Ultimate Fighting Championship

Overview

The Ultimate Fighting Championship (UFC) is an American mixed martial arts (MMA) promotion company based in the Las Vegas, Nevada, area. It is owned and operated by TKO Group Holdings, itself a majority owned subsidiary of the WME Group. The largest MMA promotion in the world, the UFC has over 578 fighters contracted that fight across 11 weight divisions (eight men's and three women's). The organization produces events worldwide and abides by the Unified Rules of Mixed Martial Arts. As of 2026, it had held over 750 events. Dana White has been its president since 2001 and CEO since 2023. Under White's stewardship, it has grown into a global multi-billion-dollar enterprise. The UFC was founded by businessman Art Davie, martial artist Rorion Gracie, and film director John Milius, with the backing of Semaphore Entertainment Group (SEG) CEO Bob Meyrowitz, President David Isaacs, and Head of Programming Campbell McLaren. The first event was held in 1993 at McNichols Sports Arena in Denver, Colorado. The purpose of the UFC's early competitions was to identify the most effective martial art in a contest with minimal rules and no weight classes between competitors of different fighting disciplines. In subsequent events, more rigorous rules were created and fighters began adopting effective techniques from more than one discipline, which indirectly helped create a separate style of fighting known as present-day mixed martial arts. The UFC was initially owned by SEG until it developed financial problems and was sold to the brothers Frank and Lorenzo Fertitta in 2001, who formed the company Zuffa to operate the UFC, and placed Dana White as the president of the company. In 2016, UFC's parent company, Zuffa, was sold to a group led by Endeavor, then known as William Morris Endeavor (WME–IMG), including Silver Lake Partners, Kohlberg Kravis Roberts and MSD Capital for US$4.025 billion. In 2021, Endeavor bought out Zuffa's other owners for $1.7 billion. With a TV deal and expansion in Australia, Asia, Europe, and new markets within the United States, the UFC has achieved greater mainstream media coverage. It earned US$609 million in 2015, and its previous domestic media rights agreement with ESPN was valued at $1.5 billion over a five-year term. The UFC has also purchased and absorbed rival organizations such as PRIDE Fighting Championships, World Extreme Cagefighting, and Strikeforce, consolidating much of the global MMA market under its banner. In April 2023, Endeavor Group Holdings announced that UFC would merge with the wrestling promotion WWE to form TKO Group Holdings, a new public company majority-owned by Endeavor, with Vince McMahon serving as an executive chairman of the new entity and White remaining as UFC president. The merger was completed on September 12, 2023. In January 2024, McMahon had ended his ties with the company amid a sex trafficking scandal. In 2025, the UFC signed a 7-year, US$7.7 billion deal with Paramount Skydance (operators of CBS Sports and Paramount+) beginning the next year, exiting the pay-per-view business entirely.

