far as doing enterprise with Saudi Arabia, everyone’s doing enterprise with Saudi Arabia.
You interrupted a household trip in Italy to introduce former President Donald Trump on the Republican National Convention. Looking again, are you glad you probably did that?
Yeah. Listen, I like the man. I’ve been associates with him for a few years. He is without doubt one of the finest human beings I’ve ever met. Usually in that a part of the conference, it is a member of the family who at all times introduces, and the truth that he requested me, and the truth that his household additionally thought it ought to be me might be one of many best honors of all time for me.
Why do you assume he requested you rather than a member of the family?
His household has accomplished it the final nonetheless many occasions. Listen, he and I are actually, actually good associates. What I feel, and from what his children have informed me, I’m the one man he connects with, they name it “bro out,” we bro out collectively. He is a big struggle fan. You can not have a dialog with him with out him citing fights. He is aware of every part that is occurring. Originally, venues didn’t need us. We went to the Taj. He obtained the enterprise. He understood it. He and I hit it off.
Every good factor that occurred to me in my profession, Donald Trump was the primary man to both decide up the telephone and name or ship one thing. We had been on the quilt of the New York Times, and he despatched it and he wrote on it, “Congratulations, Dana. I at all times knew you had been going to do that.” Every time I speak to this man, the primary query is, “How is your loved ones?” He’s an excellent man.
In your introduction you learn a textual content that Trump despatched you, saying about your look “consider it as the most important struggle you’ve got ever had, a struggle for our nation and even the world.” Do you agree with that sentiment and why?
I do. America wants a powerful chief, and I feel the world wants a powerful America. At the top of the day, I’m not a really political particular person. I do not assault folks or dislike people who find themselves on the opposite facet. This nation was constructed off arduous work, concepts, pondering exterior the field, debating. Many elements of me are liberal and lots of elements of me are conservative. When you are conservative in the appropriate locations and liberal in the appropriate locations, it is the proper combo. The world has develop into manner too political, and I feel social media has performed a giant function in that. But yeah, I lean extra proper than I do left proper now. And I simply need to carry widespread sense again. Want some peace on the planet. And I really imagine, friendship apart, that Donald Trump can repair a whole lot of the problems which can be on the market proper now.
Do you imagine that Kamala Harris can’t be that chief?
I do. I strongly imagine it. If you hearken to her with out a teleprompter, it’s like, what? And I’ve by no means heard any individual speak a lot and say nothing. That’s my opinion of Kamala Harris. Do I feel she’s going to sit down within the room with world leaders from the Middle East and Russia and Iran? No, I do not imagine that.
Loads of the rhetoric across the RNC appeared to focus on the concept that Donald Trump wants to save lots of the nation. What’s so mistaken with the nation that we’d like Donald Trump to save lots of us?
I’m not that man that thinks something must be saved. But you must be sincere with your self. Let me ask you a query: Who the f-ck is working the nation proper now? They’re saying that Biden is unfit to run. He’s the f-cking President of the United States. She’s the Vice President, and he or she’s telling everyone what she’s gonna do when she will get in there. You’re in there. You’ve been there for 3 and a half years. What are you speaking about? This is not sensible.
Trump simply got here to the New York struggle, and Secret Service crossed one another and so they stated that Biden’s granddaughter was on the UFC occasion. And I stated, “Well, get her and convey her to me. I’d love to fulfill her.” When she heard Trump was coming, she left. I want she did not. I might have liked to have met her. [The White House declined to comment.]
Guess what’s gonna occur to me if Kamala Harris wins the Presidential election? I’m going to work, and do every part that I do the identical as I do it. I’m an American. And whoever is sitting in that workplace is my President. I’m going to stay my life.
Coming out of the conference, there’s been a good bit of commentary about masculinity. The RNC featured a speech from Hulk Hogan, you calling President Trump a “actual American badass,” Trump strolling on the stage to “It’s a Man’s Man’s Man’s World” by James Brown. The DNC featured a considerably gentler type of masculinity, highlighting issues like Tim Walz’s function as a highschool teacher and Second Gentleman Doug Emhoff‘s self-effacing humor. Commentators have labeled it “poisonous” vs “tonic” masculinity. Do you assume our politics have supplied competing visions of what it means to be a person?
It’s an important query. This buddy of mine was telling me, she’s obtained a girlfriend who was saying, “You know what, I’m far more drawn to Trump’s supporters. I like actual males.” It’s humorous, it’s fascinating, and attention-grabbing that there’s a lot emphasis on, what’s an actual man? What’s he speculated to do? I do not actually know what to make of it. But I feel that you’re who you might be. I f-cking love Kid Rock and his music. But you understand what? I do not hunt. I do not kill animals. If there’s f-cking a Big Rack deer in my yard, I need to see it, not f-cking shoot it.
Everybody is completely different, and girls are drawn to various kinds of males. Can’t all of us simply get alongside and do our factor?
Well, what, in your thoughts, does it imply to be a person?
