Editing Ultimate Fighting Championship (section)

==History==
[[File:Logo of the Ultimate Fighting Championship (1993–1999).png|thumb|The former logo of the UFC, used from 1993 to 1999]]

===Early 1990s competition===
[[File:Royce Gracie 2.jpg|thumb|[[Royce Gracie]] used [[Brazilian jiu-jitsu]] in the early years of UFC to defeat opponents of greater size and strength.]]

[[Art Davie]] proposed to [[John Milius]] and [[Rorion Gracie]] an eight-man single-elimination tournament called "War of the Worlds".<ref name=sd16>{{cite AV media|url=https://www.youtube.com/watch?v=V83846w3y1Q|title=UFC founder Art Davie on the formation of the UFC (part 1/3)|date=December 23, 2016|work=[[Sherdog]]}}</ref> It was inspired by the "Gracies in Action" video-series produced by the [[Gracie family]] of Brazil which featured [[Brazilian jiu-jitsu|Gracie jiu-jitsu]] students defeating martial artists of various disciplines such as [[karate]], [[Chinese martial arts|kung fu]], and [[kickboxing]] on [[Vale Tudo]] matches. The tournament would also feature martial artists from different disciplines facing each other in no-holds-barred combat to determine the best martial art, and would aim to replicate the excitement of the matches Davie saw on the videos.<ref name="gentry39">
Gentry III, Clyde, ''No Holds Barred: Ultimate Fighting and the Martial Arts Revolution'', Milo Books, 2003, paperback edition, {{ISBN|1-903854-30-X}}, pp. 38–39.</ref> Gracie accepted, as he was interested in showcasing and promoting his family's own jiu-jitsu for a wide audience.<ref>{{cite book |last=Davie |first=Art |title=[[Is This Legal?|Is This Legal?: The Inside Story of The First UFC from the Man Who Created It]] |date=2014 |publisher=Ascend Books |isbn=978-0991275649 |pages=272 |author-link=Art Davie}}</ref> Milius, a film director/screenwriter and Gracie student, agreed to be the event's [[creative director]]. Davie drafted the [[business plan]], and 28 investors contributed the initial capital to start WOW Promotions to develop the tournament into a television franchise.<ref>Gentry III, Clyde, ''No Holds Barred: Evolution'', Archon Publishing, 2001, 1st ed., {{ISBN|0-9711479-0-6}}, pages 24–29.</ref>

In 1993, WOW Promotions sought a television partner and approached [[pay-per-view]] producers TVKO ([[HBO]]) and SET ([[Showtime (TV network)|Showtime]]), and [[Campbell McLaren]] and [[David Isaacs (UFC Cofounder)|David Isaacs]] at Semaphore Entertainment Group (SEG). Both TVKO and SET declined, but SEG—a pioneer in pay-per-view television that had produced such offbeat events as a tennis match between [[Jimmy Connors]] and [[Martina Navratilova]]—became WOW's partner in May 1993.<ref>Gentry III, Clyde, ''No Holds Barred: Evolution'', Archon Publishing, 2001, 1st ed., {{ISBN|0-9711479-0-6}}, page 41</ref> UFC promoters initially pitched the event as a real-life [[fighting video game]] tournament similar to ''[[Street Fighter]]'' and ''[[Mortal Kombat]]''.<ref>{{cite web |last1=Snowden |first1=Jonathan |title=UFC 1, 25 Years Later: The Story Behind the Event That Started an Industry |url=https://bleacherreport.com/articles/2804552-ufc-1-25-years-later-the-story-behind-the-event-that-started-an-industry| archive-url=https://ghostarchive.org/archive/20211018/https://bleacherreport.com/articles/2804552-ufc-1-25-years-later-the-story-behind-the-event-that-started-an-industry| archive-date=2021-10-18 |website=[[Bleacher Report]] |access-date=November 5, 2020 |date=November 12, 2018}}{{cbignore}}</ref> SEG contacted video and film art director Jason Cusson to design a fighting arena for the event. Rorion and Davie didn't want a [[Boxing ring|traditional roped ring]], citing fears—by showing old Vale Tudo footage—that the fighters could escape through the ropes during [[grappling]] and use it as an advantage, or fall off and hurt themselves. SEG's executives agreed, and also wanted a way to visually differentiate their event from [[Professional Boxing|professional boxing]] and [[Professional Wrestling|professional wrestling]]. Some ideas included a traditional roped-ring surrounded by netting, a moat with alligators, a raised platform surrounded by razor-wire fence, electrified fencing, men in togas and netting that could be lowered from the ceiling by a pulley. Eventually Cusson designed an arena with eight sides surrounded by chain-link fence, the trademarked Octagon, which became the event's signature setting.<ref>{{Cite web|date=2013-05-22|title=The history of the UFC's Octagon|url=https://www.espn.com/mma/story/_/id/8515933/changing-shape-fighting|access-date=2022-01-11|publisher=ESPN}}</ref> Cusson remained the group's production designer through UFC 27.<ref name="gentry39" /> SEG devised the show's name as "[[UFC 1|The Ultimate Fighting Championship]]".<ref>Gentry III, Clyde, ''No Holds Barred: Evolution'', Archon Publishing, 2001, 1st Edition, {{ISBN|0-9711479-0-6}}, page 29</ref>

WOW Promotions and SEG produced the first event, later retroactively called [[UFC 1]], at [[McNichols Sports Arena]] in [[Denver]], Colorado on November 12, 1993. Art Davie was its booker and matchmaker.<ref>Newport, John Paul, "Blood Sport", ''Details'', March 1995, pages 70–72.</ref> It proposed to find answers for sports fans' questions such as, "Can a wrestler beat a boxer?"<ref>Willoughby, David P., ''The Super Athletes'', A.S. Barnes & Co., Inc., 1970, {{ISBN|0-498-06651-7}}, page 380.</ref> As with most martial arts at the time, fighters typically had skills in just one discipline and little experience against opponents with differing skills.<ref>Gentry, Clyde, ''No Holds Barred: Ultimate Fighting and the Martial Arts Revolution'', (Milo Books: Preston, 2005), p.73</ref> The television broadcast featured kickboxer [[Kevin Rosier]], [[taekwondo]] practitioner [[Patrick Smith (fighter)|Patrick Smith]], [[savate]] fighter [[Gerard Gordeau]], karate expert [[Zane Frazier]], [[shootfighter]] [[Ken Shamrock]], [[sumo]] wrestler [[Teila Tuli]], boxer [[Art Jimmerson]], and {{convert|175|lb|kg|abbr=on}} Brazilian jiu-jitsu black belt [[Royce Gracie]]—younger brother of UFC co-founder Rorion, whom Rorion selected to represent his family. Royce's submission skills proved the most effective in the inaugural tournament, earning him the first ever UFC tournament championship after [[Submission (combat sports)|submitting]] Jimmerson, Shamrock, and Gordeau in succession.<ref>{{cite web|url=https://www.youtube.com/watch?v=PO0WoldlGN8|title=The First UFC Event Ever {{pipe}} On This Day {{pipe}} November 12, 1993 |via=YouTube |access-date=January 24, 2023|author=Ultimate Fighting Championship|date=November 12, 2021 }}</ref> The show was extremely successful, with 86,592 pay-per-view television subscribers.<ref name=sd16 />

It's disputed whether the promoters intended the event to be a precursor to future events. "That show was only supposed to be a one-off", eventual UFC president [[Dana White]] said. "It did so well on pay-per-view they decided to do another, and another. Never in a million years did these guys think they were creating a sport."<ref>{{cite web |title=How the Ultimate Fighting Championship Works |url=http://entertainment.howstuffworks.com/ufc4.htm| archive-url=https://ghostarchive.org/archive/20211018/http://entertainment.howstuffworks.com/ufc4.htm| archive-date=2021-10-18 |first=Jonathan |last=Strickland |work=[[HowStuffWorks.com]] |date=May 2007 |access-date=July 2, 2011}}{{cbignore}}</ref> Davie, in his 2014 book ''[[Is This Legal?]]'', an account of the creation of the first UFC event, disputes the perception that the UFC was seen by WOW Promotions and SEG as a one-off, since SEG offered a five-year joint development deal to WOW. He says, "Clearly, both Campbell and Meyrowitz shared my unwavering belief that War of the Worlds{{efn|The original working title for UFC}} would be a continuing series of fighting tournaments—a franchise, rather than a one-night stand."<ref>{{Cite book|title = Is This Legal?|publisher = Ascend Books|year = 2014|isbn = 978-0-9912756-4-9|page = 104}}</ref>

With no weight classes, fighters often faced significantly larger or taller opponents. [[Keith Hackney|Keith "The Giant Killer" Hackney]] faced [[Emmanuel Yarbrough]] at [[UFC 3]] with a 9-inch height and {{convert|400|lb|kg}} weight disadvantage.<ref>
[http://www.sherdog.com/fightfinder/fightfinder.asp?search=yes&eventid=9 Fight card for UFC 3] {{webarchive|url=https://web.archive.org/web/20070115073910/http://www.sherdog.com/fightfinder/fightfinder.asp?search=yes&EventID=9 |date=January 15, 2007}}, Sherdog.com. [http://www.sherdog.com/fightfinder/fightfinder.asp?search=yes&FighterID=38 Fighter profile for Keith Hackney], Sherdog.com. [http://www.sherdog.com/fightfinder/fightfinder.asp?search=yes&FighterID=39 Fighter profile for Emmanuel Yarborough], Sherdog.com. Last retrieved December 5, 2006</ref>

During this early phase of the organization, the UFC showcased a bevy of styles and fighters. Aside from the aforementioned Royce Gracie, Ken Shamrock, and [[Patrick Smith (fighter)|Patrick Smith]], they also featured competitors such as Hall of Famer [[Dan Severn]], [[Marco Ruas]], [[Gary Goodridge]], [[Don Frye]], [[Kimo Leopoldo]], [[Oleg Taktarov]], and [[Tank Abbott]].

In April 1995, following [[UFC 5]] in [[Charlotte, North Carolina]], Davie and Gracie sold their interest in the franchise to SEG and disbanded WOW Promotions.<ref>{{cite AV media|url=https://www.youtube.com/watch?v=rKcGzFRzhI0|title=Art Davie on His Decision to Sell His Stake in the UFC|date=August 21, 2019|via=YouTube|author=Bare Knuckle News}}</ref>

====Tightening up of the rules====
Although UFC used the tagline "There are no rules" in the early 1990s, the UFC did in fact operate with limited rules.<ref>{{cite web|url=https://bleacherreport.com/articles/1614213-a-timeline-of-ufc-rules-from-no-holds-barred-to-highly-regulated|title=A Timeline of UFC Rules: From No-Holds-Barred to Highly Regulated|date=April 24, 2013|work=[[Bleacher Report]]|author=Adam Hill}}</ref> In a [[UFC 4]] qualifying match, competitors Jason Fairn and [[Guy Mezger]] agreed not to pull hair—as they both wore pony tails tied back for the match.<ref>{{Cite web |date=2008-04-25 |title=Mixed Martial Arts promoter tells about his first fight |url=https://www.ocregister.com/2008/04/25/mixed-martial-arts-promoter-tells-about-his-first-fight/ |access-date=2023-03-14 |work=Orange County Register}}</ref> The UFC had a reputation, especially in the early days, as an extremely violent event.<ref>{{Cite web |title=5 Marketing Lessons from the UFC |url=https://www.linkedin.com/pulse/5-marketing-lessons-from-ufc-romu-gaboriau |access-date=2023-03-14 |website=LinkedIn}}</ref>

UFC 5 also introduced the first singles match, a rematch from the inaugural UFC featuring three-time champion Royce Gracie and Ken Shamrock, called "The Superfight".<ref>{{Cite web |last=Benson |first=Paul |title=UFC 5: What happened in the long anticipated rematch between Ken Shamrock and Royce Gracie? |url=https://www.sportskeeda.com/mma/ufc-5-what-happened-in-the-long-anticipated-rematch-between-ken-shamrock-and-royce-gracie |access-date=2023-03-14 |website=sportskeeda.com |date=August 2, 2018}}</ref> "The Superfight" began as a non-tournament match that would determine the first reigning UFC Champion for tournament winners to face;<ref>{{cite web |last=Meltzer |first=Dave |url= https://sports.yahoo.com/mma/news;_ylt=AnbS9oIfkDYxeule15884RJZEo14?slug=dm-ufcsix040809&prov=yhoo&type=lgns |title=Relive UFC 6: Clash of the Titans |work=Yahoo Sports |date=April 8, 2009 |access-date=April 8, 2009}}</ref> it later evolved into a match that could feature either title matches or non-title matches. The "Superfight" would eventually completely phase out tournament matches.

On the other hand, the first "Superfight" at UFC 5 was also considered a failure. In the first minute of the fight Shamrock knocked Royce to the ground and landed inside his guard. For the next 30 minutes Shamrock was inside Royce's guard, with the two throwing punches and headbutts at each other but without any change or action, with the crowd booing the fighters. After 30 minutes the fight was stopped as it had exceeded the time limit allocated for the pay-per-view and was given another 5 minutes of extra time due to protests from the spectators. The fight was over after 36 minutes and a draw was declared.<ref name="Brookhouse-2012">{{Cite web |last=Brookhouse |first=Brent |date=2012-04-08 |title=Retro Recap – UFC 5: The Return Of The Beast |url=https://www.bloodyelbow.com/2012/4/8/2933553/retro-recap-ufc-5-the-return-of-the-beast |access-date=2022-05-11 |work=Bloody Elbow}}</ref> Because of this controversial fight, the UFC would later start to introduce time limits, judges to decide draws, and authorized referees to stand up fighters and restart the bout if they have too much inactivity.<ref name="Brookhouse-2012" />

In 1996, the UFC had its first event outside continental United States with [[UFC 8]] in [[Bayamón, Puerto Rico]], and in 1997, [[UFC Japan: Ultimate Japan]] was its first foreign event.

==={{anchor|Controversy and reform}}Late 1990s controversy and reform===
The violent nature of the burgeoning sport quickly drew the attention of U.S. authorities.<ref>{{cite news|last=Flegenheimer|first=Matt|title=No Resolution for Mixed Martial Arts|url=https://www.nytimes.com/2011/06/27/nyregion/obstacles-in-push-to-legalize-mixed-martial-arts-in-new-york.html?_r=1&ref=mixedmartialarts|access-date=December 31, 2011|newspaper=The New York Times|date=June 26, 2011}}</ref>

In 1996, U.S. Senator [[John McCain]] saw a tape of the first UFC events and immediately found it abhorrent. He led a campaign to ban the UFC, calling it "human cockfighting", and sent letters to the governors of all 50 US states asking them to ban it.<ref name="Slate">{{cite news|url= http://www.slate.com/id/46344| archive-url=https://web.archive.org/web/20050320023155/http://slate.com/id/46344| archive-date=2005-03-20|work=Slate.com|title=Fight Clubbed|first=David|last=Plotz|date=November 7, 1999|access-date=March 21, 2007}}{{cbignore}}</ref>

Thirty-six states enacted laws that banned "no-holds-barred" fighting, including New York, which enacted the ban on the eve of [[UFC 12]], forcing it to relocate to [[Dothan, Alabama]].<ref name="gentry106">Gentry III, Clyde, ''No Holds Barred: Ultimate Fighting and the Martial Arts Revolution'', Milo Books, 2003, Paperback Edition, {{ISBN|1-903854-30-X}}, pages 106, 123</ref> The UFC continued to air on [[DirecTV]] PPV, though its audience remained minuscule compared to the era's larger cable pay-per-view platforms.