Early 1990s competition

Art Davie proposed to John Milius and Rorion Gracie an eight-man single-elimination tournament called "War of the Worlds". It was inspired by the "Gracies in Action" video-series produced by the Gracie family of Brazil which featured Gracie jiu-jitsu students defeating martial artists of various disciplines such as karate, kung fu, and kickboxing on Vale Tudo matches. The tournament would also feature martial artists from different disciplines facing each other in no-holds-barred combat to determine the best martial art, and would aim to replicate the excitement of the matches Davie saw on the videos. Gracie accepted, as he was interested in showcasing and promoting his family's own jiu-jitsu for a wide audience. Milius, a film director/screenwriter and Gracie student, agreed to be the event's creative director. Davie drafted the business plan, and 28 investors contributed the initial capital to start WOW Promotions to develop the tournament into a television franchise. In 1993, WOW Promotions sought a television partner and approached pay-per-view producers TVKO (HBO) and SET (Showtime), and Campbell McLaren and David Isaacs at Semaphore Entertainment Group (SEG). Both TVKO and SET declined, but SEG—a pioneer in pay-per-view television that had produced such offbeat events as a tennis match between Jimmy Connors and Martina Navratilova—became WOW's partner in May 1993. UFC promoters initially pitched the event as a real-life fighting video game tournament similar to Street Fighter and Mortal Kombat. SEG contacted video and film art director Jason Cusson to design a fighting arena for the event. Rorion and Davie didn't want a traditional roped ring, citing fears—by showing old Vale Tudo footage—that the fighters could escape through the ropes during grappling and use it as an advantage, or fall off and hurt themselves. SEG's executives agreed, and also wanted a way to visually differentiate their event from professional boxing and professional wrestling. Some ideas included a traditional roped-ring surrounded by netting, a moat with alligators, a raised platform surrounded by razor-wire fence, electrified fencing, men in togas and netting that could be lowered from the ceiling by a pulley. Eventually Cusson designed an arena with eight sides surrounded by chain-link fence, the trademarked Octagon, which became the event's signature setting. Cusson remained the group's production designer through UFC 27. SEG devised the show's name as "The Ultimate Fighting Championship". WOW Promotions and SEG produced the first event, later retroactively called UFC 1, at McNichols Sports Arena in Denver, Colorado on November 12, 1993. Art Davie was its booker and matchmaker. It proposed to find answers for sports fans' questions such as, "Can a wrestler beat a boxer?" As with most martial arts at the time, fighters typically had skills in just one discipline and little experience against opponents with differing skills. The television broadcast featured kickboxer Kevin Rosier, taekwondo practitioner Patrick Smith, savate fighter Gerard Gordeau, karate expert Zane Frazier, shootfighter Ken Shamrock, sumo wrestler Teila Tuli, boxer Art Jimmerson, and 175 lb (79 kg) Brazilian jiu-jitsu black belt Royce Gracie—younger brother of UFC co-founder Rorion, whom Rorion selected to represent his family. Royce's submission skills proved the most effective in the inaugural tournament, earning him the first ever UFC tournament championship after submitting Jimmerson, Shamrock, and Gordeau in succession. The show was extremely successful, with 86,592 pay-per-view television subscribers. It's disputed whether the promoters intended the event to be a precursor to future events. "That show was only supposed to be a one-off", eventual UFC president Dana White said. "It did so well on pay-per-view they decided to do another, and another. Never in a million years did these guys think they were creating a sport." Davie, in his 2014 book Is This Legal?, an account of the creation of the first UFC event, disputes the perception that the UFC was seen by WOW Promotions and SEG as a one-off, since SEG offered a five-year joint development deal to WOW. He says, "Clearly, both Campbell and Meyrowitz shared my unwavering belief that War of the Worlds would be a continuing series of fighting tournaments—a franchise, rather than a one-night stand." With no weight classes, fighters often faced significantly larger or taller opponents. Keith "The Giant Killer" Hackney faced Emmanuel Yarbrough at UFC 3 with a 9-inch height and 400 pounds (180 kg) weight disadvantage. During this early phase of the organization, the UFC showcased a bevy of styles and fighters. Aside from the aforementioned Royce Gracie, Ken Shamrock, and Patrick Smith, they also featured competitors such as Hall of Famer Dan Severn, Marco Ruas, Gary Goodridge, Don Frye, Kimo Leopoldo, Oleg Taktarov, and Tank Abbott.

