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Dana White's Memorable Business Lesson: The Fight for
By Tsani Gramatikova access_time 2 min read

The Ultimate Fighting Championship’s CEO and president, Dana White’s journey to acquire the domain name is an excellent example of how certain decisions in business and branding can have a lasting effect. 

UFC launched on, a domain with the ccTLD extension for Tuvalu, typically associated with television and entertainment. This choice, while thematic, didn’t offer the universal recognition and credibility of a .com domain. 

In a YouTube interview, Dana White shared his regret over initially missing the opportunity to purchase the Exact Brand Match (EBM) domain from User Friendly Computers. He considered the asking price too high then, resulting in prolonged negotiations. As UFC’s fame escalated, the cost of acquiring also soared. This experience turned out to be a pivotal learning moment for White, now regarded as his ‘big first business mistake.’

The acquisition of the EBM domain enhanced UFC’s brand authority and improved its global accessibility and recognition. Dana’s experience underscores the importance of securing the right domain name early on, a lesson that’s invaluable for businesses aiming to establish a solid digital footprint.

Dana White also owns, which cleverly redirects to, thus streamlining traffic and strengthening his personal and professional brand’s online presence.

Resulting from the merger between World Wrestling Entertainment, Inc. (WWE) and Zuffa, UFC’s parent company, TKO Group Holdings has secured more than 1000 protective domains over the years. This extensive collection, which includes domains like, showcases a proactive approach to brand protection and online presence and offers marketing and expansion opportunities, allowing for tailored approaches to different markets and audiences.

Dana White's Memorable Business Lesson: The Fight for

When it comes to premium domain names, it’s important to weigh the potential loss in terms of brand recognition and revenue against the cost of the investment. In the long run, a premium domain name can be a valuable asset for your business. Contact us to learn more about our premium domain options and how they can help your business succeed.

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