UFC president Dana White recently revealed in an interview with Tony Robbins that the company is now worth $7 billion after recently signing a deal with ESPN. “When you think about it we haven’t even scratched the surface yet of how big this thing can be,” White said. “We just did a TV deal with ESPN for $1.5 billion for five years. Now the company is worth $7 billion.” 

The UFC was sold for $4.025 billion to William Morris Endeavor, along with IMG in 2016. 

White believes that the UFC aligning itself with ESPN presents the company with opportunities for greater exposure, and will ultimately help build up the sport. “Obviously this ESPN deal is going to be massive for us, expose us to millions of people just here in the U.S. that haven’t been exposed to the UFC,” said White. “We’re going to continue to go into markets we haven’t been, we’re going to continue to find the best talent in the world. I love to find up-and-coming talent. I love to find the next guy or girl. Continue to build the sport. That’s it. That’s my focus. It’s not rocket science, it’s nothing crazy. Just continue to do what we do and get bigger and bigger.”

UFC's deal with ESPN takes effect on Jan. 1.