In response to the criticism, the UFC increased cooperation with state athletic commissions and modified its rules to remove the less palatable elements of fights while retaining the core elements of [[strike (attack)|striking]] and [[grappling]]. UFC 12 saw the introduction of weight classes and the banning of [[fish-hooking]]. For [[UFC 14]], gloves became mandatory, while kicks to the head of a downed opponent were banned. [[UFC 15]] saw limitations on hair pulling, and the banning of strikes to the back of the neck and head, headbutting, small-joint manipulations, and groin strikes. With five-minute rounds introduced at [[UFC 21]], the UFC gradually rebranded itself as a sport rather than a spectacle.<ref name=UfcHistory>{{cite news|title=UFC History|date=November 20, 2007|url=http://www.completemartialarts.com/whoswho/ufc/ufchistory.htm|access-date=January 20, 2008|url-status=dead|archive-url=https://web.archive.org/web/20110720031419/http://www.completemartialarts.com/whoswho/ufc/ufchistory.htm|archive-date=July 20, 2011}}</ref> The implementation of rules changed the game of many fighters, for example [[Mark Coleman]] made potent use of [[headbutts]] for his [[ground-and-pound]] tactics, could not use them effectively anymore.<ref>{{Cite web |author=Staff Writer |title=Mixed martial arts: Coleman returns; he just can't use his head butt |url=https://www.dispatch.com/story/sports/college/2009/01/15/mixed-martial-arts-coleman-returns/23363365007/ |access-date=2024-03-10 |website=The Columbus Dispatch |language=en-US |quote=Then there were the rules changes, including no more head-butting, which negatively affected Coleman's talents. Wrestlers once dominated the sport, because they would put opponents on the ground and pound them with hands and elbows. But as limitations on permissible striking areas increased in the late 1990s, the effectiveness of Coleman's "ground and pound" techniques decreased.<br /><br />Suddenly, it wasn't as easy to "take a guy to the ground and pound the (bleep) out of him until he quits," he said.<br /><br />"When they took out the head butt, it made the jujitsu game (a form of ground fighting) more effective. It completely changed the sport so for a while there, I was a little bit lost. As fast as I climbed to the top, I fell to the bottom just as fast."}}</ref>

Led by UFC commissioner [[Jeff Blatnick]] and referee [[John McCarthy (mixed martial arts)|John McCarthy]], the UFC continued to work with state athletic commissions.<ref name=love-grappling>{{cite web|url=https://www.espn.com/blog/mma/post/_/id/14999/love-of-grappling-defined-jeff-blatnick| archive-url=https://ghostarchive.org/archive/20211018/http://espn.go.com/blog/mma/post/_/id/14999/love-of-grappling-defined-jeff-blatnick |archive-date=2021-10-18 |title=Love of grappling defined Jeff Blatnick – Mixed Martial Arts Blog |date=October 26, 2012 |work=ESPN |access-date=November 19, 2012}}{{cbignore}}</ref> Blatnick, McCarthy, and matchmaker Joe Silva created a manual of policies, procedures, codes of conduct, and rules to help in getting the UFC sanctioned by the athletic commissions, many of which exist to this day.<ref name=love-grappling/> Blatnick and McCarthy traveled around the country, educating regulators and changing perceptions about a sport that was thought to be bloodthirsty and inhumane.<ref name=love-grappling/> By April 2000, their movement had clearly made an impact.<ref name=love-grappling/> California was set to become the first state in the U.S. to sign off on a set of codified rules that governed MMA.<ref name=love-grappling/> Soon after, New Jersey adopted the language.<ref name=love-grappling/>

As the UFC continued to work with the athletic commissions, events took place in smaller U.S. markets, and venues, such as the [[Sudduth Coliseum|Lake Charles Civic Center]]. The markets included states that are largely rural and less known for holding professional sporting events, such as Iowa, Mississippi, Louisiana, Wyoming, and Alabama. SEG could not secure home-video releases for [[UFC 23]] through [[UFC 29]]. With other mixed martial arts promotions working towards U.S. sanctioning, the International Fighting Championships (IFC) secured the first U.S. sanctioned mixed martial arts event, which occurred in New Jersey on September 30, 2000. Just two months later, the UFC held its first sanctioned event, [[UFC 28]], under the [[New Jersey State Athletic Control Board]]'s "Unified Rules".<ref>Trembow, Ivan. [http://www.ivansblog.com/2006/07/mixed-martial-arts-new-jersey.html New Jersey Commission Corrects Mainstream UFC Stories]. Ivan's Blog.</ref>

===2001 and the beginning of Zuffa era===
After the long battle to secure sanctioning, SEG stood on the brink of bankruptcy, when [[Station Casinos]] executives [[Frank Fertitta III|Frank]] and [[Lorenzo Fertitta]] and their business partner Dana White approached them in 2000, with an offer to purchase the UFC. A month later, in January 2001, the Fertittas bought the UFC for $2 million and created [[Zuffa|Zuffa, LLC]] as the parent entity controlling the UFC.<ref name=gc22>{{cite AV media|url=https://www.youtube.com/watch?v=mkm7kK9pKgI|title=DRUGS, BILLIONS BOXING & THE UFC – Dana White & Grant Cardone |date=December 20, 2022|via=YouTube|author=Grant Cardone}}</ref>

"I had my attorneys tell me that I was crazy because I wasn't buying anything. I was paying $2&nbsp;million and they were saying 'What are you getting?{{' "}} Lorenzo Fertitta revealed to ''Fighters Only'' magazine,<ref name="fertitta-fighters-only" /> recalling the lack of assets he acquired in the purchase. "And I said 'What you don't understand is I'm getting the most valuable thing that I could possibly have, which is those three letters: UFC. That is what's going to make this thing work. Everybody knows that brand, whether they like it or they don't like it, they react to it.{{' "}}<ref name="fertitta-fighters-only">{{cite web|date=March 3, 2009|title=Lorenzo Fertitta Talks Buying UFC With Fighter's Only Mag|url=http://www.mmanews.com/news/82683|url-status=dead|archive-url=https://web.archive.org/web/20110719103106/http://www.mmanews.com/news/82683|archive-date=2011-07-19|access-date=March 27, 2011|work=[[Fighters Only Magazine]]}}</ref> Along with the trademark, they acquired a wooden octagon and around a dozen fighter's contracts. Later on, they negotiated a deal to buy UFC's [[DVD]] rights from [[Lionsgate]] for an additional two million dollars.<ref name=gc22 />

With ties to the [[Nevada Athletic Commission|Nevada State Athletic Commission]] (Lorenzo Fertitta was a former member of the NSAC), Zuffa secured sanctioning in Nevada in 2001.<ref>{{cite web|url=https://www.mmafighting.com/2008/01/17/zuffa-seeks-retraction-of-statements-by-former-ufc-owner|title=Zuffa seeks retraction of statements by former UFC owner|date=January 17, 2008|publisher=mmafighting.com}}</ref> Shortly thereafter, the UFC returned to pay-per-view cable television, with [[UFC 33]] featuring three championship bouts.

====Struggle for survival and turnaround====
The UFC slowly rose in popularity after the Zuffa purchase, due partly to greater advertising,<ref>{{cite web|url=http://www.cbssports.com/mma/story/11809856|title=MMA news, fighter profiles and events – Mixed Martial Arts|work=CBS Sports}}{{cbignore}}</ref> corporate sponsorship, the return to cable pay-per-view, and subsequent home video and DVD releases.

White later said that "Nobody took us seriously, except [[Donald Trump]]. Donald was the first to recognize the potential that we saw in the UFC, and encouraged us to build our business".<ref name="suchitra20240201">{{Cite web |last=B |first=Suchitra |date=2024-02-01 |title=Here's How Former President Donald Trump and UFC Star Dana White Really Became Close Friends |url=https://www.msn.com/en-us/sports/mma_ufc/here-s-how-former-president-donald-trump-and-ufc-star-dana-white-really-became-close-friends/ar-BB1hE4Hy |access-date=2024-07-19 |website=The Inquisitr |via=MSN}}</ref> With larger live gates at casino venues like the [[Trump Taj Mahal]] and the [[MGM Grand Garden Arena]], the UFC secured its first television deal with [[Fox Sports Networks|Fox Sports Net]]. ''[[The Best Damn Sports Show Period]]'' aired the first mixed martial arts match on American cable television in June 2002, as well as the main event showcasing [[Chuck Liddell]] vs. [[Vitor Belfort]] at [[UFC 37.5]].<ref>{{cite news |last=Stupp |first=Dann |url=http://mmajunkie.com/news/2347/chuck-liddell-on-the-best-damn-sports-show-tonight.mma |title=Chuck Liddell on "The Best Damn Sports Show" Tonight |work=MMAjunkie.com |date=May 18, 2007 |access-date=September 23, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20120419113918/http://mmajunkie.com/news/2347/chuck-liddell-on-the-best-damn-sports-show-tonight.mma |archive-date=April 19, 2012}}</ref> Later, FSN would air highlight shows from the UFC.

[[File:WWE - Manchester 040498 (5).jpg|thumb|UFC Hall of Famer [[Ken Shamrock]] was instrumental in the UFC's turnaround into a mainstream sport.]]
[[UFC 40]] proved to be the most critical event to date in the Zuffa era. The event was a near sellout of 13,022 at the [[MGM Grand Garden Arena|MGM Grand Arena]] and sold 150,000 pay-per-view buys, a rate roughly double that of the previous Zuffa events. The event featured a [[card (sports)|card]] headlined by a championship match between then-current UFC Light Heavyweight Champion [[Tito Ortiz]] and former UFC Superfight Champion Ken Shamrock, who had previously left to professionally wrestle in [[WWE]] before returning to MMA. It was the first time the UFC hit such a high mark since being forced "underground" in 1997.<ref name="ppvbuys">{{cite web |url=http://www.ivansblog.com/2006/07/mixed-martial-arts-ufcs-pay-per-view.html| archive-url=https://ghostarchive.org/archive/20211018/http://www.ivansblog.com/2006/07/mixed-martial-arts-ufcs-pay-per-view.html| archive-date=2021-10-18 |title=Mixed Martial Arts--- UFC's Pay-Per-View Buys Explode in 2006 |work=Ivansblog.com |last=Trembow |first=Ivan |date=July 13, 2006 |access-date=July 2, 2011}}{{cbignore}}</ref> UFC 40 also garnered mainstream attention from media outlets such as [[ESPN]] and ''[[USA Today]]'', something that was unfathomable for mixed martial arts at that point in time.<ref name="sports.yahoo.com">{{cite web|last=Doyle |first=Dave |url=https://sports.yahoo.com/mma/news?slug=dd-ufcforty051209 |title=UFC 40: Signs of life – UFC – Yahoo! Sports |website=Yahoo Sports |date=September 9, 2010 |access-date=September 23, 2010}}</ref> Many have suggested that the success of UFC 40 and the anticipation for Ortiz vs. Shamrock saved the UFC from bankruptcy; the buyrates of the previous Zuffa shows averaged a mere 45,000 buys per event, and the company was suffering deep monetary losses.<ref name="sports.yahoo.com"/> The success of UFC 40 provided a glimmer of hope for the UFC, and kept alive the hope that mixed martial arts could become big.<ref>{{cite web|title=Flashback to UFC 40: The Shape of Things to Come|url=http://www.mmamemories.com/2009/05/29/flashback-to-ufc-40-the-shape-of-things-to-come.html |website=MMAMemories.com |access-date=September 23, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20100811212810/http://www.mmamemories.com/2009/05/29/flashback-to-ufc-40-the-shape-of-things-to-come.html |archive-date=August 11, 2010}}</ref> Beyond the rivalry itself, the success of UFC 40 was due in part to the marketing and outreach power of crossover athletes – from Pro Wrestling to MMA and MMA to Pro Wrestling – a practice with roots in Japan's [[Pride Fighting Championships]].<ref>{{cite web|url=http://www.mixedmartialarts.com/news/punking-history| archive-url=https://ghostarchive.org/archive/20211018/http://www.mixedmartialarts.com/news/punking-history| archive-date=2021-10-18|title=Punking History| date=August 25, 2016|access-date=September 10, 2016}}{{cbignore}}</ref> Long time UFC referee John McCarthy said that he felt UFC 40 was the turning point in whether or not the sport of MMA would survive in America.

{{cquote|"When that show (UFC 40) happened, I honestly felt like it was going to make it. Throughout the years, things were happening, and everything always looked bleak. It always looked like, this is it, this is going to be the last time. This is going to be the last year. But, when I was standing in the Octagon at UFC 40, I remember standing there before the Ortiz/Shamrock fight and looking around. The energy of that fight, it was phenomenal, and it was the first time I honestly said, it's going to make it." –"Big" John McCarthy<ref>{{cite web|url=http://crooklynscorner.com/2011/08/big-john-mccarthy-details-why-he-decided-to-write-his-book/| archive-url=https://ghostarchive.org/archive/20211018/http://crooklynscorner.com/2011/08/big-john-mccarthy-details-why-he-decided-to-write-his-book/| archive-date=2021-10-18 |title=Big John McCarthy details early UFC days &#124; Crooklyn's Corner |website=Crooklynscorner.com |date=August 23, 2011 |access-date=November 19, 2012}}{{cbignore}}</ref>
}}

Despite the success of UFC 40, the UFC was still experiencing financial deficits. By 2004, Zuffa had $34&nbsp;million in losses since they purchased the UFC.<ref name="fertittas">{{cite web |url=https://money.cnn.com/2006/11/07/magazines/business2/stationcasinos.biz2/index.htm?postversion=2006110809 |title=The ultimate fighting machines |work=CNN|date=November 8, 2006 |first=Joel |last=Stein |access-date=July 2, 2011}}</ref>

====''The Ultimate Fighter'' and the rise in popularity====
Faced with the prospect of folding, the UFC stepped outside the bounds of pay-per-view and made a foray into television. After being featured in a reality television series, ''[[American Casino]]'',<ref>{{cite web |url=http://www.mmafacts.com/main.cfm?actionId=globalShowStaticContent&screenKey=cmpNews&show=forbes&s=MMA |title=Mixed Martial Arts |publisher=MMA Facts |access-date=September 23, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20111004144209/http://www.mmafacts.com/main.cfm?actionId=globalShowStaticContent&screenKey=cmpNews&show=forbes&s=MMA |archive-date=October 4, 2011}}</ref> and seeing how well the series worked as a promotion vehicle, the Fertitta brothers developed the idea of UFC creating its own reality series.

[[File:The Ultimate Fighter Logo.jpg|thumb|Logo of ''[[The Ultimate Fighter]]'']]Their idea, ''[[The Ultimate Fighter]]'' (''TUF''), was a reality television show featuring up-and-coming MMA fighters in competition for a six-figure UFC contract, with fighters eliminated from competition via exhibition mixed martial arts matches. It was pitched to several networks, each one rejecting the idea outright. Not until they approached [[Spike (TV network)|Spike TV]], with an offer to pay the $10&nbsp;million production costs themselves, did they find an outlet.<ref name="fertittas" />

In January 2005, [[Spike (TV network)|Spike TV]] launched ''[[The Ultimate Fighter 1]]'' (''TUF 1'') in the timeslot following ''[[WWE Raw]].'' The show became an instant success, culminating with a notable season finale brawl featuring light heavyweight finalists [[Forrest Griffin]] and [[Stephan Bonnar]] going toe-to-toe for the right to earn the six-figure contract. The live broadcast of the season finale drew a very impressive 1.9 overall rating. Dana White credits ''TUF 1'' for saving the UFC, and claims that the contract for the second season was made outside of the venue on a napkin immediately after the finale.<ref>{{cite web|last=Iole |first=Kevin |url=https://sports.yahoo.com/mma/news?slug=ki-trigg091009&prov=yhoo&type=lgns |title=Trigg gears up for one more run |work=[[Yahoo! Sports|Sports.Yahoo.com]] |date=September 10, 2009 |access-date=July 2, 2011}}</ref><ref>{{cite web|url=https://sports.yahoo.com/second-season-ultimate-fighter-contract-105601027.html|title=The second season of 'The Ultimate Fighter' contract with Spike TV was signed on a napkin|date=December 6, 2021|work=[[Yahoo! Sports]]|author=Jeff Cain}}</ref>

On the heels of the Griffin/Bonnar finale, a second season of ''The Ultimate Fighter'' launched in August 2005, and two more seasons appeared in 2006. Spike and the UFC continued to create and air new seasons until the show moved to [[FX (TV channel)|FX]] in 2012.<ref>{{cite magazine|url=http://insidetv.ew.com/2011/08/18/ultimate-fighter-canceled/| archive-url=https://ghostarchive.org/archive/20211018/http://insidetv.ew.com/2011/08/18/ultimate-fighter-canceled/| archive-date=2021-10-18|title=Ultimate Fighter moves to FX with live fights on Fox |magazine=Entertainment Weekly}}{{cbignore}}</ref>

Following the success of ''The Ultimate Fighter'', Spike also picked up ''[[UFC Unleashed]]'', an hour-long weekly show featuring select fights from previous events. Spike also signed on to broadcast live UFC Fight Night, a series of fight events debuting in August 2005, and ''Countdown'' specials to promote upcoming UFC pay-per-view cards.

After a very successful run on Spike and with the upcoming announcement of the UFC's new relationship with [[Fox Broadcasting Company|Fox]], Spike officials made a statement regarding the end of their partnership with the UFC, "''The Ultimate Fighter'' season 14 in September will be our last... Our 6-year partnership with the UFC has been incredibly beneficial in building both our brands, and we wish them all the best in the future."<ref>{{cite web|url=http://mmaweekly.com/spike-tv-announces-partnership-with-the-ufc-has-ended-tuf-14-will-be-the-last-on-the-network| archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/spike-tv-announces-partnership-with-the-ufc-has-ended-tuf-14-will-be-the-last-on-the-network|archive-date=2021-10-18 |title=Spike TV Announces Partnership with the UFC Has Ended, TUF 14 Will Be the Last on the Network |work=MMAWeekly.com |date=August 18, 2011 |access-date=August 18, 2011}}{{cbignore}}</ref>

With the announcement of UFC's partnership with Fox in August 2011, ''The Ultimate Fighter'', which entered its 14th season in that September, moved to the [[FX (TV channel)|FX]] network to air on Friday nights starting with season 15 in the Spring of 2012. Along with the network change, episodes are now edited and broadcast within a week of recording instead of a several-month delay, and elimination fights are aired live.<ref>{{cite web |url=http://mmaweekly.com/the-ultimate-fighter-goes-live-on-fx-starting-on-friday-nights-in-spring-2012 |archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/the-ultimate-fighter-goes-live-on-fx-starting-on-friday-nights-in-spring-2012 |archive-date=2021-10-18 |title=The 'Ultimate Fighter' Goes Live on FX Starting on Friday Nights in Spring 2012 |work=MMAWeekly.com |date=August 18, 2011 |access-date=August 18, 2011}}{{cbignore}}</ref>

===Mid-2000s expansion===
[[File:UFC 88 - Time Square.JPG|thumb|left|New York City [[Times Square]] ad for [[UFC 88|UFC 88: Breakthrough]] featuring [[Chuck Liddell]] vs. [[Rashad Evans]]]]
With increased visibility, the UFC's pay-per-view buy numbers exploded. [[UFC 52]], the first event after the first season of ''The Ultimate Fighter'' featuring eventual-UFC Hall of Famer: [[Chuck Liddell|Chuck "The Iceman" Liddell]], avenging his defeat to fellow eventual-Hall of Famer, [[Randy Couture]], drew a pay-per-view audience of 300,000,<ref>{{cite web|last=Meltzer |first=Dave |url=https://sports.yahoo.com/mma/news?slug=dm-ufcfiftytwo052409&prov=yhoo&type=lgns |title=UFC 52: Chuck strikes back – UFC – Yahoo! Sports |website=Yahoo Sports |date=May 24, 2009 |access-date=September 23, 2010}}</ref> doubling its previous benchmark of 150,000 set at UFC 40. Following the second season of ''The Ultimate Fighter'', the UFC's match between Liddell and Couture drew an estimated 410,000 pay-per-view buys at [[UFC 57]].