Evolution of the rules and format

Although UFC used the tagline "There are no rules" in the early 1990s, the UFC did in fact operate with limited rules. In a UFC 4 qualifying match, competitors Jason Fairn and Guy Mezger agreed not to pull hair—as they both wore pony tails tied back for the match. The UFC had a reputation, especially in the early days, as an extremely violent event. UFC 5 introduced the first singles match, a rematch from the inaugural UFC featuring three-time champion Royce Gracie and Ken Shamrock, called "The Superfight". Gracie and Shamrock developed a rivalry after UFC 1 and were the biggest stars of early UFC, but the tournament format proved unreliable to match both competitors. "The Superfight" began as a non-tournament match that would determine the first reigning UFC Champion for tournament winners to face; it later evolved into a match that could feature either title matches or non-title matches. This first "Superfight" at UFC 5 was generally considered a disappointment. In the first minute of the fight Shamrock knocked Royce to the ground and landed inside his guard. For the next 30 minutes Shamrock was inside Royce's guard, with the two throwing punches and headbutts at each other, without any change or broadly visible action, and the crowd booed the fighters. After 30 minutes the fight was stopped as it had exceeded the time limit allocated for the pay-per-view and was given another 5 minutes of extra time due to protests from the spectators. The fight was over after 36 minutes and a draw was declared. Because of this controversial fight, the UFC would later start to introduce time limits, judges to decide draws, and authorized referees to stand up fighters and restart the bout if they have too much inactivity. The UFC continued to offer one-night tournaments intermittently. UFC 9 was the first event to feature exclusively singles bouts, before the return of tournament in the next events. UFC 12 in 1997 introduced two weight categories: heavyweight and lightweight, marking the beginning of the UFC's transition from its original openweight format. The lightweight division was later divided into middleweight and welterweight, while the heavyweight division was divided into heavyweight and light heavyweight. UFC 17 in 1998 was the last event to feature a tournament, with UFC Brazil: Ultimate Brazil onwards featuring only singles bouts. The format was briefly revived for UFC 23: Ultimate Japan 2 in 1999, which was ultimately the final UFC event to feature a one-night tournament, after which the tournament format was discontinued in favor of individual bouts and championship matches. The tournament format was later used on two occasions to determine champions for vacant divisional titles. In 2003, the UFC held a lightweight tournament following the vacancy of the UFC Lightweight Championship and in 2012, the format was used again for the newly established flyweight division, with a tournament held to determine the inaugural UFC Flyweight Champion. These tournaments were held across multiple events rather than on one night, and the UFC continued to use individual bouts and championship matches as its standard format. In April 1995, following UFC 5 in Charlotte, North Carolina, Davie and Gracie sold their interest in the franchise to SEG and disbanded WOW Promotions. The Gracies left the UFC after disagreements with SEG over the direction of the promotion. The introduction of time limits and referee stoppages, and plans for judges and weight classes conflicted with the Gracies' original philosophy for the UFC, which wanted to emphasize virtually unrestricted fights without time limits or weight classes and required bouts to end decisively. Davie, meanwhile, viewed the UFC's increasingly difficult political and financial environment as a reason to sell. Mounting opposition from politicians and state authorities made it increasingly difficult to stage events, while the promotion was also facing financial and operational difficulties. He nevertheless remained with SEG as the UFC's booker and matchmaker, and later as its commissioner, until 1997. In 1996, the UFC had its first event outside continental United States with UFC 8 in Bayamón, Puerto Rico, and in 1997, UFC Japan: Ultimate Japan was its first foreign event.

Late 1990s controversy and reform

The violent nature of the burgeoning sport quickly drew the attention of U.S. authorities. In 1996, U.S. Senator John McCain saw a tape of the first UFC events and immediately found it abhorrent. He led a campaign to ban the UFC, calling it "human cockfighting", and sent letters to the governors of all 50 US states asking them to ban it. Thirty-six states enacted laws that banned "no-holds-barred" fighting, including New York, which enacted the ban on the eve of UFC 12, forcing it to relocate to Dothan, Alabama. The UFC continued to air on DirecTV PPV, though its audience remained minuscule compared to the era's larger cable pay-per-view platforms. In response to the criticism, the UFC increased cooperation with state athletic commissions and modified its rules to remove the less palatable elements of fights while retaining the core elements of striking and grappling. Starting with UFC 12, bouts were divided into weight classes and fish-hooking (such as pulling on the mouth) was banned. In UFC 14, gloves became mandatory, and kicks to the head of a downed opponent were banned. UFC 15 saw limitations on hair pulling, and the banning of strikes to the back of the neck and head, headbutting, small-joint manipulations, and groin strikes. Five-minute rounds were introduced at UFC 21. The UFC gradually rebranded itself as a sport rather than a spectacle. These rules changed the game of many fighters, such as Mark Coleman, who had made potent use of headbutts for his ground-and-pound tactics, which were banned with the new rule set. Led by UFC commissioner Jeff Blatnick and referee John McCarthy, the UFC continued to work with state athletic commissions. Blatnick, McCarthy, and matchmaker Joe Silva created a manual of policies, procedures, codes of conduct, and rules to help in getting the UFC sanctioned by the athletic commissions, many of which exist to this day. Blatnick and McCarthy traveled around the country, educating regulators and changing perceptions about a sport that was thought to be bloodthirsty and inhumane. By April 2000, their movement had clearly made an impact. California was set to become the first state in the U.S. to sign off on a set of codified rules that governed MMA. Soon after, New Jersey adopted the language. As the UFC continued to work with the athletic commissions, events took place in smaller U.S. markets, and venues, such as the Lake Charles Civic Center. The markets included states that are largely rural and less known for holding professional sporting events, such as Iowa, Mississippi, Louisiana, Wyoming, and Alabama. SEG could not secure home-video releases for UFC 23 through UFC 29. With other mixed martial arts promotions working towards U.S. sanctioning, the International Fighting Championships (IFC) secured the first U.S. sanctioned mixed martial arts event, which occurred in New Jersey on September 30, 2000. Just two months later, the UFC held its first sanctioned event, UFC 28, under the New Jersey State Athletic Control Board's "Unified Rules".

