Just 15 years on, UFC is sold off for $4bn

The Ultimate Fighting Championship (UFC) has been sold for approximately $4 billion to a group led by Hollywood talent agency WME-IMG.

UFC president Dana White confirmed the sale of the mixed martial arts promotional company in text message.

WME co-CEO Ari Emanuel also announced the sale an internal company email that included SNTV — a joint venture between The Associated Press and IMG.