For the rest of 2006, pay-per-view buy rates continued to skyrocket, with 620,000 buys for [[UFC 60|UFC 60: Hughes vs. Gracie]] —featuring Royce Gracie's first UFC fight in 11 years—and 775,000 buys for [[UFC 61]] featuring the highly anticipated rematch between Ken Shamrock and Tito Ortiz, the coaches of ''[[The Ultimate Fighter 3]]''.<ref>{{cite web|url=http://mmaweekly.com/ufc-61-surpasses-30-million-in-ppv-sales-2| archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/ufc-61-surpasses-30-million-in-ppv-sales-2| archive-date=2021-10-18 |title=UFC 61 Surpasses $30 Million in PPV Sales |website=MMA Weekly |date=September 6, 2006 |access-date=September 23, 2010}}{{cbignore}}</ref> The organization hit a milestone with [[UFC 66]], pitting Ortiz in a rematch against Liddell with over 1&nbsp;million buys.<ref>{{cite news |last=Stupp |first=Dann |url=http://mmajunkie.com/news/1857/report-ufc-66-falls-short-of-12-million-ppv-buys.mma |title=Report: UFC 66 Falls Short of 1.2 Million PPV ";Buys"; |work=MMAjunkie.com |date=January 30, 2007 |access-date=September 23, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20080818234952/http://mmajunkie.com/news/1857/report-ufc-66-falls-short-of-12-million-ppv-buys.mma |archive-date=August 18, 2008}}</ref>

The surge in popularity prompted the UFC to beef up its executive team. In March 2006, the UFC announced that it had hired [[Marc Ratner]], former executive director of the [[Nevada Athletic Commission]],<ref>{{cite web|author=Nelson "Doc" Hamilton |url=http://www.ultimategrapplingmag.com/content/view/180/37/ |archive-url=https://web.archive.org/web/20061216165349/http://www.ultimategrapplingmag.com/content/view/180/37/ |url-status=dead |archive-date=December 16, 2006 |title=Marc Ratner UFC Vice President of Government and Regulatory Affairs |website=Ultimate Grappling Magazine |access-date=February 7, 2019}}</ref> as Vice President of Regulatory Affairs. Ratner, once an ally of Senator [[John McCain|McCain's]] campaign against ''no holds barred'' fighting, lobbied numerous athletic commissions<ref>{{cite news|url=https://www.nytimes.com/2006/11/24/sports/othersports/24fight.html?pagewanted=2&_r=1|work=The New York Times|title=A Boxing Regulator Changes Corners|first=John|last=Eligon|date=November 24, 2006|access-date=May 26, 2010}}</ref> to help raise the UFC's media profile in an attempt to legalize mixed martial arts in jurisdictions inside and outside the United States that had yet to sanction the sport.

In December 2006, Zuffa acquired the northern California-based promotion [[World Extreme Cagefighting]] (WEC) in order to stop the [[International Fight League]] (IFL) from making a deal with Versus (now [[NBCSN|NBC Sports Network]]). At the time, the UFC had an exclusive deal with Spike, so the purchase of the WEC allowed Zuffa to block the IFL from Versus without violating their contract.<ref>{{cite web|last=Meltzer |first=Dave |url=https://sports.yahoo.com/mma/news?slug=dm-wec060509 |title=Brown-Faber rematch puts WEC at crossroads – UFC – Yahoo! Sports |website=Yahoo Sports |date=September 17, 2010 |access-date=September 23, 2010}}</ref> The WEC showcased lighter weight classes in MMA, whereas the UFC featured heavier weight classes.<ref name="mmaw">{{cite web|url=http://mmaweekly.com/ufc-buying-world-extreme-cagefighting-2| archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/ufc-buying-world-extreme-cagefighting-2| archive-date=2021-10-18 |title=UFC Buying World Extreme Cagefighting| author=Ken Pishna, Ivan Trembow |date=December 11, 2006 |publisher=MMAWeekly}}{{cbignore}}</ref>

In December 2006, Zuffa also acquired their cross-town, Las Vegas rival [[World Fighting Alliance]] (WFA). The WFA had signed major fighters at the time, most notably [[Quinton "Rampage" Jackson]] and [[Lyoto Machida]], but their events turned out to be a financial disaster. Zuffa bought select assets from WFA, including select fighter contracts, as well as trademarks and other intellectual property.<ref>{{Cite web |date=2006-12-11 |title=UFC Acquires World Fighting Alliance, Inc. |url=https://mmajunkie.usatoday.com/2006/12/ufc-acquires-world-fighting-alliance-inc |access-date=2023-01-17 |website=MMA Junkie}}</ref>

The sport's popularity was also noticed by the sports betting community as BodogLife.com, an online gambling site, stated in July 2007 that in 2007 UFC would surpass boxing for the first time in terms of betting revenues.<ref>{{cite news|url= http://www.prweb.com/releases/mma/betting/prweb530718.htm|title=UFC set to surpass boxing in betting revenue|first=Justin|last=Goff|work=MMAbettingblog.com|date=July 11, 2007|access-date=March 5, 2008|archive-url=https://web.archive.org/web/20080410032815/http://www.prweb.com/releases/mma/betting/prweb530718.htm|archive-date=April 10, 2008}}</ref> In fact, the UFC had already broken the pay-per-view industry's all-time records for a single year of business, generating over $222,766,000 in revenue in 2006, surpassing both WWE and boxing.<ref name="biz.yahoo">{{cite press release|url=http://biz.yahoo.com/iw/071109/0326554.html|date=November 9, 2007|title=Sun Discusses Company Milestones and Provides Year End Summary|archive-url=https://web.archive.org/web/20080615194354/http://biz.yahoo.com/iw/071109/0326554.html|archive-date=June 15, 2008}}</ref><ref>{{cite web |last1=Nash |first1=John S |title=What Investors are Being Told About UFC Revenues |url=https://www.bloodyelbow.com/2015/10/20/9547333/what-deutsche-bank-moodys-and-standard-poors-tell-us-about-the-ufc| archive-url=https://web.archive.org/web/20151020230254/http://www.bloodyelbow.com/2015/10/20/9547333/what-deutsche-bank-moodys-and-standard-poors-tell-us-about-the-ufc| archive-date=2015-10-20 |work=Bloody Elbow, for MMA and UFC news |date=October 20, 2015 |access-date=March 4, 2020}}{{cbignore}}</ref>

The UFC continued its rapid rise from near obscurity with [[Roger Huerta]] gracing the cover of ''[[Sports Illustrated]]'' and Chuck Liddell on the front of ''[[ESPN The Magazine]]'' in May 2007.<ref>{{cite news|title=Mixed martial arts notebook: Well-traveled UFC president has big plans for the sport|url=http://www.oregonlive.com/sports/oregonian/index.ssf?/base/sports/1182477312164070.xml&coll=7&thispage=1|first=Brad|last=McCray|work=The Oregonian|date=July 22, 2007|access-date=July 22, 2007|url-status=dead|archive-url=https://web.archive.org/web/20110608223401/http://www.oregonlive.com/sports/oregonian/index.ssf?%2Fbase%2Fsports%2F1182477312164070.xml&coll=7&thispage=1|archive-date=June 8, 2011}}</ref>

====Pride acquisition and integration====
[[File:Fedor vs Coleman.JPG|thumb|left|A fight between [[Fedor Emelianenko]] and [[Mark Coleman]] in the Japanese, ring-based [[Pride Fighting Championships|PRIDE]] organization. During its heyday, PRIDE was considered bigger than the UFC in terms of audience and quality of fights.<ref name="Snowden" />]]
In Japan, Mixed Martial Arts took a separate, yet convergent evolution, with origins in "[[shoot wrestling]]", a form of [[professional wrestling]] which had more realistic-looking moves and matches while deemphasizing theatrical elements. Promotions like [[Shooto]] and [[Pancrase]] discarded the scripts and were already putting on hybrid fighting shows with real fights by the time the UFC was founded.<ref>{{Cite web |date=2017-10-13 |title=The World's Greatest Fighter Was A Pro Wrestler Who Couldn't Fight |url=https://deadspin.com/the-worlds-greatest-fighter-was-a-pro-wrestler-who-coul-1819429942 |access-date=2023-01-06 |website=Deadspin |language=en}}</ref><ref>{{Cite web |title=A Blood Called Shooto – Home Called Shooto |url=https://www.sherdog.com/news/articles/1/A-Blood-Called-Shooto-17377 |access-date=2023-01-06 |website=Sherdog |language=en}}</ref> This culminated in the creation of [[Pride Fighting Championships]] in 1997. At its height, Pride was the world's most popular MMA promotion, and helped to popularize the sport in Japan and in the world. Having high attendances on large sports arenas and watched by millions of spectators through [[free-to-air]] and pay-per-view television. Meanwhile, the UFC was struggling with political persecution, low pay-per-view sales, and doing events in backwater casinos.<ref name="Snowden"/> Most of UFC's best fighters would leave to fight in Japan instead due better pay and prestige.<ref name="Snowden">{{Cite web |last=Snowden |first=Jonathan |title=Sex, Drugs, Gangsters and MMA: Remembering Pride, UFC's Wild Predecessor |url=https://bleacherreport.com/articles/2718986-sex-drugs-gangsters-and-mma-remembering-pride-ufcs-wild-predecessor |access-date=2023-01-06 |website=Bleacher Report |language=en}}</ref>

However, on 2006, Pride started to have financial issues due the termination of lucrative contracts with Japanese TV due a scandal revealing the strong ties between Pride and the [[yakuza]].<ref name="Snowden" /> On March 27, 2007, the UFC and Pride announced an agreement in which the majority owners of the UFC, Frank and Lorenzo Fertitta, would purchase the Pride brand.<ref name="AP">{{cite web |url=https://www.espn.com/sports/news/story?id=2814235 |title=Source: UFC buys Pride for less than $70M |date=March 27, 2007 |work=ESPN |access-date=July 2, 2011}}</ref><ref name="Hot List">''The Hot List'', ''[[ESPNews]]'', air date March 27, 2007.</ref>

Initial intentions were for the organizations to be run separately but aligned together with plans to co-promote cards featuring the champions and top contenders from both organizations, making comparisons to the [[AFL–NFL merger]] and the creation of a "[[Super Bowl]]" of MMA.<ref name="Snowden" /> However, after purchasing Pride, Dana White felt that the Pride model was not sustainable<ref>{{cite web|url=http://mmafrenzy.com/623/dana-white-pride-is-a-mess/| archive-url=https://web.archive.org/web/20090818203810/http://mmafrenzy.com/623/dana-white-pride-is-a-mess/| archive-date=2009-08-18 |title=Dana White: "Pride is a Mess" |work=MMAFrenzy.com |date=June 26, 2007 |first=Kris |last=Karkoski |access-date=July 2, 2011}}{{cbignore}}</ref> and that the brand became "toxic" in Japan, being difficult to find a new television deal.<ref name="Snowden" /> The organization instead folded, with many former Pride fighters such as [[Antônio Rodrigo Nogueira|Antônio Rodrigo "Minotauro" Nogueira]], [[Maurício Rua|Maurício "Shogun" Rua]], [[Dan Henderson]], [[Mirko Cro Cop|Mirko "Cro Cop" Filipović]], [[Wanderlei Silva]], and others already being realigned under the UFC brand.<ref name="fightNetwork">{{cite web
| url = http://www.thefightnetwork.com/news_detail.php?nid=4671
| title = The Fight Network
| last = Hunt
| first = Loretta
| publisher = The Fight Network
| date = August 26, 2007
| access-date = September 18, 2007
|archive-url = https://web.archive.org/web/20070926234628/http://www.thefightnetwork.com/news_detail.php?nid=4671 <!-- Bot retrieved archive --> |archive-date = September 26, 2007}}</ref> On October 4, 2007, Pride Worldwide closed its Japanese office, laying off 20 people who were working there since the closing of its parent company [[Dream Stage Entertainment]] (DSE).<ref>{{cite news |first=Taro |last=Kotani |title=Pride Worldwide Japan Office Officially Closed |url=http://mmaweekly.com/pride-worldwide-japan-office-officially-closed| archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/pride-worldwide-japan-office-officially-closed| archive-date=2021-10-18 |work=MMAWeekly.com |date=October 5, 2007 |access-date=October 5, 2007}}{{cbignore}}</ref>

On June 18, 2008, Lorenzo Fertitta accommodated the UFC's growth by announcing his resignation from [[Station Casinos]] in order to devote his energies to the international business development of Zuffa, particularly the UFC. The move proved to be pivotal, as Fertitta helped strike TV deals in China, France, Mexico, and Germany as well as open alternative revenue streams with a new UFC video game and UFC action figures, among other projects.<ref>{{cite web |url=https://sports.yahoo.com/mma/news?slug=ki-fertitta072309 |title=UFC full speed ahead with Fertitta on board |last=Iole |first=Kevin |work=[[Yahoo! Sports|Sports.Yahoo.com]] |date=July 23, 2009 |access-date=July 2, 2011}}</ref>

===Late 2000s–mid-2010s growth with UFC 100===
Popularity surged in 2009 with [[UFC 100]] and the 10 events preceding it including UFC [[UFC 90|90]], [[UFC 91|91]], [[UFC 92|92]], [[UFC 94|94]], and [[UFC 98|98]]. UFC 100 was a success, garnering 1.6&nbsp;million buys<ref>{{cite web|last=Iole |first=Kevin |url=https://sports.yahoo.com/mma/news?slug=ki-carwin090209 |title=Carwin's star rises as UFC 106 nears |work=[[Yahoo! Sports|Sports.Yahoo.com]] |date=September 3, 2009 |access-date=July 2, 2011}}</ref> under the drawing power of former [[National Collegiate Athletic Association|NCAA]] [[wrestling]] and WWE Champion [[Brock Lesnar]] and his rematch with former UFC Heavyweight Champion [[Frank Mir]], Canadian [[Georges St-Pierre]] going head-to-head with Brazilian<ref>{{Cite news|url=http://www.weirdmag.com/top-10-ufc-fights-2016-best-knockout-year/| archive-url=https://web.archive.org/web/20170102224509/http://www.weirdmag.com/top-10-ufc-fights-2016-best-knockout-year/| archive-date=2017-01-02|title=Top 10 UFC Fights of 2016 {{!}} Best Knockout of Year 2016 {{!}} UFC Best Fights|date=January 2, 2017|newspaper=WeirdMag|access-date=January 2, 2017}}</ref> [[Thiago Alves (fighter)|Thiago Alves]], and American Dan Henderson opposing British [[Michael Bisping]] at middleweight after the two were rival coaches on ''[[The Ultimate Fighter: United States vs. United Kingdom]]''.

UFC 100 drew interest from [[ESPN]], which provided coverage of the event in the days preceding and following it.<ref>{{cite web|last=Thomas |first=Nick |url=http://www.bloodyelbow.com/2009/7/24/960850/bloody-elbow-exclusive-major-espn| archive-url=https://ghostarchive.org/archive/20211018/http://www.bloodyelbow.com/2009/7/24/960850/bloody-elbow-exclusive-major-espn| archive-date=2021-10-18 |title=Exclusive: Major ESPN Executive Attends UFC 100 as a Guest of Dana White |publisher=Bloody Elbow |date=July 24, 2009 |access-date=September 23, 2010}}{{cbignore}}</ref> ESPN would eventually devote additional coverage of the UFC and other MMA news with the television debut of ''[[MMA Live]]'' on ESPN2 in May 2010.<ref>{{cite web|last=Iole |first=Kevin |url=https://sports.yahoo.com/mma/blog/cagewriter/post/-MMA-Live-moves-to-ESPN2-on-May-6?urn=mma,230191 |title='MMA Live' moves to ESPN2 on May 6 – Cagewriter – UFC – Yahoo! Sports |website=Yahoo Sports |access-date=September 23, 2010}}</ref>

The buzz from UFC 100 was hampered significantly in the second half of 2009 after a rash of injuries and other health-related issues<ref>{{cite news |last=Morgan |first=John |url=http://mmajunkie.com/news/17388/despite-recent-rash-of-injuries-white-says-ufcs-handling-of-fighters-wont-change.mma |title=Despite recent rash of injuries, White says UFC's handling of fighters won't change |work=MMAjunkie.com |date=January 1, 2010 |access-date=September 23, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20100104115921/http://mmajunkie.com/news/17388/despite-recent-rash-of-injuries-white-says-ufcs-handling-of-fighters-wont-change.mma |archive-date=January 4, 2010}}</ref><ref>{{cite web|last=Meltzer |first=Dave |url=https://sports.yahoo.com/mma/news?slug=dm-mmappd103009 |title=Injuries take toll on UFC schedule – UFC – Yahoo! Sports |website=Yahoo Sports |date=September 17, 2010 |access-date=September 23, 2010}}</ref>—including Brock Lesnar's life-threatening bout with [[diverticulitis]]<ref>{{cite web|last=Thomas|first=Luke |url=http://www.bloodyelbow.com/2010/1/21/1263270/brock-lesnars-career-wasnt-the| archive-url=https://ghostarchive.org/archive/20211018/http://www.bloodyelbow.com/2010/1/21/1263270/brock-lesnars-career-wasnt-the| archive-date=2021-10-18 |title=Brock Lesnar's Career Wasn't the Only Thing in Jeopardy |work=BloodyElbow.com |date=January 21, 2010 |access-date=July 2, 2011}}{{cbignore}}</ref>—forcing the organization to continuously scramble and reshuffle its lineup for several events.