2001 and the beginning of Zuffa era

After the long battle to secure regulatory approval (sanctioning), SEG stood on the brink of bankruptcy, when Station Casinos executives Frank and Lorenzo Fertitta and their business partner Dana White approached them in 2000, with an offer to purchase the UFC. A month later, in January 2001, the Fertittas bought the UFC for $2 million and created Zuffa, LLC as the parent entity controlling the UFC. "I had my attorneys tell me that I was crazy because I wasn't buying anything. I was paying $2 million and they were saying 'What are you getting?'" Lorenzo Fertitta revealed to Fighters Only magazine, recalling the lack of assets he acquired in the purchase. "And I said 'What you don't understand is I'm getting the most valuable thing that I could possibly have, which is those three letters: UFC. That is what's going to make this thing work. Everybody knows that brand, whether they like it or they don't like it, they react to it.'" Along with the trademark, they acquired a wooden octagon and around a dozen fighter's contracts. Later on, they negotiated a deal to buy UFC's DVD rights from Lionsgate for an additional two million dollars. Lorenzo Fertitta was a former member of the Nevada State Athletic Commission. Aided by this relationship, Zuffa secured regulatory approval to operate in Nevada in 2001. Shortly thereafter, the UFC returned to pay-per-view cable television, with UFC 33 featuring three championship bouts.

Struggle for survival and turnaround

The UFC slowly rose in popularity after the Zuffa purchase, due partly to greater advertising, corporate sponsorship, the return to cable pay-per-view, and subsequent home video and DVD releases. White later said that "Nobody took us seriously, except Donald Trump. Donald was the first to recognize the potential that we saw in the UFC, and encouraged us to build our business". With larger live gates at casino venues like the Trump Taj Mahal and the MGM Grand Garden Arena, the UFC secured its first television deal with Fox Sports Net. The Best Damn Sports Show Period aired the first mixed martial arts match on American cable television in June 2002, as well as the main event showcasing Chuck Liddell vs. Vitor Belfort at UFC 37.5. Later, FSN would air highlight shows from the UFC.

UFC 40 proved to be the most critical event to date in the Zuffa era. The event was a near sellout of 13,022 at the MGM Grand Arena and sold 150,000 pay-per-view buys, a rate roughly double that of the previous Zuffa events. The event featured a card headlined by a championship match between then-current UFC Light Heavyweight Champion Tito Ortiz and former UFC Superfight Champion Ken Shamrock, who had previously left to professionally wrestle in WWE before returning to MMA. It was the first time the UFC hit such a high mark since being forced "underground" in 1997. UFC 40 also garnered mainstream attention from media outlets such as ESPN and USA Today, something that was unfathomable for mixed martial arts at that point in time. Many have suggested that the success of UFC 40 and the anticipation for Ortiz vs. Shamrock saved the UFC from bankruptcy; the buyrates of the previous Zuffa shows averaged a mere 45,000 buys per event, and the company was suffering deep monetary losses. The success of UFC 40 provided a glimmer of hope for the UFC, and kept alive the hope that mixed martial arts could become big. Beyond the rivalry itself, the success of UFC 40 was due in part to the marketing and outreach power of crossover athletes – from Pro Wrestling to MMA and MMA to Pro Wrestling – a practice with roots in Japan's Pride Fighting Championships. Long time UFC referee John McCarthy said that he felt UFC 40 was the turning point in whether or not the sport of MMA would survive in America.

