Dana White may be the man who made the UFC the juggernaut it is today, but he has his fingers in many different pies with his investments over the years.
The UFC CEO bought the company for $2 million in 2001, growing it to a global brand before selling the UFC to Endeavor in a $4 billion deal.
While he still works as CEO and retains a small stake in the company, Dana White has used his money to invest in multiple projects, with varying levels of success.
Some have been more controversial than others, including his “Power Slap” league, which has drawn criticism for needless violence and danger.
Dana White invested in multiple companies, including energy drinks, whiskey, and more
White has numerous different investments outside of the UFC, sinking his millions into a variety of projects.
Despite once labelling himself as a “co-founder” of Howler Head Whiskey, White is a brand partner of the Kentucky Bourbon, which launched back in 2020.
Due to his connection to the company, White helped Howler Head Whiskey become the official flavored whiskey of the UFC, a deal that was extended in 2024.
In addition to this, White also invested $1 million to launch Power Slap, and along with his partners, invested a further $10 million in the first season of the TV show.
Power Slap is a slap fighting promotion that is broadcast on TBS, although it has seen controversy from the general public about the danger of the sport, with Joe Rogan calling the show “nuts”.
White also launched Dana White’s Contender Series in 2017, an MMA promotion separate from the UFC aimed at scouting new fighting talent to eventually allow up-and-coming fighters to make their name in a smaller promotion.
One of White’s biggest investments was when he launched the Phorm Energy drink, after investing in a partnership between Anheuser-Busch and 1st Phorm.
Anheuser-Busch became the official UFC beer sponsor in 2024, although its dealings with the launch of Phorm Energy have nothing to do with his role as CEO in the UFC.
However, he still retains a share in the promotion he sold nearly a decade ago.
Dana White still owns a small part of the UFC
White doesn’t just work for UFC, as he still owns a portion of the MMA promotion.
Despite selling the company in a $4 billion deal in 2016, White still retains a modest 9% stake in the promotion, according to reports.
He was said to have earned over $350 million from his portion of the sale, which he used to afford all the investments mentioned above, although he retained a minority stake while Endeavor ran the company, under the TKO banner.
TKO also owns WWE, which they purchased from Vince McMahon in 2023, although White has little involvement with the running of the company and remains the CEO of the UFC as of 2025.