That I can reply. In my world, I run an organization. I’m the chief of that firm. You lead by instance. Do you actually care about your staff? Do you actually care about who they’re and what is going on on with them of their life? I might say most don’t. I undoubtedly care about my folks. Every Christmas party, I might arise and say, “I like you guys. You’re the most effective.” UFC is that this rocket ship of success. Then we go into the scariest time in our lifetime. We didn’t lay off one worker, we fought by COVID, we did it collectively. And we turned a a lot stronger firm. Number one.
Number two, I imagine that, as a person, there’s all this discuss males’s psychological well being—I can’t stand that sh-t. Yes, guess what? Life is tough. It’s a nasty, ugly world on the market. It’s not excellent. And you may’t afford to be a person and speak publicly about, “Oh, my psychological well being.” We all have unhealthy days and good days. And I imagine that as a person, you suck that sh-t up. Usually, if you happen to’re a person, you could have lots of people counting on you to ship: your spouse, your children, presumably different relations. If you run a enterprise, each considered one of your staff. Yeah, there’s no time for males’s psychological well being. You’re a f-cking man. Get up, put your f-cking sneakers on, and get on the market and be a person.
That is my tackle being a person. You have lots of people that rely on you to rise up and do what you do as a person. And I feel that regardless of how developed we develop into with the person and girls sh-t, and girls who’re executives and highly effective those who do highly effective issues—it’s a truth, this isn’t me assuming, ladies are f-cking smarter than males, ladies mature sooner than males, plenty of different issues. But that is additionally a truth: Women need to really feel secure and be protected, and a whole lot of ladies do need to be taken care of.
I’m the man that, yeah, you do open the f-cking door for girls. And no, you do not cut up the f-cking invoice 50-50, ever, for any cause by any means. Or the payments. I’m that man. And that is not political. However I turned this manner – I do not know the way I did, however that is who I’m and the way I’m.
You’ve professed an admiration for Mexico, particularly for its contribution to fight sports activities, and throughout the Sept. 14 card on the Sphere you might be displaying movies highlighting Mexican historical past, forward of Mexican Independence Day (Sept. 16). But Donald Trump has stated some unkind issues about Mexicans.
Trump’s stance on the border has been agency all alongside. If you have a look at it, Obama was one of many hardest presidents ever on the border. And Trump stated, “You know, we’re gonna construct a wall.” I do not assume he is ever stated something unhealthy about Mexican folks.
What concerning the “rapists” remark?
He’s speaking about the kind of folks which can be coming over the border, which is unhealthy, which is particular to any human being. Not simply Mexicans. And Trump says it on a regular basis. These aren’t folks coming over with their children looking for a greater life. These are gang members. Very undesirable which can be coming over the border. No matter what facet of the fence you sit on, you may’t disagree with that.
And Trump being a racist? He’s the furthest factor from a racist. Does he at all times say the appropriate issues? Would I like to see him get off Twitter? Yeah. But as a human being, he is an excellent human.
What’s the most important management lesson you’ve realized from working the UFC?
I like once I speak to folks, they’re like, “You know what? I need to begin my very own enterprise and work for myself, as a result of I would like a whole lot of free time.” You’re not the appropriate man if that is what you are interested by. I’m within the workplace on daily basis by 9 o’clock. I’m normally not the primary one there, however I’m undoubtedly the final one to depart. It was me and like two or three different folks which can be the final to depart that constructing on daily basis. I might have stopped working in 2016. But I like what I do. I simply informed you, our ceiling is 8 billion folks. To determine that out, to do the issues we’re doing requires a whole lot of time, effort, and power. And if you happen to’re asking your folks to work that onerous, you higher be working that onerous, too.
What’s your favourite factor to do to unwind?
Two issues. I play playing cards, gamble, no matter. And I’ve a spot up in Maine the place my mobile phone barely works, and I’ve bikes and every kind of toys. When I simply need to get away from every part, I’m going as much as my place in Maine.
What podcasts do you hearken to?
I do not hearken to podcasts. I’ve accomplished 1,000,000 podcasts. I’ve by no means listened to a podcast in my life. I can’t be motivated by listening to any individual speak throughout a exercise. I’m motivated by music.
Is there a dream UFC venue or market the place you need to maintain an occasion?
Africa. Haven’t accomplished an occasion in Africa but. We have a champion now, world champion from South Africa, who simply defended his title for the primary time–
Dricus du Plessis. South Africa could be first. And then we’ll hit Nigeria, or a kind of locations after that. I’m additionally taking a look at constructing a efficiency institute (PI) in Africa too. I simply constructed a Performance Institute in Mexico this 12 months. And Africa’s subsequent. We’d see a struggle in Africa in ‘25. PI, inside three or 4 years.
What do you assume would be the final takeaway from the Sphere occasion?
This wants to return off seamlessly with all of the various things which can be occurring manufacturing clever. And if we nail it, we pulled off probably the most distinctive, superb stay sporting occasions, not fights, stay sporting occasions, of all time.
What’s your fear stage, on a scale of 1-10?
My fear is, you could have one night time to attempt to make this occur and pull it off. Here’s the opposite factor that is a actuality. Seems like an important concept. Maybe it is not. Maybe a stay sporting occasion within the Sphere just isn’t an important concept. We’ll know that that night time too. These are all issues that we do not know. And I like the problem of that.