"When that show (UFC 40) happened, I honestly felt like it was going to make it. Throughout the years, things were happening, and everything always looked bleak. It always looked like, this is it, this is going to be the last time. This is going to be the last year. But, when I was standing in the Octagon at UFC 40, I remember standing there before the Ortiz/Shamrock fight and looking around. The energy of that fight, it was phenomenal, and it was the first time I honestly said, it's going to make it." –"Big" John McCarthy Despite the success of UFC 40, the UFC was still experiencing financial deficits. By 2004, Zuffa had $34 million in losses since they purchased the UFC.

The Ultimate Fighter and the rise in popularity

Faced with the prospect of folding, the UFC stepped outside the bounds of pay-per-view and made a foray into television. After being featured in a reality television series, American Casino, and seeing how well the series worked as a promotion vehicle, the Fertitta brothers developed the idea of UFC creating its own reality series.

Their idea, The Ultimate Fighter (TUF), was a reality television show featuring up-and-coming MMA fighters in competition for a six-figure UFC contract, with fighters eliminated from competition via exhibition mixed martial arts matches. It was pitched to several networks, each one rejecting the idea outright. Not until they approached Spike TV, with an offer to pay the $10 million production costs themselves, did they find an outlet. In January 2005, Spike TV launched The Ultimate Fighter 1 (TUF 1) in the timeslot following WWE Raw. The show became an instant success, culminating with a notable season finale brawl featuring light heavyweight finalists Forrest Griffin and Stephan Bonnar going toe-to-toe for the right to earn the six-figure contract. The live broadcast of the season finale drew a very impressive 1.9 overall rating. Dana White credits TUF 1 for saving the UFC, and claims that the contract for the second season was made outside of the venue on a napkin immediately after the finale. On the heels of the Griffin/Bonnar finale, a second season of The Ultimate Fighter launched in August 2005, and two more seasons appeared in 2006. Spike and the UFC continued to create and air new seasons until the show moved to FX in 2012. Following the success of The Ultimate Fighter, Spike also picked up UFC Unleashed, an hour-long weekly show featuring select fights from previous events. Spike also signed on to broadcast live UFC Fight Night, a series of fight events debuting in August 2005, and Countdown specials to promote upcoming UFC pay-per-view cards. With the upcoming announcement of the UFC's new relationship with Fox, Spike officials made a statement regarding the end of their partnership with the UFC, "The Ultimate Fighter season 14 in September will be our last... Our 6-year partnership with the UFC has been incredibly beneficial in building both our brands, and we wish them all the best in the future." With the announcement of UFC's partnership with Fox in August 2011, The Ultimate Fighter, which entered its 14th season in that September, moved to the FX network to air on Friday nights starting with season 15 in the Spring of 2012. Along with the network change, episodes are now edited and broadcast within a week of recording instead of a several-month delay, and elimination fights are aired live.

Mid-2000s expansion

With increased visibility, the UFC's pay-per-view buy numbers exploded. UFC 52, the first event after the first season of The Ultimate Fighter featuring eventual-UFC Hall of Famer: Chuck "The Iceman" Liddell, avenging his defeat to fellow eventual-Hall of Famer, Randy Couture, drew a pay-per-view audience of 300,000, doubling its previous benchmark of 150,000 set at UFC 40. Following the second season of The Ultimate Fighter, the UFC's match between Liddell and Couture drew an estimated 410,000 pay-per-view buys at UFC 57. For the rest of 2006, pay-per-view buy rates continued to skyrocket, with 620,000 buys for UFC 60: Hughes vs. Gracie — featuring Royce Gracie's first UFC fight in 11 years—and 775,000 buys for UFC 61 featuring the highly anticipated rematch between Ken Shamrock and Tito Ortiz, the coaches of The Ultimate Fighter 3. The organization hit a milestone with UFC 66, pitting Ortiz in a rematch against Liddell with over 1 million buys. The surge in popularity prompted the UFC to beef up its executive team. In March 2006, the UFC announced that it had hired Marc Ratner, former executive director of the Nevada Athletic Commission, as Vice President of Regulatory Affairs. Ratner, once an ally of Senator McCain's campaign against no holds barred fighting, lobbied numerous athletic commissions to help raise the UFC's media profile in an attempt to legalize mixed martial arts in jurisdictions inside and outside the United States that had yet to sanction the sport. In December 2006, Zuffa acquired the northern California-based promotion World Extreme Cagefighting (WEC) in order to stop the International Fight League (IFL) from making a deal with Versus (now NBC Sports Network). At the time, the UFC had an exclusive deal with Spike, so the purchase of the WEC allowed Zuffa to block the IFL from Versus without violating their contract. The WEC showcased lighter weight classes in MMA, whereas the UFC featured heavier weight classes. In December 2006, Zuffa also acquired their cross-town, Las Vegas rival World Fighting Alliance (WFA). The WFA had signed major fighters at the time, most notably Quinton "Rampage" Jackson and Lyoto Machida, but their events turned out to be a financial disaster. Zuffa bought select assets from WFA, including select fighter contracts, as well as trademarks and other intellectual property. The sport's popularity was also noticed by the sports betting community as BodogLife.com, an online gambling site, stated in July 2007 that in 2007 UFC would surpass boxing for the first time in terms of betting revenues. In fact, the UFC had already broken the pay-per-view industry's all-time records for a single year of business, generating over $222,766,000 in revenue in 2006, surpassing both WWE and boxing. The UFC continued its rapid rise from near obscurity with Roger Huerta gracing the cover of Sports Illustrated and Chuck Liddell on the front of ESPN The Magazine in May 2007.

