UFC President Dana White said the organization is developing its next major event, built around a concept from executive producer Craig Borsari that White called "incredible." White said the project requires "a lot of work and a lot of ingenuity to pull off" and that he needs to "do some more groundwork" before committing.
The announcement follows the UFC's recent run of first-of-their-kind cards. The organization held an event at the Sphere in Las Vegas in September 2024, then staged UFC Freedom 250 at the White House on June 14.
The White House show drew the highest volume of Google searches for UFC ever recorded in a single month, with June 2026 setting that mark. TKO Group Holdings, the UFC's parent company, reported a $30 million loss to stage the event. TKO Group CEO Ari Emanuel called it a "roaring success" regardless, and the company posted higher revenue in the second quarter of 2026.
White had said he would "never do anything like this again" after the June event. He now frames it more narrowly: "I mean, there'll never be anything like the White House ever again." He credited Borsari — whom he calls "Cocky Craig Borsari" — with driving the new proposal, saying Borsari "absolutely killed that event" at the White House.
White confirmed the new event would be held in the U.S. saying "No" when asked whether it would take place outside the country.
The Colosseum in Rome had been considered as a venue during negotiations between Elon Musk and Mark Zuckerberg — negotiations White confirmed were real. White previously cited an estimated $150 million fee as a barrier to hosting an event there, but said he would be open to the venue if a billionaire such as Musk or Zuckerberg were willing to front the cost.
If the event moves forward, White committed to announcing details first on The Pat McAfee Show.
