Dana White

Dana White, CEO and President of the UFC, outlined an ambitious expansion of the organization's event portfolio in a podcast reported on September 17, 2025. Anchored by a partnership with Paramount, the plan calls for 44 UFC events in 2026, spanning both Fight Nights and pay-per-view cards. The expansion also includes 14 dedicated Brazilian Jiu-Jitsu events and 12 Power Slap events — a significant broadening of the UFC's promotional footprint beyond its core combat sports identity.

White disclosed that launching the BJJ venture required an investment of $10–12 million. Despite that substantial outlay, the initiative demonstrated early financial viability: the first jiu-jitsu event turned a profit, and as of September 2025, the overall BJJ program was described as financially successful. The 2026 roadmap further extends into boxing, with White targeting 16–18 boxing events that year, contingent on securing dedicated television distribution.

White's preference within jiu-jitsu itself is unambiguous. In March 2024, he publicly declared that "no gi is way better than gi," planting himself firmly on one side of a debate that has long animated the broader grappling community. His stance reflects a perspective common within MMA circles, where no-gi grappling transfers directly to competition inside the cage in a way the traditional gi format does not replicate.

That declaration carries added weight given the UFC's investment in standalone BJJ events. White's stated preference signals a no-gi orientation for those promotions, aligning the new event series with the grappling format most closely associated with MMA training and the organization's existing competitive identity.

Beyond his role as a promoter, White serves as a vocal advocate for youth participation in martial arts. In an appearance on the show Triggernometry, referenced by an article published on November 17, 2025, he urged parents to enroll their children in jiu-jitsu and Muay Thai, arguing that both disciplines build confidence and resilience in girls and boys alike. He drew on personal experience to reinforce the point, noting that his own daughter trained in jiu-jitsu when she was younger.

White framed the advocacy in broader cultural terms, describing martial arts training as a counterweight to what he characterized as the "p*ssification of America." In his view, exposing children to the challenges of the mat instills perseverance and personal responsibility that extend well beyond sport. This philosophy positions jiu-jitsu not simply as an athletic pursuit but as a vehicle for character development — a perspective that complements the UFC's broader investment in growing the sport's reach and accessibility.