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UFC Empire Thanks to Social Media: Dana White Explains

June 9, 2021 | Tina Chubb

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UFC Empire Thanks to Social Media: Dana White Explains

When the media refused to cover the Ultimate Fighting Championship (UFC), the sport created its own massive following through good old social media. Now, the UFC is the fastest growing sport in the world, and its CEO Dana White still spends time reaching out to fans on the Internet.

As reported by Greg Ferenstein at, Dana White has taken time out to explain the empire that is now UFC, and the way social media was involved. Most of the UFC’s commitment to social media outreach comes from Dana White himself, who is an avid Twitterer.

White is said to have hired PR firm Digital Royalty, to teach his fighters how to use social media properly. This was in order to bring the organization up to speed with things. White then gave the fighters a simple instruction: “I want you to Twitter your asses off,” Amy Martin recalls.

Digital Royalty then ran a one-on-one boot camp with all the fighters. But even after the boot camp was over, fighter education still appears to be an ongoing effort. “We’re constantly doing one-on-ones with them, “Amy – Digital Royalty founder and CEO – said about it.

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