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The UFC’s value will shock you.
UFC women’s bantamweight champion Kayla Harrison recounted being at the White House with President Donald Trump and Dana White when the conversation turned to business.
“Trump was like talking about [the 2016 UFC sale for $4.2 billion to WME/Endeavor] … ‘I remember when you sold the company for $4 billion or something.’ And he was, ‘Oh, you know, that is great.’ You know, they are talking about both their billions of dollars and I’m just like, ‘Ah yeah,” Harrison said recalling a September 2025 visit to the capital.
“Then, Trump asked Dana, he was like, ‘What do you think it’s worth now?’ And he said, ‘Probably around 20… It’s estimated at around $23 billion.’ And I was like, ‘That’s really good to know going into negotiations.’ And Trump thought that was hilarious.”
White has been the UFC President since 2001 and became a 10-percent equity partner in that promotion around the same time.
UFC star Kayla Harrison. @Jedigoodman/XThe UFC is now owned by TKO Group Holdings Inc., a new shell company that also encompasses World Wrestling Entertainment (WWE).
If this valuation is accurate, and it sounds like the conversation was unofficial, it would mean that the UFC is worth significantly more than the WWE.
The current market cap of TKO is between $36.9 billion and $38 billion, according to MarketWatch and SimplyWall.
If we take the top half of that projection, the WWE would be worth $15 billion.
Kayla Harrison and Jorge Masvidal both say Dana White is hard to read.
Later, she tells a story at the White House where Trump asked Dana White what the company is worth now. Dana estimated it at around $23B, and Harrison joked, “That’s really good to know going into… pic.twitter.com/iwXOgizQBV
The UFC has seen its business skyrocket in recent years, thanks in large part to an obscene $7.7 billion media rights deal that it just scored from Paramount and CBS.
Between that and limited overhead, thanks in large part to just 16-20 percent of the revenue going to the fighters, the UFC comes up smelling like roses.
Donald Trump attends a UFC event in Miami. Zuffa LLCThe promotion is expected to have a fight card on the White House South Lawn on June 14, 2026, with President Trump in attendance.
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