However, the momentum gradually began to pick up in the first quarter of 2010 after victories from defending champions Georges St-Pierre and Anderson Silva, as well as Lyoto Machida's first career defeat to "Shogun" Rua for the UFC Light Heavyweight title. These fights segued into a very popular clash between former UFC Champions and rivals [[Rashad Evans]] and [[Quinton Jackson]]—rival coaches on ''[[The Ultimate Fighter: Heavyweights|The Ultimate Fighter 10: Heavyweights]]''—at [[UFC 114]], featuring the UFC's first main event headlined by black fighters.<ref>{{cite web |url=http://www.mmafighting.com/2010/05/25/rampage-jackson-rashad-evans-and-the-politics-of-race-in-mma/| archive-url=https://ghostarchive.org/archive/20211018/http://www.mmafighting.com/2010/05/25/rampage-jackson-rashad-evans-and-the-politics-of-race-in-mma/| archive-date=2021-10-18 |title='Rampage' Jackson, Rashad Evans and Politics of Race in MMA |work=MMAFighting.com |date=May 25, 2010 |last=Fowlkes |first=Ben |access-date=July 2, 2011}}{{cbignore}}</ref> The event scored over 1&nbsp;million pay per view buys<ref>{{cite web |url=http://www.watchkalibrun.com/2010/6/24/1535463/meltzer-ufc-114-surpasses-1 |title=Meltzer: UFC 114 Surpasses 1 Million PPV Buys |last=Becker |first=Nick |date=June 24, 2010 |work=WatchKalibRun.com |access-date=July 2, 2011 |url-status=dead |archive-url=https://web.archive.org/web/20110107013356/http://www.watchkalibrun.com/2010/6/24/1535463/meltzer-ufc-114-surpasses-1 |archive-date=January 7, 2011}}</ref> as Evans secured a unanimous decision victory.

[[File:UFC 129.jpg|thumb|[[UFC 129]] shattered previous North American gate and attendance records.]]
This momentum carried into the summer of 2010 at [[UFC 116]], which featured the return of Brock Lesnar defending his UFC Heavyweight title against the undefeated interim-champion [[Shane Carwin]] before 1.25&nbsp;million PPV viewers.<ref>[http://www.fightofthenight.com/news/ufc-116-ppv-buy-rate-estimated-at-1-15-1-25-million/ UFC 116 PPV Buy Rate Estimated At 1.15–1.25 Million] {{Webarchive|url=https://web.archive.org/web/20100714035448/http://www.fightofthenight.com/news/ufc-116-ppv-buy-rate-estimated-at-1-15-1-25-million/ |date=July 14, 2010}}. Fightofthenight.Com (July 8, 2010). Retrieved on May 3, 2011.</ref> Lesnar survived an early barrage of Carwin's punches in a contest that was nearly stopped by referee Josh Rosenthal.<ref>[http://www.mmamania.com/2010/7/4/1551896/ufc-quick-quote-brock-lesnar UFC Quick Quote: Brock Lesnar thanks referee Josh Rosenthal after Shane Carwin win]. MMAmania.com. Retrieved on May 3, 2011.</ref> However, Lesnar recovered in the second round to submit Carwin via [[arm-triangle choke]] to retain the undisputed UFC Heavyweight Championship. The event as a whole was critically acclaimed in the media<ref>{{cite web |url=http://thebiglead.com/index.php/2010/07/06/ufc-116-the-greatest-ppv-ever/| archive-url=https://ghostarchive.org/archive/20211018/http://thebiglead.com/index.php/2010/07/06/ufc-116-the-greatest-ppv-ever/| archive-date=2021-10-18 |title=UFC 116: The Greatest PPV Ever? |work=TheBigLead.com |date=July 6, 2010 |last=Douglas |first=Stephen |access-date=July 2, 2011}}{{cbignore}}</ref><ref>{{cite web |url=http://cnmnewsnetwork.com/123334/ufc-116-carwin-vs-lesnar-fight-results-fight-card-and-highlights/ |title=UFC 116 Carwin vs Lesnar Fight Results, Fight Card and Highlights |date=July 5, 2010 |work=CNMNewsNetwork.com |last=Kyle |first=Aiden |access-date=July 2, 2011 |url-status=dead |archive-url=https://web.archive.org/web/20100711091544/http://cnmnewsnetwork.com/123334/ufc-116-carwin-vs-lesnar-fight-results-fight-card-and-highlights/ |archive-date=July 11, 2010}}</ref><ref>{{cite web |url=http://bleacherreport.com/articles/415454-ufc-116-main-card-review-and-fighter-report-cards| archive-url=https://ghostarchive.org/archive/20211018/http://bleacherreport.com/articles/415454-ufc-116-main-card-review-and-fighter-report-cards| archive-date=2021-10-18 |title=UFC 116: Main Card Review and Fighter Report Cards |work=[[Bleacher Report|BleacherReport.com]] |date=July 4, 2010 |last=Parfitt |first=Greg |access-date=July 2, 2011}}{{cbignore}}</ref> for living up to the hype with a number of exciting fights.

After a fifth round, last-minute victory by UFC Middleweight Champion Anderson Silva over [[Chael Sonnen]] at [[UFC 117]], Lesnar finally surrendered his belt to the undefeated [[Cain Velasquez]] via 1st-round TKO at [[UFC 121]]. The fight produced Velasquez's eighth knockout or technical knockout in his first nine MMA fights.<ref>[http://www.sherdog.com/fighter/Cain-Velasquez-19102 Cain Velasquez MMA Stats, Pictures, News, Videos, Biography]. Sherdog.com. Retrieved on May 3, 2011.</ref>

[[UFC 129]] featured Georges St-Pierre vs. [[Jake Shields]] at the [[Rogers Centre]] in [[Toronto]], Ontario, Canada and is currently the largest UFC event in North American history,<ref>{{cite web|url=http://www.fightline.com/fl/news/2010/1207/534499/dana-white/|title=UFC 131 And Fan Expo Weekend Announced for Toronto in April|work=Fightline.com|date=December 7, 2010|first=Raj|last=Giri|access-date=July 1, 2011|url-status=dead|archive-url=https://web.archive.org/web/20110711001558/http://www.fightline.com/fl/news/2010/1207/534499/dana-white/|archive-date=July 11, 2011}}</ref><ref>{{cite web|url=http://mmaweekly.com/ufc-129-st-pierre-vs-shields-set-for-42000-fans-at-rogers-centre-in-toronto| archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/ufc-129-st-pierre-vs-shields-set-for-42000-fans-at-rogers-centre-in-toronto| archive-date=2021-10-18|title=UFC 129: St-Pierre vs. Shields Set for 42,000 Fans at Rogers Centre in Toronto |publisher=MMA Weekly |date=January 26, 2011}}{{cbignore}}</ref> which coincided with a two-day UFC Fan Expo at the [[Enercare Centre|Direct Energy Centre]].<ref name="EXPO">{{cite web|url=http://www.ufc.com/news/Toronto-to-Host-First-Ever-Ontario-Event-on-Apr-30| archive-url=https://ghostarchive.org/archive/20211018/http://www.ufc.com/news/Toronto-to-Host-First-Ever-Ontario-Event-on-Apr-30| archive-date=2021-10-18 |title=Toronto to Host First-Ever Ontario Event on April 30 |publisher=UFC |date=December 7, 2010}}{{cbignore}}</ref><ref>{{cite web |url=http://mmajunkie.com/news/21653/ufc-131-official-for-april-30-at-rogers-centre-in-toronto.mma |title=UFC 131 official for April 30 at Rogers Centre in Toronto |publisher=MMA Junkie |date=December 7, 2010 |url-status=dead |archive-url=https://archive.today/20120711115510/http://mmajunkie.com/news/21653/ufc-131-official-for-april-30-at-rogers-centre-in-toronto.mma |archive-date=July 11, 2012}}</ref> The event sold out 55,000 tickets for gate revenues exceeding $11&nbsp;million,<ref name=ufctickets>{{cite web|url=http://mmaweekly.com/ufc-129-gate-receipts-total-11-million-eclipse-record| archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/ufc-129-gate-receipts-total-11-million-eclipse-record| archive-date=2021-10-18 |title=UFC 129 Gate Receipts Total $11 Million, Eclipse Record |work=MMAWeekly.com |last=Pishna |first=Ken |date=February 15, 2011 |access-date=July 1, 2011}}{{cbignore}}</ref> shattering previous MMA attendance and gate records in North America.<ref name=ufctickets/>

On November 5, 2016, the UFC had its first exhibition in New York City after years of being delayed by government officials and red tape with a dramatic first match, [[Conor McGregor]] vs. [[Eddie Alvarez]].<ref>{{cite web|last1=McGrath|first1=Stephen|title=Conor McGregor Proves Class Disparity, And Deserves UFC Equity|url=http://www.huffingtonpost.co.uk/stephen-mcgrath/conor-mcgregor-the-proves_b_12958938.html| archive-url=https://ghostarchive.org/archive/20211018/http://www.huffingtonpost.co.uk/stephen-mcgrath/conor-mcgregor-the-proves_b_12958938.html| archive-date=2021-10-18|work=[[The Huffington Post]]|date=November 14, 2016|access-date=November 22, 2016}}{{cbignore}}</ref>

====WEC merger====
[[File:Anthony Pettis WEC 53.jpg|thumb|left|[[Anthony Pettis]] weighs in for the final WEC event.]]
Zuffa, the parent company of the UFC, purchased World Extreme Cagefighting in late 2006 and held the first WEC event under new ownership on January 20, 2007.<ref>{{cite web |url= http://mmaweekly.com/wec-fighter-salary-breakdown-2| archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/wec-fighter-salary-breakdown-2| archive-date=2021-10-18 |title=WEC Fighter Salary Breakdown |date=January 22, 2007 |publisher=MMAWeekly |access-date=July 24, 2011}}{{cbignore}}</ref> Soon thereafter the WEC made its home on [[NBCSN|the Versus Network]] with its first event debuting on that network in June 2007.<ref>{{cite web |url= http://mmaweekly.com/wec-to-make-live-cable-tv-debut-on-june-3-2| archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/wec-to-make-live-cable-tv-debut-on-june-3-2| archive-date=2021-10-18 |title=WEC to Make Live Cable TV Debut on June 3 |date=April 4, 2007 |publisher=MMAWeekly|access-date=July 24, 2011}}{{cbignore}}</ref>

On October 28, 2010, Zuffa announced that WEC would merge with the UFC. The WEC held its final card on December 16, 2010. As a result of the merger, the UFC absorbed WEC's bantamweight, featherweight and lightweight weight divisions and their respective fighters. The UFC also made the last WEC Featherweight and Bantamweight Champions, [[José Aldo]] and [[Dominick Cruz]] respectively, the inaugural UFC Champions of their new weight divisions.<ref>Hawryluk, Matt. (October 28, 2010) [http://www.bloodyelbow.com/2010/10/28/1779797/dana-white-to-announce-ufc-merger-with-the-wec Dana White To Announce UFC Merger With the WEC]. Bloody Elbow. Retrieved on May 3, 2011.</ref>

Reed Harris, who started World Extreme Cagefighting with Scott Adams, had mixed emotions on the merger. "It's kind of like when your kid goes off to college: at first you're not happy, but after you think about it for a while, you're really happy," Harris said following the announcement. "At the end of the day, I never imagined this thing would be where we're at today. I'm extremely proud and happy that I was involved with something that will now be part of what may be, some day, the largest sports organization in the world."<ref>{{cite web |url=http://mmaweekly.com/ufc-wec-merger-reed-harris-proud-to-see-his-baby-grow-up-mma| archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/ufc-wec-merger-reed-harris-proud-to-see-his-baby-grow-up-mma| archive-date=2021-10-18 |title=UFC-WEC Merger: Reed Harris Proud to See His Baby Grow Up |date=October 28, 2010 |publisher=MMAWeekly |access-date=July 24, 2011}}{{cbignore}}</ref>

{{Clear}}

====Strikeforce purchase====
[[File:Strikeforce cage 2011-01-07.jpg|thumb|The [[Strikeforce (mixed martial arts)|Strikeforce]] cage]]
On March 12, 2011, Dana White announced that Zuffa had purchased [[Strikeforce (mixed martial arts)|Strikeforce]].<ref>{{cite web|url=http://www.mmafighting.com/2011/03/12/zuffa-purchases-strikeforce/| archive-url=https://ghostarchive.org/archive/20211018/http://www.mmafighting.com/2011/03/12/zuffa-purchases-strikeforce/| archive-date=2021-10-18|title=Zuffa purchases Strikeforce|work=MMA Fighting|date=March 12, 2011}}{{cbignore}}</ref> White said that Strikeforce will operate as an independent promotion, and that CEO [[Scott Coker]] will continue to run the promotion. Coker announced the return of [[Fedor Emelianenko]] on an unspecified July or August event and said that Zuffa-owned company would continue to co-promote with M-1 Global.<ref>{{cite web|url=http://www.mmafighting.com/2011/03/24/strikeforce-targeting-summer-return-for-fedor-fight-with-dan-he/| archive-url=https://ghostarchive.org/archive/20211018/http://www.mmafighting.com/2011/03/24/strikeforce-targeting-summer-return-for-fedor-fight-with-dan-he/| archive-date=2021-10-18|title=Strikeforce targeting summer return for Fedor, fight with Henderson unlikely|work=MMA Fighting|date=March 24, 2011}}{{cbignore}}</ref> After an extension was reached to continue Strikeforce through 2012, the promotion's heavyweight division (sans Heavyweight Grand Prix finalists) was merged into the UFC, and the promotion's Challengers series was ended.

The final Strikeforce show was [[Strikeforce: Marquardt vs. Saffiedine]] on January 12, 2013, after which the promotion was dissolved and all fighter contracts were either ended or absorbed into the UFC.

