When sitting down with UFC president Dana White at the Etihad Arena in Abu Dhabi, one thing was clear: the man at the helm of the world’s most successful mixed martial arts organisation is not content to rest on his laurels.
From humble beginnings to a global phenomenon worth billions, White’s UFC has muscled its way to the top of the sports world, and his ambitions show no signs of slowing down.
‘We’re not just a fight promotion anymore,’ White tells Mail Sport with his trademark swagger. ‘We’re a global business, and we’re coming for everything.’
Ahead of UFC 308, where Max Holloway and Ilia Topuria are set to clash in an explosive featherweight showdown, White revealed his ambitious plans to elevate the UFC to unprecedented heights in an exclusive interview courtesy of Howler Head.
From expanding the sport’s reach through streaming platforms to taking over Africa, White pulled back the curtain on his bold vision. He also dropped a bombshell, teasing the return of Conor McGregor and explaining why the Irish superstar is irreplaceable.
UFC president Dana White pictured (left) speaking to Mail Sport’s Charlotte Daly this week
President and CEO White, 55, has been the man steering the UFC for more than two decades
And while White touched on the future of the sport, he also hinted at what life after the UFC might look like for him.
White is a man driven by an insatiable hunger for growth, and he’s already set his sights on the next big prize—Africa.
‘We’re going to go to Africa. That will be a huge step for UFC and it will happen in the summer of 2025,’ he says.
‘We are also looking at doing Spain because of Topuria. We’re looking at Barcelona and a few other places at the moment. There are many other parts of the world that we haven’t been to yet but we’re going to do them all.’
While White is constantly pushing the UFC forward, he’s also keeping an eye on the shifting dynamics of media. He believes traditional broadcasters are no longer the best way to reach fans and that streaming platforms are the future of sports – claiming his ceiling is eight billion viewers and he will stop at no less.
‘When I was growing up, we had channel three, Channel Five, Channel Eight and Channel 13. Then cable came and we had like 33 channels. Now there’s obviously 1000s of channels but streaming has become massive and is the secret to unlocking a whole new level of audience,’ he says.
‘I always dreamed of a day where we could watch the same fight, at the same time, on the same channel and that is becoming a reality. So, when you ask what is my ceiling for these fights? It’s eight billion. There are eight billion people in the world and if you do the right fight, in the right place, at the right time there business is limitless.’
White’s aggressive expansion strategy is being supercharged by an influx of Saudi investment, which he believes has accelerated boxing’s growth and can have the same impact on the UFC.
Conor McGregor (pictured) has not fought in the UFC since 2021 when he lost to Dustin Poirier
White revealed that UFC will be going to Africa in the summer of 2025, calling it a ‘huge step’
‘Look at what’s happening in boxing,’ he says, referencing the multi-million-dollar Saudi-funded fights that have reshaped the sport. ‘With that kind of backing we can stage even bigger events. We’re talking about mega-fights, bigger than anything you’ve seen before.’
As our conversation turned to the future of the sport, White makes a bold claim: ‘There will never be another Conor McGregor.’ UFC featherweight Holloway recently called out Topuria for mimicking McGregor’s infamous persona—right down to the tattoos, the trash talk, and the cocky swagger. But White was clear that McGregor’s combination of skill, charisma, and controversy is one-of-a-kind.
‘I don’t know what Max is talking about saying Topuria is copying Conor. Having said that, Conor is not a bad guy to copy. He’s done pretty well for himself, but there will never be another Conor,’ he admits.
‘There will be somebody else who will be different and become a star in their own right. And you know, maybe Topuria could be a version of Conor, but as far as a mega star goes no one will ever replicate Conor McGregor. He is once is a lifetime.’
And for fans hoping for another McGregor moment, White has exciting news: ‘Conor will be back in the Octagon in the summer of 2025. Trust me, it’ll be worth the wait. I was actually just watching Conor on Instagram while driving here. He’s out hitting the MIT right now off the side of his boat, and there’s tons of people standing around watching. So, yes, obviously it will be very fun for everyone when Conor comes back.
When it comes to fighters, White wasn’t shy about sharing his admiration for the legends he’s worked with. Ronda Rousey, he said, remains the best athlete he’s ever collaborated with.
‘Ronda changed everything for women’s sports and the UFC,’ he explains.
‘The greatest athlete that I’ve ever worked with in my entire career was Ronda Rousey.’
Irish fighter McGregor (right) and UFC boss White (centre) pictured together back in July 2017
McGregor previously held the UFC lightweight and featherweight titles at the same time
But as for the current roster, it’s Jon Jones who stands at the top in White’s eyes. ‘Jon’s the best right now. There’s nobody like him in the sport.’
The conversation naturally drifted to the world of boxing, where White has kept a close eye on the battles between promoters like Eddie Hearn, Frank Warren, and Ben Shalom.
‘I think that rivalries are always great for business no matter what sport or business it’s in’ he says with a smirk before blasting the structure of boxing events.
‘I used to watch all the boxing press conferences where the promoter would get up there and talk for 45 minutes. Nobody wants to hear anything. People want to see the fighters and hear what they have to say. And I don’t have to sell my fights.
‘People know our fights, like our fan base is super educated, like this card this weekend, everybody’s fired up for this card. I’m fired up for this card. So it’s not like I have to, most of the fights in boxing have to be sold because they’re not very good. There is no need for me to say anything when we go up to promote a fight, because the fans already know that the card and the fights are awesome.’
Before wrapping up, White shares a surprising anecdote about former US president Donald Trump, a long-time friend and massive fight fan. ‘People don’t realise how big of a fight fan Trump is,’ White laughs.
Former United States president Donald Trump pictured (right) with White at UFC 296 last year
White joined Trump on stage at a Keep America Great rally in Colorado Springs back in 2020
‘He’s been with us since the early days, and he still watches every event. He is so knowledgeable about the fight game and loves it. Every time he’s flying on his plane, or he’s home on a Saturday, he’s watching UFC fights or boxing. He was very key and instrumental in the early days of boxing, he put on big fights at his Trump Tower, from the likes of Tyson… you name it. He has never told me who his favourite fighter is, but you know, pretty much every weekend, he’ll call me after an event and want to talk about the fights.’
As for White himself, retirement is not on the horizon. ‘I can’t imagine my life without the UFC,’ he says, eyes gleaming with passion.
‘I’m not going anywhere. Instead of finding ways to do less, I’m actually finding ways to do more. I’m making myself busier than I’ve ever been and I don’t even want to think what life would be like without this sport.’
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