Ari Emmanuel on Buying the UFC and how Jon Jones' positive drug test at UFC 200 nearly torpedoed the entire deal-
Roll the Calls, Ch. 49: Buying UFC
The setup. In January 2016, Ari hears through deep-background channels that Lorenzo and Frank Fertitta are thinking about selling UFC. Once the rumor gets out, everyone lines up: VC and PE firms, several billionaires, and CBS. Ari had met the Fertittas once before, and their price was far beyond Endeavor's reach. This time they seem more serious. They've already had a formal meeting with a well-known PE firm that went well, so Ari knows he's on the clock.
He calls Lorenzo and pushes him not to sell to anyone without giving Endeavor a shot. Lorenzo won't commit either way. Ari asks for his dream price. Lorenzo is noncommittal, but says it starts with a four.
Why Endeavor wanted it. Ari brings it to Egon Durban at Silver Lake, who calls it a possible coup de grâce. Sports rights are where media is headed, and UFC would pair naturally with IMG, which had put Endeavor on the global map. For Ari there's also a personal angle: he was raised to see life as a fight, so owning the biggest fight league is the most on-brand deal he could do. He compares it to Michael Phelps buying a pool.
The first months of 2016 are spent on legal pads, whiteboards and modeling. Ari also clears his decks. He stops talking to the press (including cutting off Nikki Finke), avoids public feuds, and installs Mark Shapiro as president of IMG, with Patrick Whitesell's reluctant agreement. Shapiro becomes his main partner on the deal.
The bidding war. By late spring the pressure builds. Reports put rival bids at $2.4B and $3B. Dana White goes on TV and says UFC isn't for sale, which Ari reads as a sign the Fertittas are having second thoughts. It's an emotional, once-in-a-lifetime decision for them, and it lands at the same time as UFC 200, the biggest event in company history.
Ari and Egon put together an investor consortium to reach $4B, the only number he thinks beats Chinese buyers and other large bidders. He describes managing it as an exhausting exercise in handling egos. Every investor is anxious, banks and pipelines are backed up, and someone always needs calming down. The ten days before bids are due are the most intense of his life. He's on the phone nonstop, jumping between deals and topics. In one scene he's driving with Pete, who has to have him pull over because watching Ari work makes him physically sick.
Jon Jones. Endeavor wins the auction. Then, days before UFC 200, Jon Jones, UFC's biggest star and youngest-ever champion, fails a drug test and is pulled from the card. On paper that lowers UFC's value: lower viewership and revenue, plus a year-long suspension.
A vocal part of Endeavor's buy team wants to use it to cut the price at the last minute. Ari thinks that would be fatal. He reads the Fertittas as already uneasy and looking for any reason to walk, and a re-trade tied to a drug test would give them one. Shapiro has his own worries about overpaying too.
Ari keeps going back to Egon, who reminds him of the IMG deal. When that price climbed past $2B, Egon told him nobody would remember the extra $400M a year later, only the value of owning the asset. Ari repeats the same argument to the buy team: in a year no one will care about Jones or a discount, but they'll remember killing the deal. He admits he can't order them to comply because he's the leader but not the boss. In the final prep meeting he tells them flatly that if anyone mentions Jones, the deal dies.
The signing. The closing happens in a big Century City law-firm conference room. There are about thirty people at the table (twenty on the Fertittas' side, ten on Endeavor's), a scribe drafting in real time, lawyers dialing in from around the world, and no windows. Ari watches the Fertittas and sees first fear, then disappointment, because no one says Jones's name. That was their last way out, and nobody gives it to them. Once a $4.2B deal has momentum, Ari writes, it's unstoppable.
The end is anticlimactic. There's no single decisive moment; it's just done. UFC belonged to the Fertittas, and now it belongs to Endeavor.
Aftermath. Handshakes, hugs and nervous laughter follow. Ari steps out to be alone and wonders who he can call who would truly understand. He thinks of Patrick, then realizes Patrick had no role in the deal. He calls it a strange realization and "the first loose thread," hinting at the later falling-out between them.