====Fox partnership====
{| class="wikitable" style="float:right;"
|+'''''UFC on Fox'' [[Nielsen ratings]]'''
|-
!Event!!Date!!Rating!!Share!!Viewers!!Ref.
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Velasquez vs. dos Santos|Velasquez vs. dos Santos]]||November 12, 2011||3.1||5||5.7 million||<ref>{{cite web |url= http://tvbythenumbers.zap2it.com/2011/11/13/ufc-on-fox-debut-scores-big-most-watched-ufc-event-ever/110476/ |archive-url= https://web.archive.org/web/20111116150139/http://tvbythenumbers.zap2it.com/2011/11/13/ufc-on-fox-debut-scores-big-most-watched-ufc-event-ever/110476/ |url-status= dead |archive-date= November 16, 2011 |title=UFC on Fox Debut Scores Big – Most-Watched UFC Event Ever |date=November 13, 2011 |publisher=TV by the Numbers |access-date=February 13, 2012}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[2012 in UFC#UFC on Fox: Evans vs. Davis|Evans vs. Davis]]||January 28, 2012||2.6||5||4.7 million||<ref>{{cite web |url= http://tvbythenumbers.zap2it.com/2012/01/31/ufc-on-fox-dominates-primetime-ratings-in-key-demos/118262/ |archive-url= https://web.archive.org/web/20120205122713/http://tvbythenumbers.zap2it.com/2012/01/31/ufc-on-fox-dominates-primetime-ratings-in-key-demos/118262/ |url-status= dead |archive-date= February 5, 2012 |title=UFC on Fox Dominates Primetime Ratings in Key Demos |date=January 31, 2012 |publisher=TV by the Numbers |access-date=February 13, 2012}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Diaz vs. Miller|Diaz vs. Miller]]||May 5, 2012||1.5||3||2.4 million||<ref>{{cite web |url= http://www.mmafighting.com/ufc/2012/5/8/3007495/ufc-on-fox-3-television-ratings-diaz-miller-mma-news| archive-url=https://ghostarchive.org/archive/20211018/http://www.mmafighting.com/ufc/2012/5/8/3007495/ufc-on-fox-3-television-ratings-diaz-miller-mma-news| archive-date=2021-10-18 |title=UFC on Fox 3 Television Ratings |date=May 8, 2012 |work=MMA Fighting |access-date=May 8, 2012}}{{cbignore}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Shogun vs. Vera|Shogun vs. Vera]]||August 4, 2012||1.4||3||2.4 million||<ref>{{cite web|url=http://mmajunkie.com/news/30071/ufc-on-fox-4-ratings-numbers-hold-steady-for-network-televised-event.mma|title=UFC on Fox 4 ratings: Numbers hold steady for network-televised event|date=August 7, 2012|publisher=MMA Junkie |access-date=August 7, 2012|url-status=dead|archive-url=https://archive.today/20130128233750/http://www.mmajunkie.com/news/2012/08/ufc-on-fox-4-ratings-numbers-hold-steady-for-network-televised-event|archive-date=January 28, 2013}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Henderson vs. Diaz|Henderson vs. Diaz]]||December 8, 2012||2.5||5||4.4 million||<ref>{{cite web |url= http://mmapayout.com/2012/12/payouts-and-updated-ratings-for-ufc-on-fox-5/| archive-url=https://ghostarchive.org/archive/20211018/http://mmapayout.com/2012/12/payouts-and-updated-ratings-for-ufc-on-fox-5/| archive-date=2021-10-18|title=Payouts and updated ratings for UFC on Fox 5|date=December 12, 2012 |publisher=MMA Payout |access-date=December 12, 2012}}{{cbignore}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Johnson vs. Dodson|Johnson vs. Dodson]]||January 26, 2013||2.4||5||4.2 million||<ref>{{cite web |url= http://www.sportsmediawatch.com/2013/02/final-ratings-off-slightly-for-ufc-on-fox-6/| archive-url=https://ghostarchive.org/archive/20211018/http://www.sportsmediawatch.com/2013/02/final-ratings-off-slightly-for-ufc-on-fox-6/| archive-date=2021-10-18|title=Final Ratings Off Slightly For UFC on Fox 6|date=February 2, 2013 |publisher=Sports Media Watch |access-date=February 2, 2013}}{{cbignore}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Henderson vs. Melendez|Henderson vs. Melendez]]||April 20, 2013||2.2||4||3.7 million||<ref>{{cite web |url= http://mmapayout.com/2013/04/updated-ufc-on-fox-7-ratings-3-7-million/| archive-url=https://ghostarchive.org/archive/20211018/http://mmapayout.com/2013/04/updated-ufc-on-fox-7-ratings-3-7-million/| archive-date=2021-10-18|title=Updated UFC on Fox 7 ratings: 3.7 million|date=April 23, 2013 |publisher=MMA Payout |access-date=April 23, 2013}}{{cbignore}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Johnson vs. Moraga|Johnson vs. Moraga]]||July 27, 2013||1.5||3||2.4 million||<ref>{{cite web|url=http://tvbythenumbers.zap2it.com/2013/07/30/strong-gold-cup-and-ufc-ratings-power-fox-sports/194770/|title='Strong Gold Cup and UFC Ratings Power Fox Sports|date=July 30, 2013|publisher=TV by the Numbers|access-date=August 29, 2013|archive-url=https://web.archive.org/web/20130905195034/http://tvbythenumbers.zap2it.com/2013/07/30/strong-gold-cup-and-ufc-ratings-power-fox-sports/194770/|archive-date=September 5, 2013|url-status=dead}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Johnson vs. Benavidez 2|Johnson vs. Benavidez 2]]||December 14, 2013||1.8||3||2.8 million||<ref>{{cite web |url= http://www.mmatorch.com/artman2/publish/UFC_2/article_19647.shtml#.UuRI_xBpTIU| archive-url=https://ghostarchive.org/archive/20211018/http://www.mmatorch.com/artman2/publish/UFC_2/article_19647.shtml#.UuRI_xBpTIU| archive-date=2021-10-18|title=Final ratings in for UFC on Fox 9 "Johnson vs. Benavidez II|date=December 19, 2013 |publisher=MMA Torch |access-date=December 19, 2013}}{{cbignore}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Henderson vs. Thomson|Henderson vs. Thomson]]||January 25, 2014||1.9||3||3.2 million||<ref>{{cite web |url= http://www.sportsmediawatch.com/2014/01/tv-ratings-ufc-on-fox-10-down-from-last-year-also-local-national-nba/| archive-url=https://ghostarchive.org/archive/20211018/http://www.sportsmediawatch.com/2014/01/tv-ratings-ufc-on-fox-10-down-from-last-year-also-local-national-nba/| archive-date=2021-10-18|title=TV Ratings: "UFC on Fox 10" Down From Last Year (Also: Local, National NBA)|date=January 31, 2014 |publisher=TV by the Numbers |access-date=January 31, 2014}}{{cbignore}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Werdum vs. Browne|Werdum vs. Browne]]||April 19, 2014||1.6||3||2.5 million||<ref>{{cite web |url= http://www.sportsbusinessdaily.com/Daily/Issues/2014/04/25/Media/Final-Ratings.aspx?hl=ufc&sc=0|title=Final Ratings: ESPN "Bad Boys" Documentary Premiere Draws 1.8 Million Viewers|date=April 25, 2014 |publisher=SportBusinessDaily |access-date=April 25, 2014}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Lawler vs. Brown|Lawler vs. Brown]]||July 26, 2014||1.5||3||2.5 million||<ref>{{cite web |url= http://mmapayout.com/2014/07/ufc-on-fox-12-2-5-million-viewers/| archive-url=https://ghostarchive.org/archive/20211018/http://mmapayout.com/2014/07/ufc-on-fox-12-2-5-million-viewers/| archive-date=2021-10-18|title=UFC on Fox 12: 2.5 million viewers|date=July 26, 2014 |publisher=MMA Payout |access-date=July 29, 2014}}{{cbignore}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: dos Santos vs. Miocic|dos Santos vs. Miocic]]||December 13, 2014||1.6||3||2.8 million||<ref>{{cite web|url=http://www.mmafighting.com/2014/12/17/7406553/ratings-report-dos-santos-vs-miocic-fox-show-pulls-in-2-8-million| archive-url=https://ghostarchive.org/archive/20211018/http://www.mmafighting.com/2014/12/17/7406553/ratings-report-dos-santos-vs-miocic-fox-show-pulls-in-2-8-million| archive-date=2021-10-18|title=Ratings report: Dos Santos vs. Miocic Fox show pulls in 2.8 million viewers|date=December 17, 2014|work=MMA Fighting|access-date=March 14, 2015}}{{cbignore}}</ref>
|- style="text-align:right;"
|style="text-align:left"|[[UFC on Fox: Gustafsson vs. Johnson|Gustafsson vs. Johnson]]||January 24, 2015||1.8||4||3.0 million||<ref>{{cite web|url=http://www.mmafighting.com/2015/1/27/7925717/ufc-on-fox-14-peaked-at-3-65-million-viewers| archive-url=https://ghostarchive.org/archive/20211018/http://www.mmafighting.com/2015/1/27/7925717/ufc-on-fox-14-peaked-at-3-65-million-viewers| archive-date=2021-10-18|title=UFC on Fox 14 peaked at 3.65 million viewers|date=January 27, 2015|work=MMA Fighting|access-date=March 14, 2015}}{{cbignore}}</ref>
|}
On August 18, 2011, The Ultimate Fighting Championship and Fox announced a seven-year broadcast deal through the [[Fox Sports (United States)|Fox Sports]] subsidiary, effectively ending the UFC's [[Spike (TV network)|Spike TV]] and Versus (now [[NBC Sports Network]]) partnership. The deal includes four events on the main Fox network, 32 live Friday night fights per year on their cable network [[FX (TV channel)|FX]], 24 events following ''[[The Ultimate Fighter]]'' reality show and six separate Fight Night events.

The promotion's first broadcast television event – [[UFC on Fox: Velasquez vs. dos Santos]] – broke form by showcasing only one fight to television viewers. In the main event, [[Junior dos Santos]] abruptly dethroned then-undefeated UFC heavyweight champion [[Cain Velasquez]] by knock-out at 1:04 in the first round. The telecast peaked with 8.8 million viewers tuning into the fight with an average audience of 5.7 million, making it by far the most-watched MMA event of all-time and the most-watched combat sports event since 2003's HBO bout between [[Lennox Lewis]] and [[Vitali Klitschko]].<ref>{{cite web|url=http://tvbythenumbers.zap2it.com/2011/11/13/ufc-on-fox-debut-scores-big-most-watched-ufc-event-ever/110476/ |archive-url=https://web.archive.org/web/20111116150139/http://tvbythenumbers.zap2it.com/2011/11/13/ufc-on-fox-debut-scores-big-most-watched-ufc-event-ever/110476/ |url-status=dead |archive-date=November 16, 2011 |title=UFC on Fox Debut Scores Big – Most-Watched UFC Event Ever – Ratings |website=TV by the Numbers |date=November 13, 2011 |access-date=November 19, 2012}}</ref>

One of the other programming opportunities that emerged was a weekly UFC magazine-style show. When asked about potential for a weekly magazine-style series, UFC CEO Lorenzo Fertitta responded, "Not only weekly, but potentially, multiple times per week you'll have a UFC magazine (show)."<ref>{{cite web |url= http://mmaweekly.com/ufc-ceo-lorenzo-fertitta-says-ufc-magazine-style-show-already-in-discussions| archive-url=https://ghostarchive.org/archive/20211018/http://mmaweekly.com/ufc-ceo-lorenzo-fertitta-says-ufc-magazine-style-show-already-in-discussions| archive-date=2021-10-18 |title=UFC CEO Lorenzo Fertitta Says UFC Magazine-Style Show Already in Discussions|date=August 18, 2011 |publisher=MMAWeekly |access-date=August 18, 2011}}{{cbignore}}</ref> The UFC maintained production control of its product including use of its broadcast team, [[Mike Goldberg]] and [[Joe Rogan]]. Fox Sports produced pre- and post-shows.

====Women's MMA====
{{Main|Women's mixed martial arts}}
[[File:Ronda Rousey retouch.jpg|thumb|left|[[Ronda Rousey]] was the first female UFC champion. She defended her 135-pound Bantamweight Championship from February 23, 2013, to November 15, 2015.]]
On November 16, 2012, the eve of [[UFC 154|UFC 154: St. Pierre vs. Condit]], Dana White confirmed the UFC would feature women's MMA with the signing of its first female fighter, Strikeforce bantamweight champion [[Ronda Rousey]].<ref>{{cite web|url=https://www.espn.com/mma/story/_/id/8639858/ronda-rousey-becomes-first-female-sign-ufc-deal| archive-url=https://ghostarchive.org/archive/20211018/http://espn.go.com/mma/story/_/id/8639858/ronda-rousey-becomes-first-female-sign-ufc-deal| archive-date=2021-10-18 |title=Ronda Rousey becomes first female to sign UFC deal – ESPN |work=ESPN |date=January 1, 2008 |access-date=November 19, 2012}}{{cbignore}}</ref> She subsequently became the first female UFC champion, the first Olympic medalist with a UFC title, and the first woman to defend a UFC title. She would successfully defend her title six times.

On December 11, 2013, the UFC purchased the contracts of 11 female fighters from [[Invicta Fighting Championships]] to launch its 115-pound [[Strawweight (MMA)|Strawweight]] division. Eight of the Invicta fighters took part in the 20th season of ''[[The Ultimate Fighter]]'', ''[[The Ultimate Fighter: A Champion Will Be Crowned|The Ultimate Fighter: Team Pettis vs. Team Melendez]]'', along with eight additional fighters signed up for the tournament via open tryouts.<ref>{{cite web|url=http://www.bloodyelbow.com/2014/4/28/5662594/tuf-20-36-women-vying-eight-8-spots-claudia-gadelha-and-juliana-lima-out-tryouts| archive-url=https://ghostarchive.org/archive/20211018/http://www.bloodyelbow.com/2014/4/28/5662594/tuf-20-36-women-vying-eight-8-spots-claudia-gadelha-and-juliana-lima-out-tryouts| archive-date=2021-10-18 |title=TUF 20 Tryouts: 36 women vying for 8 spots, Claudia Gadelha and Juliana Lima officially out |author=Lau, Eriksson|publisher=BloodyElbow.com|date=April 28, 2014|access-date=March 25, 2016}}{{cbignore}}</ref> Season winner, [[Invicta Fighting Championships#Strawweight Championship|Invicta FC's Strawweight Champion]], [[Carla Esparza]] became the first UFC women's strawweight champion, defeating [[Rose Namajunas]] in the finale. Other fighters on the show included [[Felice Herrig]], [[Tecia Torres]], [[Joanne Calderwood]], [[Bec Rawlings|Bec Hyatt]], [[Randa Markos]], [[Jessica Penne]], and [[Joanna Jędrzejczyk]].<ref>{{cite web|url=http://www.mmaweekly.com/ufc-picks-up-11-female-fighters-to-create-115-pound-womens-division| archive-url=https://ghostarchive.org/archive/20211018/http://www.mmaweekly.com/ufc-picks-up-11-female-fighters-to-create-115-pound-womens-division| archive-date=2021-10-18 |title=UFC Picks Up 11 Female Fighters to Create 115-Pound Women's Division |publisher=MMAWeekly.com |date=December 11, 2013 |access-date=December 11, 2013}}{{cbignore}}</ref>

====International expansion====
The first UFC event to be held outside the [[contiguous United States]] was [[UFC 8]] in Puerto Rico, a US territory, in 1996.

Canada has hosted events 18 times, starting with [[UFC 83]] in 2008 and most recently in 2024 with [[UFC 297|UFC Fight Night 246]].<ref>{{cite web|url=http://mmajunkie.com/2015/03/tom-wright-ufc-186-plus-two-more-events-on-tap-for-canada-in-2015| archive-url=https://ghostarchive.org/archive/20211018/http://mmajunkie.com/2015/03/tom-wright-ufc-186-plus-two-more-events-on-tap-for-canada-in-2015| archive-date=2021-10-18|title=Tom Wright: UFC 186, plus two more events, on tap for Canada in 2015|publisher=mmajunkie.com|author=Mike Bohn|date=March 6, 2015|access-date=June 26, 2015}}{{cbignore}}</ref> UFC's second biggest event to date was also in Canada, as [[UFC 129]] held at Rogers Centre featured a record-breaking attendance of 55,724.<ref>{{cite web|url=http://mmajunkie.com/news/23448/ufc-129-sets-attendance-and-live-gate-records-55724-for-12-1-million.mma| archive-url=https://ghostarchive.org/archive/20211018/http://mmajunkie.com/news/23448/ufc-129-sets-attendance-and-live-gate-records-55724-for-12-1-million.mma| archive-date=2021-10-18|title=UFC 129 sets attendance and live-gate records: 55,724 for $12.1 million|publisher=mmajunkie.com|date=May 1, 2011}}{{cbignore}}</ref>

The United Kingdom has been home to 18 events. The first was [[UFC 38]] held in London in 2002. UFC returned to the United Kingdom in 2007 with [[UFC 70]], and visited [[Northern Ireland]] for [[UFC 72]]. The UK's most recent event was in Manchester, England with [[UFC 304]] in 2024. Ireland has held [[UFC 93]] in 2009 and [[UFC Fight Night: McGregor vs. Brandao]] 5 years later.<ref>{{cite web|url=http://www.ufc.com/news/UFC-Returns-to-Dublin-in-July| archive-url=https://ghostarchive.org/archive/20211018/http://www.ufc.com/news/UFC-Returns-to-Dublin-in-July| archive-date=2021-10-18|title=UFC returns to Dublin in July|publisher=UFC |author=<!--Not stated-->|access-date=April 29, 2014|date=April 29, 2014}}{{cbignore}}</ref> In continental Europe, Germany has hosted 6 times, the first being [[UFC 99]] in 2009, [[UFC 122]] in 2010, [[UFC Fight Night: Munoz vs. Mousasi]] in 2014, [[UFC Fight Night: Jędrzejczyk vs. Penne]] in 2015, [[UFC Fight Night: Arlovski vs. Barnett]] in 2016,<ref>{{cite web|url=http://mmajunkie.com/2015/01/ufc-announces-ufc-fight-night-69-in-germany-ufc-fight-night-73-in-scotland| archive-url=https://ghostarchive.org/archive/20211018/http://mmajunkie.com/2015/01/ufc-announces-ufc-fight-night-69-in-germany-ufc-fight-night-73-in-scotland| archive-date=2021-10-18|title=UFC announces UFC Fight Night 69 in Germany, UFC Fight Night 73 in Scotland|publisher=mmajunkie.com|author=John Morgan|date=January 23, 2015|access-date=June 26, 2015}}{{cbignore}}</ref> and most recently, [[UFC Fight Night: Shogun vs. Smith]] in 2018. Sweden has hosted 3 times, starting with [[UFC on Fuel TV: Gustafsson vs. Silva]] in 2012, and recently with [[UFC on Fox: Gustafsson vs. Johnson]] in 2015.<ref>{{cite web|url=http://mmajunkie.com/2014/11/alexander-gustafsson-vs-anthony-johnson-slated-for-ufc-on-fox-14-in-sweden| archive-url=https://ghostarchive.org/archive/20211018/http://mmajunkie.com/2014/11/alexander-gustafsson-vs-anthony-johnson-slated-for-ufc-on-fox-14-in-sweden| archive-date=2021-10-18|title=Alexander Gustafsson vs. Anthony Johnson slated for UFC on Fox 14 in Sweden|publisher=mmajunkie.com|author=Dann Stupp|date=November 12, 2014|access-date=June 26, 2015}}{{cbignore}}</ref><ref>{{cite web|url=http://www.ufc.com/news/Gustafsson-vs-Johnson-Headlines-Stockholm-Event-in-Jan| archive-url=https://ghostarchive.org/archive/20211018/http://www.ufc.com/news/Gustafsson-vs-Johnson-Headlines-Stockholm-Event-in-Jan| archive-date=2021-10-18|title=Gustafsson vs. Johnson headlines Stockholm event in January|publisher=UFC |date=November 12, 2014|access-date=November 12, 2014}}{{cbignore}}</ref> [[Poland]] had its first event with [[UFC Fight Night: Gonzaga vs. Cro Cop 2]] in 2015.<ref>{{cite web|url=http://mmajunkie.com/2015/01/ufc-fight-night-64-heads-to-poland-with-cro-cop-gonzaga-ii-blachowicz-manuwa| archive-url=https://ghostarchive.org/archive/20211018/http://mmajunkie.com/2015/01/ufc-fight-night-64-heads-to-poland-with-cro-cop-gonzaga-ii-blachowicz-manuwa| archive-date=2021-10-18|title=UFC Fight Night 64 heads to Poland with Cro Cop-Gonzaga II, Blachowicz-Manuwa|publisher=mmajunkie.com|author=<!--Not stated-->|date=January 23, 2015|access-date=June 26, 2015}}{{cbignore}}</ref>

