about 12 hours ago

Dana White Says Storytelling Drives UFC Success, Highlights Khabib’s Journey

UFC president White emphasized that storytelling, not trash talk, sells fights, saying, “Whoever you are and wherever you’re from, that’s what I’m selling.” He cited ex-champion Khabib Nurmagomedov’s faith and his late father’s influence as a model of authenticity. “What makes sports great is when you’re good at telling these stories,” White said, crediting narratives for fueling UFC’s global reach.