Introduction

> The sheer intensity of the world’s top figures being drawn to the UFC is mind-blowing. Khabib beats Conor, and Putin is on FaceTime with him faster than he makes it to the locker room. Presidents, from Trump to the president of Shevchenko's country, all want a piece of the action. It’s insane how this sport has captivated everyone, from Elon Musk to Mark Zuckerberg, showing just how universal and magnetic the allure of fighting is.

> The influence and reach of the UFC in modern pop culture and global politics are incredible. It’s not just a sport; it’s an obsession for the most powerful minds out there. The impact of mixed martial arts goes beyond the cage and into the highest echelons of power and society, underscoring the UFC's unprecedented growth and the pivotal role it plays in the global landscape.

Mike Tyson and early days of fighting

> Ali was not just the greatest boxer, but the greatest human being who had a profound impact on society by going against the grain and using his platform for the right things.

> Watching the Hagler-Leonard fight in 1987 sparked my love for boxing. Despite the love for the sport, there were aspects like commentary in boxing that I hated and made sure to keep UFC away from.

> The evolution of martial arts and combat sports in the last 30 years has been immense, with UFC leading the charge in innovating unarmed combat in a way that surpasses the progress of centuries past.

Jiu jitsu

> When I saw UFC 1 with Royce, it was mind-blowing how grappling changed the game. Watching jiu-jitsu for the first time felt like taking the red pill in The Matrix - a whole new world. Training and rolling with different fighters humbled me in ways I never imagined.

> My go-to submission was the guillotine, and I preferred no gi over gi because it felt more like real fighting. No gi training has evolved, becoming a science that's transferable to MMA and street scenarios. It's more practical and effective.

> Jiu-jitsu's beauty lies in technique over size or strength. It's perfect for daughters, combining jiu-jitsu and a bit of Muay Thai makes them a powerful force. The fact that women can subdue men in seconds with jiu-jitsu is the ultimate selling point for the sport.

Origin of UFC

> The UFC's origin story began when I got interested in ground fighting and teamed up with Lorenzo and the Fertitta brothers. We saw potential in the fighters, recognizing that they were good people with compelling stories, contrary to the negative stigma.

> The early days were chaotic, with constant battles and dealing with some unsavory characters in the industry. There were moments of real danger, including death threats, which just paints a picture of the wild, wild west environment we were navigating.

> Building the UFC required learning on the fly and an incredible amount of hard work. We had to be involved in every single detail, from production to business strategy, and it wasn't always pretty. Consistency and passion drove us, and we had to make tough calls like firing entire teams to get things right.

> The secret to success is loving what you do and never shying away from the grind. Even when you're financially stable, like after we sold in 2016, the passion keeps you going. Projects like the sphere are about taking on challenging and innovative ventures because they’re exciting and push the boundaries of what's possible.

Joe Rogan

> Joe Rogan's passion for UFC is unmatched, from doing shows for free to his deep knowledge of the sport. He's not just a paid talking head - he genuinely loves it.

> Rogan's impact on the UFC is immeasurable, especially in explaining the ground game so well that fans truly understand it.

> His loyalty shines through, seen in his commitment during tough times and in standing up for what's right, like when Dana offered his resignation over Joe getting canceled from commentating the fights. Loyalty is a two-way street, and it's a value that runs deep in their relationship.

Lorenzo Fertitta

> The partnership with Lorenzo has been a game-changer. “I love 'em. Lorenzo and I work really well together because we have two different personalities.” Balancing my emotional intensity with his level-headedness during the UFC’s toughest times was crucial.

> Reflecting on the growth of the UFC, it’s astounding to see how a $2 million investment transformed lives globally. “It created a whole new sport,” and it’s incredible that “there isn’t a place on Earth that we can't get a fighter from now.” That's a legacy that speaks to the human spirit.

Great fighters

> Building Legends Through Challenges: Fighters become legends when they're put into evenly matched, high-stakes fights. It's about facing those younger, hungrier opponents who are gunning for your spot. "Once that door shuts, it's all up to you." For example, when everyone doubted Dustin Poirier against Saint Denis, and Poirier came out victorious, that's what solidifies legendary status. It's these moments of overcoming the odds that create iconic fights and fighters.

> The Role of the Underdog: Being the underdog can actually be an asset in crafting your legacy. Take Israel Adesanya vs. Sean Strickland or Conor McGregor vs. Jose Aldo—no one expected those outcomes, and that's what made them historic. "That is what creates legendary moments, legendary fights, and it's what builds stars and legends." Even fighting against someone like Khabib, where Conor McGregor was seen as the underdog, hanging in there and making it a fight added to his mythos.

Khabib vs Conor

> The UFC is all about storytelling and the intense week leading up to a fight. It's not just about the fight but the whole experience—press conferences, weigh-ins, and building the narrative. It’s essential to highlight the rivalries and personal histories because, "whatever takes your attention on a Saturday night" is the competitor. It's a relentless cycle, but it’s crucial for making each event resonate.

> The UFC elevates fighters to another level, offering an unparalleled platform compared to other organizations. The energy and impact felt by newcomers like MVP or Kayla Harrison is significant. In the UFC, fighters realize, "Holy shit, I can really..." It’s a place for ultimate competition, much like an Olympic stage, where they truly get to prove their greatness and feel the distinct difference in the intensity and magnitude of the spotlight.