The first Brazilian event was [[UFC Brazil|UFC Brazil: Ultimate Brazil]], held in São Paulo in 1998. The promotion did not return to Brazil until 2011 for [[UFC 134]], but since then, the country has hosted a further 20 events. Its most recent visit was [[UFC Fight Night: Condit vs. Alves]].<ref>{{cite web|url=http://www.bloodyelbow.com/2015/3/18/8243683/mma-news-carlos-condit-vs-thiago-alves-ufc-fight-night-main-event-goiania| archive-url=https://ghostarchive.org/archive/20211018/http://www.bloodyelbow.com/2015/3/18/8243683/mma-news-carlos-condit-vs-thiago-alves-ufc-fight-night-main-event-goiania| archive-date=2021-10-18|title=Carlos Condit vs. Thiago Alves set as UFC Fight Night main event in Goiania|publisher=bloodyelbow.com|author=Mookie Alexander|date=March 18, 2015|access-date=June 26, 2015}}{{cbignore}}</ref><ref>{{cite news|url=http://www.ufc.com/news/Condit-Comeback-Begins-Against-Alves-in-May| archive-url=https://ghostarchive.org/archive/20211018/http://www.ufc.com/news/Condit-Comeback-Begins-Against-Alves-in-May| archive-date=2021-10-18|title=Condit comeback begins against Alves in May|publisher=ufc.com|author=Thomas Gerbasi|date=March 20, 2015|access-date=June 26, 2015}}{{cbignore}}</ref> In 2014, [[Mexico]] became the second country in [[Latin America]] to host an event with [[UFC 180]],<ref>{{cite web|url=http://www.ufc.com/news/Viva-Mexico-The-UFC-and-TUF-Head-South| archive-url=https://ghostarchive.org/archive/20211018/http://www.ufc.com/news/Viva-Mexico-The-UFC-and-TUF-Head-South| archive-date=2021-10-18|title=Viva Mexico – The UFC and TUF head South|publisher=UFC |access-date=June 26, 2015|date=April 29, 2014}}{{cbignore}}</ref> followed by a second event, [[UFC 188]], in 2015.<ref>{{cite web|url=http://www.ufc.com/news/Velasquez-vs-Werdum-Set-for-June-13-in-Mexico-City| archive-url=https://ghostarchive.org/archive/20211018/http://www.ufc.com/news/Velasquez-vs-Werdum-Set-for-June-13-in-Mexico-City| archive-date=2021-10-18|title=Velasquez vs. Werdum Set for June 13 in Mexico City|publisher=UFC|author=Thomas Gerbasi|date=February 22, 2015|access-date=June 26, 2015}}{{cbignore}}</ref>

Seven UFC events have been held in Australia, beginning with [[UFC 110]] in 2010 and most recently in December 2018 with [[UFC Fight Night 142]].<ref>{{cite news|url=https://www.ufc.com/event/ufc-australia-2018/| archive-url=https://ghostarchive.org/archive/20211018/https://www.ufc.com/event/ufc-australia-2018/| archive-date=2021-10-18|work=UFC|date=2018|title=UFC Fight Night: Dos Santos vs Tuivasa|publisher=Adelaide Entertainment Centre |location=Adelaide Australia |access-date=December 23, 2018}}{{cbignore}}</ref> [[New Zealand]] held its first event in 2014, [[UFC Fight Night: Te Huna vs. Marquardt]].<ref>{{cite web|url=http://www.ufc.com/news/The-UFC-Comes-To-New-Zealand| archive-url=https://ghostarchive.org/archive/20211018/http://www.ufc.com/news/The-UFC-Comes-To-New-Zealand| archive-date=2021-10-18|title=The UFC Comes to New Zealand|publisher=UFC |author=<!--Not stated-->|date=April 7, 2014|access-date=June 26, 2015}}{{cbignore}}</ref> Its most recent event was [[UFC Fight Night: Felder vs. Hooker]] in February 2020.

In Asia, the UFC has visited 5 countries. Japan had its first visit in 1997 for [[UFC Japan: Ultimate Japan]]. The UFC only returned to the country in 2012, with [[UFC 144]]. its last visit was in 2014 for [[UFC Fight Night: Hunt vs. Nelson]], the seventh event there.<ref>{{cite web|url=http://www.ufc.com/event/ufc-fight-night-saitama-arena-japan|title=UFC Fight Night: Hunt vs. Nelson|publisher=Ultimate Fighting Championship|access-date=June 26, 2015|archive-url=https://web.archive.org/web/20150626191936/http://www.ufc.com/event/ufc-fight-night-saitama-arena-japan|archive-date=June 26, 2015|url-status=dead}}</ref> The promotion has also featured 3 visits to the [[United Arab Emirates]]. The first was in 2010 for [[UFC 112]] the second in 2014 for [[UFC Fight Night: Nogueira vs. Nelson]]<ref>{{cite web|url=http://mmajunkie.com/2014/01/date-broadcast-info-for-ufcs-return-to-abu-dhabi-roy-nelson-vs-big-nog-headliner/| archive-url=https://ghostarchive.org/archive/20211018/http://mmajunkie.com/2014/01/date-broadcast-info-for-ufcs-return-to-abu-dhabi-roy-nelson-vs-big-nog-headliner/| archive-date=2021-10-18|title=Date, broadcast info for UFC's return to Abu Dhabi, Roy Nelson vs. 'Big Nog' headliner
|publisher=mmajunkie.com|author=Dann Stupp and Matt Erickson|access-date=June 26, 2015|date=January 30, 2014}}{{cbignore}}</ref> and the third in 2024 for [[UFC on ABC: Sandhagen vs. Nurmagomedov]].<ref>{{Cite web |date=2024-07-25 |title=UFC Abu Dhabi: Sandhagen x Nurmagomedov |url=https://www.ufc.com.br/event/ufc-fight-night-august-03-2024 |access-date=2024-08-04 |website=ufc.com.br |language=pt-br}}</ref> The promotion has also visited [[Macau]] in 3 occasions: China's [[Special administrative regions of China|special administrative region]] was first visited in 2012 with [[UFC on Fuel TV: Franklin vs. Le]] and last visited in 2014 for [[UFC Fight Night: Bisping vs. Le]].<ref>{{cite web|url=http://www.ufc.com/news/UFC-Returns-to-China-with-Bisping-vs-Le| archive-url=https://ghostarchive.org/archive/20211018/http://www.ufc.com/news/UFC-Returns-to-China-with-Bisping-vs-Le| archive-date=2021-10-18|title=UFC returns to China with Bisping vs, Le|publisher=UFC |author=<!--Not stated-->|access-date=June 26, 2015|date=May 25, 2014}}{{cbignore}}</ref> The promotion has also visited [[Singapore]] with [[UFC Fight Night: Saffiedine vs. Lim]] in 2014.<ref>{{cite web|url=http://mmajunkie.com/2013/08/ufc-announces-jan-4-for-debut-event-in-singapore| archive-url=https://ghostarchive.org/archive/20211018/http://mmajunkie.com/2013/08/ufc-announces-jan-4-for-debut-event-in-singapore| archive-date=2021-10-18|title=UFC announces Jan 4 for debut event in Singapore|publisher=mmajunkie.com|author=<!--Not stated-->|date=August 29, 2013|access-date=June 26, 2015}}{{cbignore}}</ref> The [[Philippines]] was the most recent Asian country that the UFC has visited, with [[UFC Fight Night: Edgar vs. Faber]] in 2015.<ref>{{cite web|url=http://www.ufc.com/news/UFC-Announces-First-Event-in-Manila| archive-url=https://ghostarchive.org/archive/20211018/http://www.ufc.com/news/UFC-Announces-First-Event-in-Manila| archive-date=2021-10-18|title=UFC Announces First Event in Manila|publisher=UFC |author=<!--Not stated-->|date=January 28, 2015|access-date=June 26, 2015}}{{cbignore}}</ref>

[[The Ultimate Fighter]] has had international editions as well: Brazil (since 2012), Australia (vs. United Kingdom – 2012), China (2013), Canada (vs. Australia – 2014), and Latin America (2014).

====TRT ban====
On February 27, 2014, the Nevada State Athletic Commission banned the use of [[Androgen replacement therapy|Testosterone Replacement Therapy]] (TRT). The UFC followed suit and banned the use of TRT for any of its events, including international markets where the UFC oversees regulatory efforts.<ref>{{cite web|url=http://mmanuts.com/news/ufc-issues-statement-nevada-trt-decision/| archive-url=https://ghostarchive.org/archive/20211018/http://mmanuts.com/news/ufc-issues-statement-nevada-trt-decision/| archive-date=2021-10-18|title=UFC Issues Statement on Nevada TRT Decision|publisher=mmanuts.com|author=Dave Walsh |date=February 27, 2014|access-date= February 27, 2014}}{{cbignore}}</ref>

====Lawsuits over contractual treatment of fighters====
===== Class action: Le vs Zuffa (UFC) anti-trust lawsuit =====
In December 2014, an [[United States antitrust law|antitrust lawsuit]] was filed against Zuffa by several fighters, claiming the organization restricts control over fighters' careers and earning potential.<ref>{{cite web|url = https://www.espn.com/mma/story/_/id/12037883/antitrust-lawsuit-filed-ufc-parent-company-claims-monopoly| archive-url=https://ghostarchive.org/archive/20211018/http://espn.go.com/mma/story/_/id/12037883/antitrust-lawsuit-filed-ufc-parent-company-claims-monopoly| archive-date=2021-10-18|title = Fighters claim UFC restricts earnings|date = December 16, 2014|access-date = January 5, 2015|website = espn.com|last = Barr|first = John}}{{cbignore}}</ref> The case moved to Nevada federal court, where Zuffa was denied its motion to stay [[Discovery (law)|discovery]] for 15 years of its financial records.<ref>{{cite web|url=http://www.bloodyelbow.com/2015/5/14/8604095/ufc-fighter-monopoloy-lawsuit-zuffa-files-motion-to-stay-discovery-of-15-years/in/7162628| archive-url=https://ghostarchive.org/archive/20211018/http://www.bloodyelbow.com/2015/5/14/8604095/ufc-fighter-monopoloy-lawsuit-zuffa-files-motion-to-stay-discovery-of-15-years/in/7162628| archive-date=2021-10-18|title=Zuffa files motion to stay discovery of '15 years of Zuffa's financial statements'|author=John S. Nash|date=May 14, 2015|work=Bloody Elbow}}{{cbignore}}</ref><ref>{{cite web|url=http://www.bloodyelbow.com/2015/7/28/9064379/ufc-fighters-lawsuit-judge-denies-motion-discovery-antitrust/in/7162628| archive-url=https://ghostarchive.org/archive/20211018/http://www.bloodyelbow.com/2015/7/28/9064379/ufc-fighters-lawsuit-judge-denies-motion-discovery-antitrust/in/7162628| archive-date=2021-10-18|title=Judge denies UFC's motion to stay discovery in antitrust lawsuit|author=John S. Nash|date=July 29, 2015|work=Bloody Elbow}}{{cbignore}}</ref>

This caused an ongoing debate and struggle over how UFC sensitive information should be handled, and who may view it. Especially concerning MMAFA founder, Rob Maysey who has taken the lead in representing the former athletes and has stated he hopes to achieve reforms similar to the [[Muhammad Ali Boxing Reform Act|Ali Act]] (2000).<ref>{{cite AV media|url=https://www.youtube.com/watch?v=T3CiNZN7rd4|title=Wanderlei Silva & MMAFA push for Muhammad Ali Act in MMA|date=August 3, 2015|via=YouTube}}</ref>

Later that year, a 12–16 month investigation began that was expected to last until sometime between September 2016 to January 2017.<ref>{{cite web|url=http://www.bloodyelbow.com/2015/10/1/9430995/ufc-loses-two-motions-discovery-antitrust-lawsuit-mma-news/in/7162628| archive-url=https://ghostarchive.org/archive/20211018/http://www.bloodyelbow.com/2015/10/1/9430995/ufc-loses-two-motions-discovery-antitrust-lawsuit-mma-news/in/7162628| archive-date=2021-10-18|title=UFC loses two motions in antitrust lawsuit, full discovery to begin|author=Paul Gift|date=October 1, 2015|work=Bloody Elbow}}{{cbignore}}</ref> Thus far, both sides have provided over 100,000 documents.<ref>{{cite web|url=http://www.bloodyelbow.com/2015/11/17/9748132/ufc-lawsuit-update-plaintiffs-argue-discovery-108000-documents-produced-mma-news/in/7162628| archive-url=https://ghostarchive.org/archive/20211018/http://www.bloodyelbow.com/2015/11/17/9748132/ufc-lawsuit-update-plaintiffs-argue-discovery-108000-documents-produced-mma-news/in/7162628| archive-date=2021-10-18|title=UFC lawsuit: Promotion, fighters argue over discovery, 108,000 documents produced|author=Paul Gift|date=November 17, 2015|work=[[Bloody Elbow]]}}{{cbignore}}</ref>

It is estimated that the UFC shares between 16% and 22% of its revenue with fighters, which is vastly lower than sports leagues such as the NBA, MLB, and NHL, which share approximately half of the revenue with their athletes.<ref>{{Cite web|last=Bissell|first=Tim|date=2021-08-07|title=UFC COO claims illegal streamers are taking money out of fighters' pockets|url=https://www.bloodyelbow.com/2021/8/7/22614175/ufc-illegal-streamers-are-taking-money-out-of-fighters-pockets-lawrence-epstein-fighter-pay-mma-news| archive-url=https://ghostarchive.org/archive/20211018/https://www.bloodyelbow.com/2021/8/7/22614175/ufc-illegal-streamers-are-taking-money-out-of-fighters-pockets-lawrence-epstein-fighter-pay-mma-news| archive-date=2021-10-18|access-date=2021-08-07|work=[[Bloody Elbow]]}}{{cbignore}}</ref>

There have been several ongoing lawsuits over the contractual treatment of UFC fighters. One of the most recent cases was filed in 2020 by a group of fighters led by Cung Le and Nate Quarry. They alleged that the UFC violated antitrust laws by engaging in anti-competitive practices that kept fighter pay artificially low. The plaintiffs argued that the UFC's practice of using long-term exclusive contracts and "champion's clauses" (which extend a fighter's contract automatically if they win a title) was intended to suppress fighter pay and prevent them from negotiating with other promotions. They also claimed that the UFC engaged in various other anti-competitive practices, such as blocking fighters from using their own image and likeness rights and taking a significant portion of revenue from merchandise sales. The case was initially dismissed by a judge in 2020, but the fighters appealed the decision and in 2021 the appeals court revived the lawsuit and sent it back to the lower court for further proceedings. On October 1, 2023, Zuffa's appeal to the [[Ninth Circuit court]] in its antitrust lawsuit has been denied.<ref>{{Cite web |date=2023-11-01 |title=Court denies Zuffa's appeal in UFC antitrust case |url=https://bloodyelbow.com/2023/11/01/judge-denies-zuffas-appeal-ufc/ |access-date=2023-11-02 |work=Bloody Elbow}}</ref><ref>{{Cite web |last=Marrocco |first=Steven |date=2023-11-01 |title=Zuffa denied appeal in UFC anti-trust case |url=https://www.mmafighting.com/2023/11/1/23942626/zuffa-denied-appeal-in-ufc-anti-trust-case |access-date=2023-11-02 |work=MMA Fighting}}</ref>

