For the first time, Dana White revealed last week that his potential foray into boxing will take place through TKO Group Holdings. With WWE/UFC parent TKO Group Holdings (part of NYSE: TKO listing) seeing substantial Q3 profits, TKO president and COO Mark Shapiro let some ideas slide.
However, he put a restrictive pause on the boxing ideas. The running idea is that White’s move into boxing could be same as Power Slap. It counts TKO head Ari Emanuel as an investor, but the promotion is not directly linking to TKO Group Holdings. White told Abe Madkour that TKO might be a big part of the 2025 combat sports overhaul and might just have check-writing and seer duties.
Obviously boxing is so messed up. It took Saudi money to make some of these fight…I think you knock the whole thing down and you rebuild it from the ground up just like we did the UFC…think that’s what you have to do with boxing. I’m also getting involved in grappling and jiu jitsu. We’re literally launching a reality show, and then going to start putting on shows. [The] TKO umbrella will have everything combat sports under it by the end of ’25.
Dana White to Abe Madkour for Sports Business Journal (@sportsbusinessjournal1998)
Dana White turned one-time boxing promoter for Conor McGregor. He ponied up $50 million for The Money Fight: Mayweather Jr. vs. McGregor, 2017. The fight made 4.3 million PPV buys and a $55 million live gate, propelling crossover stitches to new levels.
Lately, White and Co. got into a more serious broadcasting grind for boxing prospect Callum Walsh’s Irish homecoming and win on UFC FIGHT PASS, along with weigh-ins. Chances are he’d do something similar but with 10-11 contracts and a telecasting setup.
November 2024
White confirms potential boxing venture would involve TKO Group pic.twitter.com/49nvq2h3ME
— Jed I. Goodman © (@jedigoodman) November 27, 2024
The UFC boss also started with UFC back in the day in a similar manner. TKO, the publicly traded company 51% owned by Endeavor, controls UFC, and WWE and is acquiring some Endeavor assets including PBR. White’s hint at getting into jiu-jitsu is linked to the recent signing of Brazilian jiu-jitsu fighter Mikey Musumeci in a similar way but with a smaller frame of grind.
Dana White and UFC signs BJJ champ Mikey Musumeci to landmark new deal
With a plethora of staples under the usual Pound-for-pound listings, UFC is seemingly going all-in for the BJJ route. It recently inked a first-of-a-kind deal with five-time IBJJF world champion, Mikey Musumeci. Musumeci debuts against Felipe Machado at UFC Fight Pass Invitational 9 (digital offering on UFC FIGHT PASS) on December 5, 2024.
UFC and Dana White make landmark deal in BJJ territory (Source: X)UFC Fight Pass Invitationals only happen every few months, and naturally have limited slots per event. In ONE Championship’s case, many talented grapplers on exclusives ended up with significantly reduced schedules and lower-level opposition. But UFC provides a better pace and a ginormous platform to make it a monthly grind.
With Musumeci already under a less-than-ideal restrictive deal, a switch to a new one could be far better. The UFC isn’t ONE, of course. But it will be interesting to see if they run into similar problems with their next round of exclusive signings.
🚨🚨 HUGE BREAKING NEWS 🚨🚨
Dana White Has Announced The UFC Has Signed Mikey Musumeci to The UFC’s First Exclusive Brazilian Jiu-Jitsu Contract!
It’s Official, The UFC Is Going All In On BJJ.
“This will be the first of many we sign over the coming months”. pic.twitter.com/IR0ojhjNAS
— Lock-In Jiu-Jitsu (@lockinjiujitsu) November 15, 2024
UFC grapplers won’t probably compete in other professional organization such as the WNO and ONE Championship. Will they be allowed to add more world titles in major ADCC and IBJJF events? What about an annual Craig Jones Invitational (CJI) with the promise of $1 million for the winner of the tournament?
Dana White, TKO, and management have a lot to answer for the framework for the new UFC ‘grappling league’. But for now, this is indeed a step in a positive direction. While unlikely, even veterans who are now practitioners in the sport – like Demetrious Johnson, might finally find their fair shake and better compensation in a more lax setting.
