“We Let People Go”: Months After $21.4 Billion UFC-WWE Deal, Endeavor CEO Recalls “Horrible” Time for Organization

The year 2020 brought unprecedented challenges for individuals and organizations alike, and the UFC was no exception. The promotional frontman Dana White has reflected on those uncertain times and shared the struggles the organization faced in keeping things going. Despite the pandemic, White was determined to keep the show running and provide entertainment for fight fans worldwide. While the rest of the world was shut down, the UFC managed to organize consistent events, albeit on a smaller scale. However, this arduous journey was not without its fair share of hardships.

Ari Emanuel, the CEO of Endeavor, the parent company of the UFC and William Morris Endeavor talent agency, revealed the significant challenges they encountered during the COVID-19 pandemic. Even though Endeavor recently secured a massive $21.4 billion deal to acquire the WWE, during the COVID-19 days, the company found itself at rock bottom struggling to stay afloat.

When Covid-19 posed a threat to the UFC

In an interview on the “Freakonomics Radio” podcast, Emanuel shared how the pandemic affected the company financially. During the interview, podcast host Stephen Dubner asked Emanuel, “Did you think COVID might kill Endeavor?”. Reflecting on this, the 62-year-old CEO replied, “It was bad,” He continued, “I’d never had to fire that many people.”

Emanuel mentioned that the continuation of UFC fights during the pandemic played a crucial role in saving the company, accounting for approximately 70% of their revenue that year. Further talking about the struggles to keep the organization alive during the pandemic, the Endeavor CEO stated, “We had our ESPN deal. We then started making deals for writers. So we stored all the cash. We didn’t let anything out. We let people go, which was horrible, or furloughed them.”

Read more: ‘Hiding in My House for Year and a Half?’- Dana White Explains His Tough Decisions During Lockdown

Through the storm, Endeavor’s leadership team, led by Emanuel, proved to be the lighthouse that guided them to safer shores. The UFC’s resilience and the implementation of innovative strategies, such as the ‘Fight Island’ events, not only salvaged the company but also became a beacon of hope for other professional sports leagues.

What do you think of UFC’s strategies to keep the business on during Covid-19? Let us know in the comments below.

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