Does Sean Gregory know something Dana White doesn't?
In a July profile of the rapid ascension of mixed martial arts to the top of pop culture, the Time magazine journalist pegged the Ultimate Fighting Championship's worth at north of $1 billion.
It's little wonder. Live events routinely break revenue and attendance records. Twelve UFC pay-per-view events in 2007 could -- assuming an average buy rate of 500,000 and a 50-percent stake after the cable companies take their cut -- be counted on for more than $100 million in gross revenue. White himself has bragged of living in a Las Vegas mansion worth millions and owning a fleet of cars.