On August 9, 2023, U.S. District Judge Richard Boulware granted class action status to more than 1,200 former UFC fighters who competed between December 2010 and June 2017 and are suing for $800 million upward to $1.6 billion in wages, as the lawsuit claims [[Zuffa]] had abused its power to suppress UFC fighters' wages. The anti-trust law also permits private plaintiffs to be able to recover three times the damages suffered, meaning the UFC may ultimately pay several billions of dollars worth of damages.<ref>{{cite magazine |last=Riddle |first=Matthew |title=UFC Officially Involved in Class-Action Lawsuit, Over $1.6B in Damages Possible |url=https://www.si.com/fannation/mma/news/ufc-officially-involved-in-class-action-lawsuit-billions-in-damages-possible|access-date=2024-02-04 |magazine=Sports Illustrated}}</ref> The case has a scheduled April 8, 2024 trial date.<ref>{{Cite web |last=Gift |first=Paul |title=UFC Asks Judge To Exclude 'Fundamentally Flawed' Expert Opinions In Antitrust Case |url=https://www.forbes.com/sites/paulgift/2023/12/14/ufc-asks-judge-to-exclude-fundamentally-flawed-expert-opinions-in-antitrust-case/ |access-date=2024-01-19 |work=Forbes}}</ref><ref>{{Citation |last=Scarcella |first=Mike |date=November 2, 2023 |title=Prom}}</ref> On March 20, 2024, TKO, UFC parent company reached an agreement to settle all claims in the class action lawsuits for $335 million where the settlement amount will be deductible for tax purposes.<ref>{{Cite web |last=Martin |first=Damon |date=2024-03-20 |title=UFC reaches settlement to close out antitrust lawsuits, promotion agrees to pay out $335 million |url=https://www.mmafighting.com/2024/3/20/24106823/ufc-reaches-settlement-to-close-out-antitrust-lawsuits-promotion-agrees-to-pay-out-335-million |access-date=2024-03-20 |website=MMA Fighting |language=en}}</ref> However, on July 31, 2024, Judge Richard Boulware ruled that the case would be heard by a jury and denied the preliminary approval for a settlement and reset a tentative date for trial of October 28.<ref>{{Cite web |last=Staff |date=2024-07-31 |title=TKO Group, Plaintiffs in UFC Antitrust Case React to Judge Denying Settlement |url=https://cagesidepress.com/2024/07/31/ufc-plaintiffs-react-judge-denying-settlement/ |access-date=2024-08-02 |website=Cageside Press |language=en-US}}</ref><ref>{{Cite web |last=Martin |first=Damon |date=2024-07-31 |title=Judge denies UFC antitrust lawsuit settlement, resets trial date for October |url=https://www.mmafighting.com/2024/7/31/24210486/judge-denies-ufc-antitrust-lawsuit-settlement-resets-trial-date-for-october |access-date=2024-08-02 |website=MMA Fighting |language=en}}</ref>

====== Smith vs. UFC ======
Other lawsuits have also been filed against the UFC, including one by former fighter Leslie Smith, who claimed that the UFC violated federal labor laws by classifying fighters as independent contractors instead of employees. The case was dismissed in 2019, but Smith has appealed the decision.<ref>{{cite web|url = https://www.espn.com/mma/story/_/id/29420532/ufc-antitrust-lawsuit-need-know|title = UFC antitrust lawsuit: What you need to know|date = July 14, 2020|access-date = April 14, 2023|website = reviewjournal.com}}{{cbignore}}</ref><ref>{{cite web|url = https://www.reviewjournal.com/sports/mma-ufc/ufc-antitrust-lawsuit-revived-by-appeals-court-2312717/|title = UFC antitrust reviewjournal.comlawsuit revived by appeals court|date = March 26, 2021|access-date = April 14, 2023|website = espn.com|last = Raimondi|first = Marc}}{{cbignore}}</ref>

===2016 sale to WME-IMG and a new era===
In May 2016, ESPN originally reported that the UFC's parent company Zuffa, LLC was in talks to sell the company for $3.5 billion to $4 billion. In 2015, the UFC had a reported [[Earnings before interest, taxes, depreciation, and amortization|EBITDA]] of $200–250 million. No official comment was made from the UFC or Dana White regarding the sale. Companies initially interested in the sale were [[Wanda Group|Dalian Wanda Group]], [[China Media Capital]], and [[William Morris Endeavor|WME–IMG]] (Endeavor).<ref>{{cite web|title=Sources: The UFC owners in advanced talks to sell business|url=https://www.espn.com/mma/story/_/id/15503004/ufc-owners-advanced-talks-sell-promotion| archive-url=https://ghostarchive.org/archive/20211018/http://espn.go.com/mma/story/_/id/15503004/ufc-owners-advanced-talks-sell-promotion| archive-date=2021-10-18|website=ESPN|date=May 10, 2016}}{{cbignore}}</ref>

On July 9, 2016, it was officially announced that the UFC would be sold to a group led by WME–IMG, its owner [[Silver Lake Partners]], [[Kohlberg Kravis Roberts]], and [[MSD Capital]], for $4.025 billion. At the time, it marked the largest-ever acquisition in sports. Flash Entertainment (owned by the government of [[Abu Dhabi]]) retained its 10% minority stake in the company. White, who owned 9% of the UFC, stayed, having been given a stake in the new business.<ref name="nyt-ufcsold">{{cite news |title=U.F.C. Sells Itself for $4 Billion |work=The New York Times |date=July 11, 2016 |url=https://www.nytimes.com/2016/07/11/business/dealbook/ufc-sells-itself-for-4-billion.html?_r=0 |access-date=July 11, 2016}}</ref><ref name="espn-ufcsale">{{cite web|title=Dana White on $4 billion UFC sale: 'Sport is going to the next level'|date=July 11, 2016|url=https://www.espn.com/mma/story/_/id/16970360/ufc-sold-unprecedented-4-billion-dana-white-confirms| archive-url=https://ghostarchive.org/archive/20211018/http://espn.go.com/mma/story/_/id/16970360/ufc-sold-unprecedented-4-billion-dana-white-confirms| archive-date=2021-10-18 |work=ESPN |access-date=July 11, 2016}}{{cbignore}}</ref> White remained president. Fertitta stepped down as chairman and CEO.<ref>{{cite web|title=UFC sold to WME–IMG for $4 billion; Dana White will still run day-to-day operations|url=https://www.usatoday.com/story/sports/ufc/2016/07/11/ufc-sale-wwe-img-dana-white/86937834/| archive-url=https://ghostarchive.org/archive/20211018/https://www.usatoday.com/story/sports/ufc/2016/07/11/ufc-sale-wwe-img-dana-white/86937834/| archive-date=2021-10-18|work=USA Today}}{{cbignore}}</ref> WME–IMG was renamed Endeavor in September 2017.<ref>{{Cite news|title=WME {{!}}{{cbignore}} IMG Is Now Endeavor|url=https://www.billboard.com/articles/business/7990536/wme-img-name-change-endeavor| archive-url=https://ghostarchive.org/archive/20211018/https://www.billboard.com/articles/business/7990536/wme-img-name-change-endeavor| archive-date=2021-10-18|magazine=Billboard|access-date=April 19, 2018}}</ref><ref name="Kroll"/><ref name="The Hollywood Reporter"/> Three years into the Endeavor era, White revealed that an undisclosed company bid $5 billion but the Fertittas chose WME–IMG due to a connection they already made with its CEO [[Ari Emanuel]].<ref>{{cite web|url=https://www.mmafighting.com/2019/8/25/20829919/dana-white-describes-his-working-relationship-with-ufc-owner-ari-emanuel| archive-url=https://ghostarchive.org/archive/20211018/https://www.mmafighting.com/2019/8/25/20829919/dana-white-describes-his-working-relationship-with-ufc-owner-ari-emanuel| archive-date=2021-10-18|title=Dana White describes his working relationship with UFC owner Ari Emanuel |author=Damon Martin|work=MMA Fighting |date=August 25, 2019}}{{cbignore}}</ref>

In October 2016, ''[[MMAjunkie.com|MMAJunkie]]'' obtained a UFC financial report released by Endeavor, detailing that the promotion had reached a year-to-year high of $609 million in revenue during 2015. 76% of the total was credited to "content" revenue, covering media rights, PPV buys and UFC Fight Pass subscriptions; in turn, 42% of content revenue was credited to pay-per-view buys, followed by U.S. and international media rights.<ref name="MMAjunkie-2016" />

====ESPN partnership====
In May 2018, UFC reached new U.S. media rights deals with [[Disney Direct-to-Consumer and International]] and [[ESPN Inc.]], succeeding those with [[21st Century Fox]], which began in January 2019. The five-year contracts are cumulatively valued at $300 million per-year for digital and linear rights, roughly doubling the amount paid by Fox in the final year of its previous contract, and include 42 events on ESPN platforms per-year. [[ESPN]] linear networks will televise preliminary cards for UFC PPV events, and 10 UFC on ESPN Fight Night events per-year. The subscription streaming service [[ESPN+]] will broadcast 20 exclusive events per-year under the branding UFC on ESPN+ Fight Night; regardless of network, all Fight Night events will feature a full, 12-fight card, and their preliminaries will air exclusively on ESPN+. The ESPN+ service will also hold on-demand rights to UFC library and archive content, new seasons of ''[[Dana White's Tuesday Night Contender Series|Dana White's Contender Series]]'', and other new original content. UFC Fight Pass will be purchasable as an add-on for ESPN+ to stream pay-per-view events.<ref>{{Cite news|url=https://www.broadcastingcable.com/news/ufc-moving-to-espn-from-fox-deal-valued-billion| archive-url=https://ghostarchive.org/archive/20211018/https://www.broadcastingcable.com/news/ufc-moving-to-espn-from-fox-deal-valued-billion| archive-date=2021-10-18|title=UFC Moving to ESPN From Fox in Deal Valued at $1.5B|work=Broadcasting & Cable|access-date=May 24, 2018}}{{cbignore}}</ref><ref>{{Cite news|url=https://www.bloodyelbow.com/2018/5/23/17386740/what-we-know-about-ufc-broadcast-deal-espn-mma-news| archive-url=https://ghostarchive.org/archive/20211018/https://www.bloodyelbow.com/2018/5/23/17386740/what-we-know-about-ufc-broadcast-deal-espn-mma-news| archive-date=2021-10-18|title=What we know about the UFC's $1.5 billion broadcast deal with ESPN|work=Bloody Elbow|access-date=May 24, 2018}}{{cbignore}}</ref><ref>{{Cite news|url=https://deadline.com/2018/05/espn-enters-the-octagon-with-ufc-streaming-deal-1202384835/| archive-url=https://ghostarchive.org/archive/20211018/https://deadline.com/2018/05/espn-enters-the-octagon-with-ufc-streaming-deal-1202384835/| archive-date=2021-10-18|title=ESPN Enters The Octagon With UFC Streaming Deal|last=Hayes|first=Dade|date=May 8, 2018|work=Deadline|access-date=May 8, 2018}}{{cbignore}}</ref><ref>{{Cite news|url=https://www.usatoday.com/story/sports/ufc/2018/05/23/espn-ufc-television-rights-deal/635801002/| archive-url=https://ghostarchive.org/archive/20211018/https://www.usatoday.com/story/sports/ufc/2018/05/23/espn-ufc-television-rights-deal/635801002/| archive-date=2021-10-18|title=Report: ESPN wrestles UFC television-rights deal away from Fox Sports|work=USA Today |access-date=May 23, 2018}}{{cbignore}}</ref><ref>{{Cite news|url=https://www.bloodyelbow.com/2018/5/23/17383356/report-espn-ufc-tv-rights-deal-300-million-mma-news| archive-url=https://ghostarchive.org/archive/20211018/https://www.bloodyelbow.com/2018/5/23/17383356/report-espn-ufc-tv-rights-deal-300-million-mma-news| archive-date=2021-10-18|title=Report: ESPN lands UFC television rights deal, reportedly worth $150 million per year|work=Bloody Elbow|access-date=May 23, 2018}}{{cbignore}}</ref>

On March 18, 2019, it was announced that ESPN had reached a two-year extension of the contract. In addition, it was announced that in the United States, future UFC PPVs [[Tying (commerce)|will only be sold]] through ESPN+ to its subscribers, and will no longer be sold via traditional television providers beginning with [[UFC 236]]. At the same time, the standard price for UFC PPVs was lowered to $59.99 (from $64.99), and new subscribers will be able to purchase a bundle of UFC PPV for a year of ESPN+ too.<ref>{{Cite web|url=https://www.sportsbusinessdaily.com:443/en/Daily/Closing%20Bell/2019/03/18/ESPN%20UFC.aspx| archive-url=https://ghostarchive.org/archive/20211018/https://www.sportsbusinessdaily.com:443/en/Daily/Closing%20Bell/2019/03/18/ESPN%20UFC.aspx| archive-date=2021-10-18|title=ESPN Extends With UFC; ESPN+ Becomes Exclusive PPV Provider|website=Sports Business Daily|language=en|access-date=March 18, 2019}}{{cbignore}}</ref>

====M-1 Global partnership====
On July 18, 2018, it was announced that UFC had entered into a partnership with Russian MMA promoter [[M-1 Global]]. M-1 Global will serve as a farm league to scout Russian fighters for UFC and will participate in organizing UFC events in Russia. The deal also gave M-1 champions the opportunity to sign with UFC.<ref>{{cite web|url=http://www.sherdog.com/news/news/M1-Challenge-Announces-Partnership-with-UFC-to-Focus-on-Russian-MMA-Talent-139655| archive-url=https://ghostarchive.org/archive/20211018/http://www.sherdog.com/news/news/M1-Challenge-Announces-Partnership-with-UFC-to-Focus-on-Russian-MMA-Talent-139655| archive-date=2021-10-18|title=M-1 Challenge Announces Partnership with UFC to Focus on Russian MMA Talent|website=Sherdog|access-date=July 21, 2018}}{{cbignore}}</ref><ref>{{Cite news|url=https://www.bjpenn.com/mma-news/m-1/russian-mma-promotion-m-1-announces-deal-ufc/| archive-url=https://ghostarchive.org/archive/20211018/https://www.bjpenn.com/mma-news/m-1/russian-mma-promotion-m-1-announces-deal-ufc/| archive-date=2021-10-18|title=Russian MMA promotion M-1 announces deal with the UFC {{!}}{{cbignore}} BJPenn.com|date=July 18, 2018|work={{!}} BJPenn.com|access-date=July 21, 2018}}</ref>

====Impact of the COVID-19 pandemic====
Due to the [[COVID-19 pandemic]], the UFC went on with its March 13, 2020 event, [[UFC Fight Night: Lee vs. Oliveira]] in [[Brasília]], Brazil, behind closed doors.<ref name="COVID-19">{{Cite web|url=https://mmajunkie.usatoday.com/2020/03/ufc-on-espn-plus-28-brasilia-brazil-no-fans-coronavirus-pandemic-mma-sports| archive-url=https://ghostarchive.org/archive/20211018/https://mmajunkie.usatoday.com/2020/03/ufc-on-espn-plus-28-brasilia-brazil-no-fans-coronavirus-pandemic-mma-sports| archive-date=2021-10-18|title=Coronavirus pushes UFC on ESPN+ 28 behind closed doors in Brasilia: Reports|author=Simon Head|date=March 11, 2020|publisher=mmajunkie.usatoday.com|access-date=March 12, 2020}}{{cbignore}}</ref> On March 16, the organization announced that the next three events, [[UFC Fight Night: Woodley vs. Edwards]], [[UFC on ESPN: Ngannou vs. Rozenstruik]], and [[UFC Fight Night: Overeem vs. Harris]], would be postponed to future dates.<ref name="Nolan King and John Morgan">{{cite web|url=https://mmajunkie.usatoday.com/2020/03/ufc-postpones-three-events-coronavirus-pandemic| archive-url=https://ghostarchive.org/archive/20211018/https://mmajunkie.usatoday.com/2020/03/ufc-postpones-three-events-coronavirus-pandemic| archive-date=2021-10-18|title=UFC postpones three events amid growing coronavirus outbreak|publisher=mmajunkie.usatoday.com|author=Nolan King and John Morgan|date=March 15, 2020|access-date=March 16, 2020}}{{cbignore}}</ref>

In regards to its next [[pay-per-view]], [[UFC 249]] on April 18, UFC president Dana White stated that the event would likely go on, but at a new venue behind closed doors. It was originally to be held at [[Barclays Center]], but a [[stay-at-home order]] was issued by the New York state government.<ref name="Nolan King and John Morgan"/> On March 18, the [[New York State Athletic Commission]] also withdrew its sanctioning for the event.<ref>{{cite web|url=https://www.thescore.com/mma/news/1965609| archive-url=https://ghostarchive.org/archive/20211018/https://www.thescore.com/mma/news/1965609| archive-date=2021-10-18|title=Commission stops UFC 249 from happening in New York|publisher=thescore.com|author=Nick Baldwin|date=March 18, 2020|access-date=March 18, 2020}}{{cbignore}}</ref> Due to international travel restrictions and other withdrawals, a revised card for UFC 249 was unveiled on April 6 with a location still TBD.<ref>{{cite web|url=https://www.espn.com/mma/story/_/id/29002048/dana-white-says-tony-ferguson-justin-gaethje-headline-ufc-249| archive-url=https://ghostarchive.org/archive/20211018/https://www.espn.com/mma/story/_/id/29002048/dana-white-says-tony-ferguson-justin-gaethje-headline-ufc-249| archive-date=2021-10-18|title=Dana White says Tony Ferguson-Justin Gaethje to headline UFC 249|work=ESPN|author=Marc Raimondi|date=April 6, 2020|access-date=April 7, 2020}}{{cbignore}}</ref><ref>{{cite web|url=https://www.mmafighting.com/2020/4/6/21209211/ufc-announces-updated-lineup-for-ufc-249-andrade-vs-namajunas-2-still-co-headlines| archive-url=https://ghostarchive.org/archive/20211018/https://www.mmafighting.com/2020/4/6/21209211/ufc-announces-updated-lineup-for-ufc-249-andrade-vs-namajunas-2-still-co-headlines| archive-date=2021-10-18|title=UFC 249 fight card announced, Andrade vs. Namajunas 2 still co-headlines|work=MMA Fighting |author=Alexander K. Lee|date=April 6, 2020|access-date=April 7, 2020}}{{cbignore}}</ref> The next day, White disclosed that he had booked an unspecified venue for two months, in order to host both UFC 249 and other future events involving U.S. fighters. He also disclosed plans to secure a [[private island]], known as "[[Fight Island]]", to host events with international fighters.<ref>{{cite web|url=https://www.mmafighting.com/2020/4/7/21211634/dana-white-covid-19-plans-weekly-fights-at-ufc-249-location-a-private-island-and-joe-rogan| archive-url=https://ghostarchive.org/archive/20211018/https://www.mmafighting.com/2020/4/7/21211634/dana-white-covid-19-plans-weekly-fights-at-ufc-249-location-a-private-island-and-joe-rogan| archive-date=2021-10-18|title=Dana White's COVID-19 plan: Two months of weekly fights at UFC 249 location, a private island, and Joe Rogan|work=MMA Fighting |author=Steven Marrocco|date=April 7, 2020|access-date=April 7, 2020}}{{cbignore}}</ref>

