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#2. Ensuring the UFC made a profit during the pandemic
Another way Dana White was able to impact pro sports was that the UFC continued to provide content. Since there were no sporting events, sports networks began airing past events to fill the massive void in their schedules.
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The promotion was able to maximize their earnings from their television deal with ESPN because they were consistent. They were able to take full advantage of being the only live sporting event available and profited from it. It was unheard of that they’d be able to make record setting profits during a pandemic with no spectators.
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White said in an interview with TSN that they had done exceptionally well in growing their presence on social media. He added that their overall value as an entity also grew.
“We broke the record [for revenue]. Consumer products was up 166% this year. The list goes on and on. We killed it this year,” Dana White to TSN.
#1. Resuming full UFC event schedule with sold out crowds
Not only did the UFC resume, but they resumed with a full schedule and welcomed fans back to venues. The MMA powerhouse aired pay-per-views and Fight Night cards again like they had done prior to the pandemic. White didn’t waste any time getting back in the mix of things as the promotion began scheduling multiple events.
It seemed like the promotion resuming would perhaps lead to a reduced schedule of one or two events per month. But they went back to business as usual and saw periods where they had three events in an eight day span. With added health measures such as testing and quarantining, White proved that it was possible for sports leagues to resume.
Despite facing criticism again for hosting events with full capacity crowds, White continued to do so. White has since mentioned that a city or state being one-hundred percent open is what determines whether they host an event.
