With live sports action absent from the world’s TV screens, and as fans suffer through prolonged withdrawal symptoms, leave it to Dana White to be the first guy to seriously shake up the status quo.
White is president of the Ultimate Fighting Championship (UFC), the dominant league and brand name in the bloody world of mixed martial arts.
As a disrupter of the traditional sports hierarchy, White has used his own marketing genius and show-business flair to take the UFC to unpredicted heights.
Now here he goes again, vowing to stage a UFC pay-per-view event next month in Florida, where the governor has declared televised professional sports to be an “essential service” during the COVID-19 pandemic. “I guarantee you, it’s gonna be fireworks,”