UFC president Dana White believes the promotion's recent television deal with ESPN has brought the brand's value to a new high.
In an interview with business strategist Tony Robbins posted to Youtube on Monday, White said 2017 was the most financially lucrative year in UFC history.
"When you think about it, we haven’t even scratched the surface yet of how big this thing can be," White said, per MMAjunkie. "We just did a TV deal with ESPN for $1.5 billion for five years. Now the company is worth $7 billion."
The UFC's deal with ESPN begins Jan. 1, 2019, and White expects the brand to only grow from there.
"Obviously this ESPN deal is going to be massive for us, expose us to millions of people just here in the U.S. that haven’t been exposed to the UFC," White said. "We’re going to continue to go into markets we haven’t been, we’re going to continue to find the best talent in the world. I love to find up-and-coming talent. I love to find the next guy or girl. Continue to build the sport. That’s it. That’s my focus.
"It’s not rocket science, it’s nothing crazy. Just continue to do what we do and get bigger and bigger."
Zuffa LLC sold the UFC to Endeavor for more than $4.05 billion in August 2016 after Lorenzo and Frank Fertitta purchased the company for $2 million in 2000.