Dana White appears on the cover of Time this week as the UFC elevates its national profile with the UFC White House event on the president’s birthday.
The article profile’s White and although he proclaims he no longer is involved in matchmaking, is still the face of the company.
Despite the company being synonymous with this version of the Trump White House, White proclaims that the event on the South Lawn of the White House is “not at all” political. While White laments that he (UFC/TKO) is spending a lot of money on the event (projected at $60M by TKO), the visibility of the brand is unquantifiable especially with such a unique event in a unique venue. While there has yet to be disclosure on who is paying for the construction and what companies have (or have not) been paid to do the work, TKO should be fine even if they are in the red on this event.
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