Dana White became the public managerial face of UFC from interviews, leading press conferences, and supervising fighters facing off. The success of The Ultimate Fighter helped grow UFC, and increased White’s profile. He became known as an aggressive, outspoken competitor who harshly criticized his own fighters and rivals, sometimes accompanied by profanity.

In November 2011, Zuffa took New York State to federal court in a case that was entirely dismissed in 2015. Months after the dismissal, Zuffa filed another lawsuit, but in early 2016 New York made professional MMA legal. On July 11, 2016, Lorenzo Fertitta confirmed months of reports that UFC had been sold. In a television interview, Fertitta said the majority of UFC would be owned by William Morris Endeavor-International Management Group (WME-IMG). WME-IMG reportedly outbid other companies with a $4 billion offer to Zuffa. The Fertitta brothers would become minority owners, while Dana White retained the title of President and his minority ownership.

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