Dana White’s Bold BJJ Move: UFC Boss Taking Over Yet Another Combat Sport

Dana White isn’t just dipping his toes into the Brazilian jiu-jitsu world, he’s diving in headfirst. In his typical fashion, the UFC boss declared last year, “This will be the biggest thing to ever happen to jiu-jitsu.” And honestly, are we even surprised?

The man who transformed UFC from a niche bloodsport into a global entertainment juggernaut is now setting his sights on BJJ. And if history has taught us anything, it’s that when Dana White gets involved, things get big. Really big.

Power Slap to Power Choke: White’s Combat Sports Expansion

Let’s be real for a second. Dana’s track record speaks for itself. When he and the Fertitta brothers purchased the UFC for $2 million in 2001, people thought they were crazy. Fast forward to 2016, and they sold it for a cool $4 billion. That’s not just business savvy—that’s wizardry.

Now, after launching the controversial but undeniably attention-grabbing Power Slap League, White has turned his attention to the gentle art. But there’s nothing gentle about how Dana approaches business.

“I’ve always loved jiu-jitsu,” White told reporters at a recent press conference. “The problem is nobody knows how to market this stuff properly. We’re gonna change that.”

What Will Dana’s BJJ Revolution Look Like?

While details remain scarce, sources close to White suggest he’s planning a tournament series with production values that would make ADCC look like a high school wrestling meet. Think UFC-level production, marketing, and prize money—potentially transforming elite BJJ practitioners into household names.

Here’s what we might expect from Dana’s BJJ venture:

The BJJ Community’s Mixed Reaction

Not everyone in the jiu-jitsu world is rolling out the welcome mat. Gordon Ryan, widely considered the greatest no-gi grappler alive, expressed enthusiasm: “Dana knows how to make stars and pay fighters what they’re worth. This could be exactly what the sport needs.”

However, some traditionalists worry about the soul of the sport. “Jiu-jitsu isn’t about flashy knockouts or trash talk,” said one prominent black belt who requested anonymity. “There’s a philosophical aspect that might get lost in the UFC-ification of BJJ.”

But let’s be honest—when has fear of change ever stopped Dana White?

Can White Do For BJJ What He Did For MMA?

I’ve covered MMA for over a decade, and if there’s one thing I’ve learned, it’s never to bet against Dana White. The man has an uncanny ability to read the combat sports landscape and identify untapped potential.

Remember when people said women would never fight in the UFC? Then Ronda Rousey became one of the biggest stars in sports. Remember when they said UFC would never be on network television? Then the FOX deal happened, followed by the even bigger ESPN partnership.

So when White says he’s going to revolutionize jiu-jitsu, I’m inclined to believe him—even if the details remain as elusive as a proper defense to Gordon Ryan’s back attacks.

What This Means For Fighters

For elite BJJ practitioners struggling to make ends meet while dedicating their lives to the sport, White’s entrance could be life-changing. Imagine the Gordon Ryans and Mikey Musumecis of the world getting UFC-level sponsorships, wide exposure, and the kind of paychecks that don’t require them to teach privates between competitions.

And for up-and-coming grapplers? This could create a legitimate career path in a sport that has traditionally offered limited financial upside to all but its biggest stars.

The Dana White Effect: Changing Combat Sports Forever…Again

Love him or hate him (and plenty of fighters do both), White understands something fundamental about combat sports—presentation matters. UFC fights aren’t just fights; they’re stories, spectacles, events. The walkouts, the promos, the embedded series—it all creates investment from fans who might not know an armbar from an arm drag.

Could we soon see BJJ matches with the same production value as UFC title fights? Will we have Ultimate Fighter-style reality shows for grapplers? Dana’s not saying yet, but his track record suggests thinking small isn’t in his vocabulary.

The Bottom Line

When Dana White said “This will be the biggest thing to ever happen to jiu-jitsu,” he wasn’t just blowing smoke. He was declaring his intention to do what he’s always done—take a combat sport with dedicated but limited appeal and transform it into must-see entertainment for the masses.

And if he pulls it off, we might look back at this moment as the turning point when BJJ went from niche martial art to mainstream phenomenon.

The question isn’t whether Dana White can change BJJ. The question is whether BJJ is ready for the Dana White treatment.

What do you think? Is Dana’s involvement good for jiu-jitsu, or should the gentle art remain untouched by the UFC marketing machine? Let us know in the comments below.

Insert image: Dana White at UFC press conference announcing BJJ venture

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