Jon Jones

> Jon Jones is unquestionably the greatest of all time. He's never been beaten, dominated the toughest divisions, and persevered through deep waters, proving his sheer dominance and longevity in a sport where many get surpassed by younger fighters.

> While Khabib is undeniably one of the all-time greats, his career was hindered by injuries and a shorter tenure. Despite the setbacks, his potential was immense, but he didn't stick around long enough to fully cement his place as the greatest.

Conor McGregor

> Conor McGregor has been an amazing partner in the UFC. He doesn’t play games when it comes to fighting—if someone falls out, he never hesitates, asking for more money or playing hardball. The guy just shows up and delivers. Literally, if you put a gun to my head and asked for something bad about Conor, I’d only say he’s late sometimes. Otherwise, he's been exceptional, setting many parts of the world on fire and being smart in business.

> Matchups like Conor and Khabib are crucial for legends to emerge in this sport. Great fighters need other great fighters to become legends. It’s about giving each other the opportunity to prove themselves. Like Jon Jones fighting Cyril Gaunt—each needs the challenge to cement their legacy. That’s what makes a perfect record in the UFC incredibly special; it's not about running through no-names but facing and conquering the best.

Trump

> Trump has been a pivotal figure in my career, showing unwavering support from the early days when no venues wanted us, to hosting our events at the Trump Taj Mahal. His belief in me and the UFC, even when we were at rock bottom, is something I'll never forget. Little gestures like calling me to congratulate us on milestones, and his resilience despite public scrutiny, exemplify his unique character and strength.

> The camaraderie and friendship I share with Trump transcend politics. Despite being advised not to, I spoke at the National Republican Convention for him because of the loyalty he has shown me. He's one of the most unfazed, resilient humans I know, walking through fire daily, never rattled—except once, when Ivana died. That was the only time I saw him genuinely affected, demonstrating the depth of our friendship and his emotional resilience otherwise.

Elon vs Zuck

> It would have been the biggest fight ever done. The spectacle of it. Two of the most powerful, wealthiest men in the world. Lots of guys talk shit and go back and forth and sue each other. These two guys were literally talking about facing each other in the octagon and fighting.

> There's nothing, and they're in a business that's looked at as geeky. These are two dudes that were willing to throw down and fight. There's a lot of public speculation about this, but I was taking it seriously. I was looking at venues, talking to the Colosseum in Italy. These guys were serious, and it was really gonna happen.

Mike Tyson vs Jake Paul

> Mike Tyson still commands incredible presence and energy, making substantial money even outside the ring. Despite my reservations about older fighters stepping into the ring, Tyson is serious about his training and gets offers that are hard to refuse. His situation is unique because many fighters from his era have no other way to earn but through fighting.

> True greatness in fighting comes from a genuine love for the sport and a desire to be the best. Fighters who are in it purely for fame and money don't leave the same lasting impression. Tyson, in his early years under Cus D'Amato, epitomized this devotion, becoming a student of the game. However, the immense fame and money he encountered posed significant challenges, showing just how tough it is to navigate that level of success at a young age.

Forrest Griffin vs Stephan Bonnar

> "Forrest Griffin and Stephan Bonnar's fight on 'The Ultimate Fighter' was a game-changer for the UFC," I highlighted. Despite the rest of the event being lackluster, their raw slugfest captivated audiences, leading Spike TV to immediately offer UFC another season—literally in an alley on a napkin.

> The intensity and stakes of that fight, whether it was the Kia car for the winner or the ultimate goal of a UFC contract, showcased the fighters' immense will to win. "Forrest loved that car so much he drove it to like 200,000 miles," I chuckled, lamenting the missed marketing opportunity for Kia.

> The deeper rounds of a fight are where heart and determination come into play. "Exhaustion makes you start to fucking doubt yourself," I explained. The ability of these athletes to push through those brutal moments and continue fighting is what makes them "incredibly unique, special human beings," capable of overcoming not just their opponents but their own self-doubt.

Gambling

> Gambling is a thrilling part of my life; I've had my highs, like winning a million-dollar hand in blackjack, and my lows, such as losing $3 million in one night. That taught me a lesson: "man up, you got fucking drunk." Now, I only gamble without drinking, keeping my head clear.

> Winning feels great, but losing is just part of the game. I see life as a series of battles leading to a bigger war; you’ve got to take both the victories and defeats in stride, strap your shoes back on, and prepare for the next round. “Life is gonna throw all kinds of crazy shit at you.”

> I thrive in chaos. I don't understand why people want to retire; to me, every day is an opportunity for battle, whether in business or at the casino. I love to set goals and crush them, and I can't help but feel grateful for this crazy ride. Every turn on Summerlin Parkway reminds me, "God damn, I love this fucking city!"

> Movies like "Vision Quest" resonated deeply with me because they showcase real human struggle and perseverance. I learned that "you have no time" to waste and must chase greatness while you can. As I've experienced, "There is no tomorrow," so let's get all this shit done today.

Mortality

> Life is too incredible to waste even a minute on fear. “I don’t care what color you are, what country you come from, or what language you speak, we’re all human beings.” I live every day to the fullest, cherishing each moment and wishing I could experience it all without sleep.

> Fighting is a primal part of us; it’s ingrained in human nature. “Fighting’s in our DNA.” When a fight breaks out, it’s like the world pauses to watch, and it creates an energy that’s undeniable. I took that belief, that universal fascination with the fight, and transformed it into something powerful with the UFC. It worked, and it reminds us of our shared humanity.