Pride acquisition and integration

In Japan, Mixed Martial Arts took a separate, yet convergent evolution, with origins in "shoot wrestling", a form of professional wrestling which had more realistic-looking moves and matches while deemphasizing theatrical elements. Promotions like Shooto and Pancrase discarded the scripts and were already putting on hybrid fighting shows with real fights by the time the UFC was founded. This culminated in the creation of Pride Fighting Championships in 1997. At its height, Pride was the world's most popular MMA promotion, and helped to popularize the sport in Japan and in the world. Having high attendances on large sports arenas and watched by millions of spectators through free-to-air and pay-per-view television. Meanwhile, the UFC was struggling with political persecution, low pay-per-view sales, and doing events in backwater casinos. At that time, many of UFC's best fighters would leave to fight in Pride or other Japanese organizations instead due better pay and prestige. However, in 2006, Pride started to have financial issues due to the termination of lucrative contracts with Japanese TV due a scandal revealing the strong ties between Pride and the yakuza. On March 27, 2007, the UFC and Pride announced an agreement in which the majority owners of the UFC, Frank and Lorenzo Fertitta, would purchase the Pride brand. Initial intentions were for the organizations to be run separately but aligned together with plans to co-promote cards featuring the champions and top contenders from both organizations, making comparisons to the AFL–NFL merger and the creation of a "Super Bowl" of MMA. However, after purchasing Pride, Dana White felt that the Pride model was not sustainable and that the brand became "toxic" in Japan, being difficult to find a new television deal. The organization instead folded, with many former Pride fighters such as Antônio Rodrigo "Minotauro" Nogueira, Maurício "Shogun" Rua, Dan Henderson, Mirko "Cro Cop" Filipović, Wanderlei Silva, and others already being realigned under the UFC brand. On October 4, 2007, Pride Worldwide closed its Japanese office, laying off 20 people who were working there since the closing of its parent company Dream Stage Entertainment (DSE). On June 18, 2008, Lorenzo Fertitta accommodated the UFC's growth by announcing his resignation from Station Casinos in order to devote his energies to the international business development of Zuffa, particularly the UFC. The move proved to be pivotal, as Fertitta helped strike TV deals in China, France, Mexico, and Germany as well as open alternative revenue streams with a new UFC video game and UFC action figures, among other projects.

