It turns out computer magnate Michael Dell has bought a stake in the global sports brand, also known as the Ultimate Fighting Championship, after months of speculation over a buyout bid.
MSD Capital, Dell’s investment firm, is a minor financial backer behind the astonishing payout, led by talent agency WME-IMG for the mixed martial arts fighting empire.
WME-IMG already represents one of the brand’s biggest draws, Ronda Rousey.
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The sporting brand offers some serious sponsorship and digital content opportunities, with the headline fights just the tip of the iceberg.
In addition, licensing for the video games, cross-promotional TV deals and the sale of merchandise contributed to $600 million in revenue last year.
Fights are now shown in more than 156 different countries and take place in all 50 US states after the last bans were lifted for the sport earlier this year.
It also comes just after arguably the organisation’s biggest series of fights, U.F.C. 200, concluded in Las Vegas on Saturday.
The billionaire founder of Dell started selling PCs directly to the consumer in 1984 and has since gone on to take the firm he started in his dorm room private, in a deal reported to be worth around $25 billion.
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