Why the NSW government has inked a $16 million deal with a man in Trump’s inner circle

Among the dozens on stage at Florida’s West Palm Beach County Convention Centre as a newly elected Donald Trump gave his victory speech this week was Dana White, head of a multibillion-dollar fighting competition who has emerged as one of the soon-to-be US president’s most high-profile supporters.

Invited to speak before Trump, White painted the comeback candidate as a victim of “the machine” and described his win as “karma”.

UFC CEO Dana White speaks at Republican presidential nominee Donald Trump’s victory party on November 6.Credit: AP

Closer to home, White is inking deals with several Australian state governments – including a $16 million three-event deal with NSW – to bring his events down under.

Who is Dana White?

Dana White is chief executive of Ultimate Fighting Championship, more commonly known as the UFC, a multibillion-dollar mixed martial arts fighting competition.

A former amateur boxer and boxing coach, White became president of the UFC in 2001. The scale and wealth of the competition has grown dramatically under his leadership, aided by many US states dropping cage-fighting bans.

Alexander Volkanovski (left) throws a punch at Max Holloway during UFC 276 in Las Vegas, Nevada, in 2022.Credit: Getty

Forbes estimates White has a net worth of $US500 million ($750 million).

In January 2023, White was caught on camera slapping his wife in a nightclub in Mexico. He issued an apology, saying there was “no defence” for his actions but rejecting suggestions he should resign or take leave from his job.

“Me leaving hurts the company. Hurts my employees. Hurts the fighters. Doesn’t hurt me,” he said at the time.

“Here’s my punishment: I have to walk around for however long I live, and this is how I’m labelled now,” he added.

How did White become a high-profile Trump supporter?

Donald Trump has been a long-time financial backer of the UFC, hosting some of the first fights under White’s leadership at his since-shuttered Trump Taj Mahal casino in New Jersey.

Donald Trump with Dana White at a UFC event in New Jersey in June. Credit: AP

Interviewed by The Hill in 2018, during Trump’s first presidential term, White said he had received support from Trump since he took over the UFC franchise in 2001. At the time, mixed martial arts fighting was banned in several US states.

“I would never say anything negative about Donald Trump because he was there when other people weren’t,” White said.

“Any good thing that happened to me in my career, Donald Trump was the first to pick up the phone and call and say ‘congratulations’.”

White has supported Trump politically since his first presidential run in 2016.

He spoke at the 2020 Republican National Convention, calling Trump’s re-election “critically important”.

In June, Trump received a standing ovation as he was escorted by White to his seat at a UFC event, two days after he was found guilty of 34 counts of falsifying business records by a New York jury.

What did White say at Trump’s victory speech?

As he celebrated his election win on Tuesday evening, US time, Trump invited White to the microphone.

UFC CEO Dana White speaking as US presidential nominee Donald Trump claims victory in last week’s election.Credit: AP

“This is karma, ladies and gentlemen,” White told the crowd.

“Nobody deserves this more than his family does. This is what happens when the machine comes after you.”

White thanked controversial podcast host Joe Rogan for his endorsement of Trump, calling Rogan “mighty and powerful”, as well as several other right-wing figures, including prankster YouTubers the Nelk Boys, whose skits include pretending to possess cocaine in front of police and taking young Amish men to strip clubs.

What is the UFC’s relationship with NSW Labor?

As an election promise, NSW Labor pledged $16 million in funding to host three pay-per-view UFC events in Sydney.

The first, UFC 293, was held at Qudos Bank Arena in September 2023. Last month, Premier Chris Minns announced a second event, UFC 312, would be held at the same venue on February 9, 2025, bringing the franchise’s “Octagon” fight venue to Sydney.

UFC events had been held previously in Australian cities, including Sydney. But the deal is understood to be the largest between an Australian state government and White’s organisation. In 2019, the Victorian government paid $5 million to host UFC 243 in Melbourne, News Corp reported. Perth hosted the first of two planned major UFC events in a Tourism Western Australia-funded series in August.

When NSW’s three-event deal was first announced, White posted a video on social media personally thanking Minns “for making all of this happen”.

Minns is an avowed UFC fan.

Announcing UFC 312 alongside UFC Australia vice president Peter Kloczko and Australian ex-concreter turned professional fighter Alexander Volkanovski, Minns said Volkanovski, who has also written children’s books, was “one of our greatest Aussie athletes” and a fantastic role model.

The NSW government is also in negotiations to host further UFC events.

How has NSW Labor’s spending on the UFC been received?

Australia’s UFC events have been extremely well attended.

UFC 293 was watched by a sellout crowd of 18,168 spectators – the highest number of tickets issued for a single sporting event in Qudos Bank Arena’s history.

According to the UFC, 63 per cent of tickets were sold to attendees who did not live in NSW.

However, when the plan to spend big to lure three UFC fights to Sydney was first announced by Minns in 2023, women’s safety advocates warned against glorifying violence and raised concerns about White’s personal history of domestic violence.

Not helping matters were sexist remarks made by US fighter Sean Strickland, including that women “don’t need to work, they need to stay home and raise a family”, during a press conference in front of a NSW government logo. He later posted on social media concerns about being “surrounded by dirty liberalS [sic]” in Sydney and relief that he had seen “literally zero” pride flags on his arrival.

Minns at the time said these comments were “obnoxious and objectionable”.

The Coalition has also opposed Labor’s spending on the UFC.

What does Minns make of White’s relationship with Trump?

Asked about White’s appearance at Trump’s party, Minns said his government’s relationship with the UFC was important.

“Programs like the partnership between the UFC and PCYC teach young men about the importance of healthy lifestyles and positive decision-making,” he said.

“This is a massive global sport with huge economic benefits, and we have world champions right here in NSW.”

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