UFC President Dana White has announced plans to expand into the grappling and Jiu-Jitsu market, with a new reality show in development and plans to begin hosting events.
Speaking at the 2024 SBJ Media Innovators conference, White revealed that the UFC parent company TKO will aim to consolidate all combat sports under its umbrella by the end of 2025. “We’re literally launching a reality show and then gonna start putting on shows,” White said regarding the Jiu-Jitsu venture.
Mikey Musumeci’s groundbreaking transition from ONE Championship to the UFC marks a pivotal moment for Brazilian Jiu-Jitsu. Citing personal motivations and a desire to professionalize the sport, Musumeci envisions the UFC’s involvement as a game-changer. He highlighted the UFC’s potential to create a legitimate platform with rigorous PED testing and stable funding, contrasting it with the “shadiness” of many existing promotions.
While he acknowledges potential backlash from the jiu-jitsu community, Musumeci remains steadfast in his mission to provide aspiring athletes with a sustainable and professional future. The UFC’s plans to establish a dedicated grappling league reflect their ambition to revolutionize BJJ, much like they did with MMA, signaling a promising new era for the sport.
The move into Jiu-Jitsu comes as TKO looks to capitalize on the growing global appetite for combat sports. White pointed to the success of Power Slap as evidence of combat sports’ broad appeal, noting that new combat ventures can find rapid success when properly executed.
This expansion represents another strategic move for TKO Group, which already houses both UFC and WWE. White indicated that the company’s vision is to become the dominant force across all combat sports, with the Jiu-Jitsu initiative being the latest step in that direction.
The announcement comes as UFC continues to explore new growth opportunities, with White also revealing ongoing talks to enter the boxing market, with potential deals to be announced in early 2025.
