A group led by one of the top talent agencies in Hollywood has bought Ultimate Fighting Championship — UFC — for $4 billion, according to media reports. The Los Angeles Times reports that UFC President Dana White confirmed Sunday that the company was sold to a group led by WME-IMG.
“WME-IMG, headed by Ari Emanuel, has aggressively pushed to expand its digital media muscle,” the Times reports, noting that the agency represents Ronda Rousey, one of the sports organization’s top draws.
White told the Times: “As far as the business goes, our goal was to always take this sport to the next level, and Ari and WME-IMG are the guys to take it from here.”
The report adds: “White cashed out an undisclosed sum for his percentage of the company, then repurchased a percentage with WME-IMG and said he will serve as ‘president, owner and day-to-day [promoter].’”