Late 2000s–mid-2010s growth with UFC 100

Popularity surged in 2009 with UFC 100 and the 10 events preceding it including UFC 90, 91, 92, 94, and 98. UFC 100 was a success, garnering 1.6 million buys under the drawing power of former NCAA wrestling and WWE Champion Brock Lesnar and his rematch with former UFC Heavyweight Champion Frank Mir, Canadian Georges St-Pierre going head-to-head with Brazilian Thiago Alves, and American Dan Henderson opposing British Michael Bisping at middleweight after the two were rival coaches on The Ultimate Fighter: United States vs. United Kingdom. UFC 100 drew interest from ESPN, which provided coverage of the event in the days preceding and following it. ESPN would eventually devote additional coverage of the UFC and other MMA news with the television debut of MMA Live on ESPN2 in May 2010. The buzz from UFC 100 was hampered significantly in the second half of 2009 after a rash of injuries and other health-related issues—including Brock Lesnar's life-threatening bout with diverticulitis—forcing the organization to continuously scramble and reshuffle its lineup for several events. However, the momentum gradually began to pick up in the first quarter of 2010 after victories from defending champions Georges St-Pierre and Anderson Silva, as well as Lyoto Machida's first career defeat to "Shogun" Rua for the UFC Light Heavyweight title. These fights segued into a very popular clash between former UFC Champions and rivals Rashad Evans and Quinton "Rampage" Jackson—rival coaches on The Ultimate Fighter 10: Heavyweights—at UFC 114, featuring the UFC's first main event headlined by black fighters. The event scored over 1 million pay per view buys as Evans secured a unanimous decision victory.

This momentum carried into the summer of 2010 at UFC 116, which featured the return of Brock Lesnar defending his UFC Heavyweight title against the undefeated interim-champion Shane Carwin before 1.25 million PPV viewers. Lesnar survived an early barrage of Carwin's punches in a contest that was nearly stopped by referee Josh Rosenthal. However, Lesnar recovered in the second round to submit Carwin via arm-triangle choke to retain the undisputed UFC Heavyweight Championship. The event as a whole was critically acclaimed in the media for living up to the hype with a number of exciting fights. After a fifth round, last-minute victory by UFC Middleweight Champion Anderson Silva over Chael Sonnen at UFC 117, Lesnar finally surrendered his belt to the undefeated Cain Velasquez via 1st-round TKO at UFC 121. The fight produced Velasquez's eighth knockout or technical knockout in his first nine MMA fights. UFC 129 featured Georges St-Pierre vs. Jake Shields at the Rogers Centre in Toronto, Ontario, Canada and is currently the largest UFC event in North American history, which coincided with a two-day UFC Fan Expo at the Direct Energy Centre. The event sold out 55,000 tickets for gate revenues exceeding $11 million, shattering previous MMA attendance and gate records in North America. On November 5, 2016, the UFC had its first exhibition in New York City after years of being delayed by government officials and red tape with a dramatic first match, Conor McGregor vs. Eddie Alvarez.

WEC merger

Zuffa, the parent company of the UFC, purchased World Extreme Cagefighting in late 2006 and held the first WEC event under new ownership on January 20, 2007. Soon thereafter the WEC made its home on the Versus Network with its first event debuting on that network in June 2007. On October 28, 2010, Zuffa announced that WEC would merge with the UFC. The WEC held its final card on December 16, 2010. As a result of the merger, the UFC absorbed WEC's bantamweight, featherweight and lightweight weight divisions and their respective fighters. The UFC also made the last WEC Featherweight and Bantamweight Champions, José Aldo and Dominick Cruz respectively, the inaugural UFC Champions of their new weight divisions. Reed Harris, who started World Extreme Cagefighting with Scott Adams, had mixed emotions on the merger. "It's kind of like when your kid goes off to college: at first you're not happy, but after you think about it for a while, you're really happy," Harris said following the announcement. "At the end of the day, I never imagined this thing would be where we're at today. I'm extremely proud and happy that I was involved with something that will now be part of what may be, some day, the largest sports organization in the world."

Strikeforce purchase

On March 12, 2011, Dana White announced that Zuffa had purchased Strikeforce. White said that Strikeforce will operate as an independent promotion, and that CEO Scott Coker will continue to run the promotion. Coker announced the return of Fedor Emelianenko on an unspecified July or August event and said that Zuffa-owned company would continue to co-promote with M-1 Global. After an extension was reached to continue Strikeforce through 2012, the promotion's heavyweight division (sans Heavyweight Grand Prix finalists) was merged into the UFC, and the promotion's Challengers series was ended. The final Strikeforce show was Strikeforce: Marquardt vs. Saffiedine on January 12, 2013, after which the promotion was dissolved and all fighter contracts were either ended or absorbed into the UFC.