Dana White: "I Sell ‘Holy S***’ Moments"

UFC President Dana White has shared his vision for the future of boxing after signing an agreement to launch a new promotion alongside Turki Alalshikh, the head of Saudi Arabia’s General Entertainment Authority.

White believes that boxing is struggling with event organization, and his new project aims to change that.

"I sell ‘Holy S***’ moments. That’s what I make money on. I need three or four of those in a night so that people who paid for tickets and those watching at home feel like their money was well spent.

I have a great relationship with my audience, and that’s something boxing lacks—that’s exactly what I need to build. Boxing is bad live and bad on TV. These promoters put on a fight, then they go and do a podcast. You waste an entire evening just sitting there waiting for fights," White said on Dan Rafael’s podcast.