The new UFC 249 venue was subsequently revealed to be [[Tachi Palace]]—a [[Native American gaming|tribal casino]] in [[Lemoore, California]]; as it is on tribal land, it also fell outside of the jurisdiction of the [[California State Athletic Commission]], meaning that events held there could be self-sanctioned.<ref>{{cite web|url=https://mmajunkie.usatoday.com/2020/04/reports-ufc-249-set-to-take-place-on-california-tribal-land| archive-url=https://ghostarchive.org/archive/20211018/https://mmajunkie.usatoday.com/2020/04/reports-ufc-249-set-to-take-place-on-california-tribal-land| archive-date=2021-10-18|title=Reports: UFC 249 finds home on California tribal land|publisher=mmajunkie.usatoday.com|author=Damon Martin|date=April 7, 2020|access-date=April 10, 2020}}{{cbignore}}</ref> On April 9, the UFC announced that UFC 249 had been cancelled, and all other UFC events would be suspended until further notice. White cited interventions from high-ranking staff of the UFC's U.S. media rightsholders, [[ESPN Inc.]] and parent [[The Walt Disney Company]], as well as Governor Newsom.<ref>{{cite web|url=https://www.espn.com/mma/story/_/id/29018339/dana-white-says-ufc-249-not-happen-april-18| archive-url=https://ghostarchive.org/archive/20211018/https://www.espn.com/mma/story/_/id/29018339/dana-white-says-ufc-249-not-happen-april-18| archive-date=2021-10-18|title=Dana White says UFC 249 will not happen April 18|work=ESPN|author=Brett Okamoto|date=April 9, 2020|access-date=April 9, 2020}}{{cbignore}}</ref><ref>{{cite web|url=https://www.mmafighting.com/2020/4/9/21215721/ufc-249-upcoming-events-cancelled-due-to-coronavirus-dana-white-promises-fight-island-will-proceed| archive-url=https://ghostarchive.org/archive/20211018/https://www.mmafighting.com/2020/4/9/21215721/ufc-249-upcoming-events-cancelled-due-to-coronavirus-dana-white-promises-fight-island-will-proceed| archive-date=2021-10-18|title=UFC 249, upcoming events postponed due to coronavirus pandemic, Dana White promises 'Fight Island' will proceed|work=MMA Fighting |author=Damon Martin|date=April 9, 2020|access-date=April 9, 2020}}{{cbignore}}</ref> The ''[[New York Post]]'' reported that Governor of California [[Gavin Newsom]] had contacted Disney chairman and former CEO [[Bob Iger]], urging ESPN and the UFC to not hold the event.<ref>{{cite web|url=https://mmajunkie.usatoday.com/2020/04/california-gov-gavin-newsom-disney-request-to-shut-down-ufc-249| archive-url=https://ghostarchive.org/archive/20211018/https://mmajunkie.usatoday.com/2020/04/california-gov-gavin-newsom-disney-request-to-shut-down-ufc-249| archive-date=2021-10-18|title=Report: California Gov. Gavin Newsom asked Disney to shut down UFC 249|publisher=mmajunkie.usatoday.com|author=Simon Samano|date=April 9, 2020|access-date=April 10, 2020}}{{cbignore}}</ref>

Following the decree that professional sports were deemed as "essential services" in Florida, UFC 249 took place on May 9, 2020, at [[VyStar Veterans Memorial Arena]] in [[Jacksonville, Florida]] with no fans in attendance. Precautionary health and safety measures proposed by the UFC satisfied the Florida State Boxing Commission, which regulates MMA in the state. [[UFC Fight Night: Smith vs. Teixeira]] and [[UFC on ESPN: Overeem vs. Harris]] were scheduled to take place at the same venue on May 13 and 16, respectively.<ref>{{cite web|url=https://www.theguardian.com/sport/2020/apr/25/ufc-coronavirus-fights-announced-florida| archive-url=https://ghostarchive.org/archive/20211018/https://www.theguardian.com/sport/2020/apr/25/ufc-coronavirus-fights-announced-florida| archive-date=2021-10-18|title=UFC announces three events to be held without fans at Jacksonville arena|newspaper=The Guardian |agency=Associated Press|date=April 25, 2020|access-date=May 12, 2020}}{{cbignore}}</ref> On Friday, May 8, the UFC announced middleweight fighter [[Ronaldo Souza]] was removed from his bout with [[Uriah Hall]] at UFC 249 and quarantined after he tested positive for COVID-19, along with his cornermen, despite following the protocols enforced by the UFC. No other athletes or staff tested positive for the disease.<ref>{{cite web|url=https://www.latimes.com/sports/story/2020-05-08/ufc-249-no-fans-jacksonville-tony-ferguson-justin-gaethje| archive-url=https://ghostarchive.org/archive/20211018/https://www.latimes.com/sports/story/2020-05-08/ufc-249-no-fans-jacksonville-tony-ferguson-justin-gaethje| archive-date=2021-10-18|title=The long, winding road to UFC 249 leads to a night that promises to be special
|newspaper=Los Angeles Times|author=Arash Markazi |date=May 8, 2020|access-date=May 12, 2020}}{{cbignore}}</ref>

In April 2021, amid the COVID-19 pandemic, the UFC held its [[UFC 261]] event, again at the VyStar Arena in Jacksonville, but with a 100-% sold-out capacity, where attendees were not required to wear masks.<ref>{{Cite web|date=2021-04-23|title=UFC 261 to have first full fan attendance since before COVID|url=https://www.reviewjournal.com/sports/mma-ufc/ufc-261-to-have-first-full-fan-attendance-since-before-covid-2336954/| archive-url=https://ghostarchive.org/archive/20211018/https://www.reviewjournal.com/sports/mma-ufc/ufc-261-to-have-first-full-fan-attendance-since-before-covid-2336954/| archive-date=2021-10-18|access-date=2021-04-28|work=Las Vegas Review-Journal}}{{cbignore}}</ref><ref>{{Cite news|date=2021|title=Ron DeSantis welcomes 'full-throttle' UFC to Jacksonville|work=Florida Politics|url=https://floridapolitics.com/archives/422941-ron-desantis-welcomes-full-throttle-ufc-to-jacksonville/| archive-url=https://ghostarchive.org/archive/20211018/https://floridapolitics.com/archives/422941-ron-desantis-welcomes-full-throttle-ufc-to-jacksonville/| archive-date=2021-10-18}}{{cbignore}}</ref><ref>{{Cite magazine|last=Bohn|first=Mike|date=2021-04-25|title=UFC President Dana White on Packed Arena: 'It's Time to Get Back to Normal'|url=https://www.rollingstone.com/culture/culture-sports/ufc-dana-white-jacksonville-florida-1160890/| archive-url=https://ghostarchive.org/archive/20211018/https://www.rollingstone.com/culture/culture-sports/ufc-dana-white-jacksonville-florida-1160890/| archive-date=2021-10-18|access-date=2021-04-28|magazine=Rolling Stone}}{{cbignore}}</ref> Public health experts criticized the event, citing the risks to attendees, as well as to the wider community.<ref>{{Cite web|last=Piggott|first=Jim|date=2021-04-22|title=Health experts urge caution as Jacksonville hosts UFC 261|url=https://www.news4jax.com/news/local/2021/04/22/health-experts-urge-caution-as-jacksonville-hosts-ufc-261/| archive-url=https://ghostarchive.org/archive/20211018/https://www.news4jax.com/news/local/2021/04/22/health-experts-urge-caution-as-jacksonville-hosts-ufc-261/| archive-date=2021-10-18|access-date=2021-04-28|work=WJXT}}{{cbignore}}</ref>

====Controversy over eye pokes====
In March 2021, there was strong pressure on the UFC to use new fighter gloves after a severe [[eye poke]] ended the final bout at [[UFC Fight Night: Edwards vs. Muhammad]].<ref name="Harkness-2021">{{Cite web|last=Harkness|first=Ryan|date=2021-03-14|title=UFC fighters call for new gloves after eye poke ending at UFC Vegas 21|url=https://www.mmamania.com/2021/3/14/22330298/ufc-fighters-call-for-new-gloves-following-eye-poke-ending-to-ufc-vegas-21| archive-url=https://ghostarchive.org/archive/20211018/https://www.mmamania.com/2021/3/14/22330298/ufc-fighters-call-for-new-gloves-following-eye-poke-ending-to-ufc-vegas-21| archive-date=2021-10-18|access-date=2021-03-15|website=MMAmania.com}}{{cbignore}}</ref><ref>{{Cite web|last=Tabuena|first=Anton|date=2021-03-15|title=Several fighters ask for better UFC gloves after horrible eye poke against Belal Muhammad|url=https://www.bloodyelbow.com/2021/3/15/22331235/several-fighters-ask-for-better-ufc-gloves-after-horrible-eye-poke-against-belal-muhammad| archive-url=https://ghostarchive.org/archive/20211018/https://www.bloodyelbow.com/2021/3/15/22331235/several-fighters-ask-for-better-ufc-gloves-after-horrible-eye-poke-against-belal-muhammad| archive-date=2021-10-18|access-date=2021-03-15|work=Bloody Elbow}}{{cbignore}}</ref> The official UFC gloves are constructed in a way that leaves the fighters fingers extended forward, whereas there are alternative gloves, which the UFC has not used, which are curved at the knuckle and keep a fighter's fingers tucked down.<ref name="Harkness-2021" /> Fighters, trainers and commentators called for new gloves, citing the harms posed to fighters from the standard UFC gloves.<ref name="Harkness-2021" />

====Zuffa buyout by Endeavor ====
On April 29, 2021, Endeavor successfully launched an [[initial public offering]] (IPO) and became a publicly traded company listed on the [[New York Stock Exchange]].<ref>{{cite web |author=Brett Okamoto |date=April 29, 2021 |title=UFC parent company Endeavor goes public with stock sale |url=https://www.espn.com/mma/story/_/id/31358407/ufc-parent-company-endeavor-goes-public-stock-sale |archive-url=https://ghostarchive.org/archive/20211018/https://www.espn.com/mma/story/_/id/31358407/ufc-parent-company-endeavor-goes-public-stock-sale |archive-date=2021-10-18 |work=[[ESPN]]}}{{cbignore}}</ref> Endeavor subsequently used some of the proceeds from the IPO to buy out Zuffa's other shareholders at a value of $1.7 billion, making Zuffa a wholly-owned subsidiary of Endeavor.{{r|Endeavor buyout}}

====Betting scandal====
On November 5, 2022, controversy arose when the call for a sports betting fraud investigation was made on a fight involving [[Darrick Minner]] a student of [[James Krause (fighter)|James Krause]], who is a UFC coach and avid bettor, and [[Shayilan Nuerdanbieke]] at [[UFC Fight Night: Rodriguez vs. Lemos]]. The UFC was informed by sources that suspicious betting patterns had been observed on the fight.<ref>{{Cite web |date=2022-11-07 |title=UFC to review suspicious betting activity before Shayilan Nuerdanbieke's win over Darrick Minner |url=https://mmajunkie.usatoday.com/2022/11/ufc-review-suspicious-betting-activity-shayilan-nuerdanbieke-vs-darrick-minner |access-date=2023-02-06 |work=MMA Junkie}}</ref> Minner became a large betting underdog just hours before the fight, and the cause of the suspicion came when Minner threw a kick with an apparently injured leg, then kicked with it again after showing signs of injury before being finished by technical knockout shortly thereafter.

On November 6, the UFC released a statement that its official betting partner would look into the matter, but that none of the fighters, coaches, or officials related to the fight were suspected of any wrongdoing.<ref>{{Cite web |title=UFC: No evidence fighters or their teams acted irresponsibly or unethically as betting probe opens |url=https://sports.yahoo.com/ufc-betting-probe-opens-darrick-minner-shayilan-nuerdanbieke-054625503.html |access-date=2023-02-06 |website=Yahoo Sports |date=November 7, 2022}}</ref> On November 18, the Nevada State Athletic Commission informed the UFC and Krause that Krause's license was suspended and would remain so during the course of the investigation. The UFC then announced that any fighter who chose to continue to be coached by Krause or who continued to train in his gym, would not be permitted to participate in UFC events pending the outcome of the aforementioned government investigations.<ref>{{Cite web |date=2022-12-02 |title=UFC Statement Regarding James Krause |url=https://www.ufc.com/news/ufc-statement-regarding-james-krause |access-date=2023-02-06 |website=ufc.com}}</ref>

Following the controversy, UFC introduced rules that banned athletes, coaches, and their close family from betting on UFC events.<ref>{{Cite web |title=UFC Bans Fighters From Betting On UFC Fights |url=https://sbcamericas.com/2022/10/18/ufc-fighter-sports-betting-ban/ |access-date=2023-02-06 |website=sbcamericas.com|date=October 18, 2022 }}</ref>

=== TKO era ===
==== Endeavor and WWE merger to form TKO ====
On September 12, 2023, Endeavor merged with [[professional wrestling]] promotion [[WWE]] to form a new publicly traded company under the stock symbol "TKO", overseen by Endeavor's CEO Ari Emanuel. WWE's shareholders held a 49% stake in the new company, with [[Vince McMahon]] serving as an [[executive chairman]] before resigning on January 26, 2024, after Janel Grant, a former WWE employee, filed a lawsuit against McMahon for sex trafficking and sexual assault;<ref>{{Cite web |date=2024-01-27 |title=Vince McMahon resigns from WWE, TKO positions amid sex trafficking allegations |url=https://mmajunkie.usatoday.com/2024/01/vince-mcmahon-resigns-from-wwe-tko-positions-amid-sex-trafficking-allegations |access-date=2024-01-27 |work=MMA Junkie}}</ref> the merger agreement valued UFC at $12.1 billion. White continued to serve as the CEO for UFC, with his role remaining the same as during the Endeavor period.<ref name="TKO" />

==== Acquired by Silver Lake private equity ====
On April 2, 2024, it was announced by TKO that Endeavor was being wholly acquired by its largest investor, private equity firm Silver Lake, 3 years after the company was taken public.<ref>{{Cite web |last=Martin |first=Damon |date=2024-04-02 |title=UFC owners at Endeavor sold to private equity firm, TKO remains publicly traded |url=https://www.mmafighting.com/2024/4/2/24119131/ufc-owners-endeavor-selling-to-silver-lake-as-company-goes-private-again-tko-remains-publicly-traded |access-date=2024-04-02 |website=MMA Fighting |language=en}}</ref><ref>{{cite web |date=2024-04-02 |title=WME owner Endeavor to go private again after three-year run as a public company |url=https://www.latimes.com/entertainment-arts/business/story/2024-04-02/private-equity-firm-silver-lake-to-take-endeavor-private-for-13-billion |access-date=2024-04-02 |website=Los Angeles Times }}</ref> The selling was completed on March 24, 2025.<ref>{{Cite web |date=2025-03-24 |title=Endeavor Announces Completion of Acquisition by Silver Lake |url=https://investor.endeavorco.com/news/news-details/2025/Endeavor-Announces-Completion-of-Acquisition-by-Silver-Lake/default.aspx |access-date=2025-03-24 |website=Endeavor |language=en-US}}</ref>

==== TKO Group Holdings acquire new assets from Endeavor ====
On October 23, 2024, TKO Group Holdings acquired the event planning and hospitality service On Location as well as IMG (a sports and media agency, producer and distributor previously housed at Endeavor) from Endeavor in a $3.25 billion deal. Under the terms of the deal, Endeavor "will receive approximately 26.14 million common" shares of TKO stock and "will subscribe for an equal number of shares of TKO's Class B common stock". Once the deal closes, Endeavor will own 59-percent of TKO with remaining shareholders controlling the other 41-percent of TKO stock.<ref>{{Cite web |last=Martin |first=Damon |date=2024-10-24 |title=UFC owners at TKO Group Holdings acquire new assets from Endeavor in $3.25 billion deal |url=https://www.mmafighting.com/2024/10/24/24278664/ufc-owners-at-tko-group-holdings-acquire-new-assets-from-endeavor-in-3-25-billion-deal |access-date=2024-10-25 |website=MMA Fighting |language=en}}</ref> The sale was officially completed on February 28, 2025.<ref name=BTeamBulls>{{Cite web|date=2025-02-28|title=TKO Completes Acquisition of Sports Assets From Endeavor|url=https://investor.tkogrp.com/news/news-details/2025/TKO-Completes-Acquisition-of-Sports-Assets-From-Endeavor/default.aspx|access-date=2025-02-28|website=TKO|language=en-US}}</ref>