UFC’s Dana White brings Thrill One Sports & Entertainment to Las Vegas

LAS VEGAS, Nev. (FOX5) – Dana White has always had a knack for turning niche sports into the mainstream, must-see TV. White did it with the UFC and combat sports and now he’s looking to replicate that playbook in a new venture.

“The Fertitta’s and I since Day 1 get into niche sports and the sports people don’t really believe in or think can be big and we make them big, that’s what we do,” explained Dana White.

In 2022, White became co-owner of Thrill One Sports & Entertainment, a company that owns the properties of Nitro Circus, Nitrocross, and Street League Skateboarding. This past year, those employees moved their offices from Costa Mesa to here in Las Vegas at the UFC Headquarters.

“In terms of game changers, Dana White is the ultimate game changer. I don’t think any of us would deny that, having his presence, he makes his presence felt, has certainly been inspirational,” said Thrill One Sports & Entertainment CEO, Matt Cohn. “Especially with the backdrop of Las Vegas, there is plenty here that we can try and jump over. I think I can say this, Dana called Travis Pastrana about jumping over the Sphere. For us we’re Thrill One, it’s thrill based, it’s exciting, it’s jaw-dropping, just like combat sports.”

“We can do stunts,” said White. “We just came out of a meeting in LA with FOX, imagine if you come out of a playoff game with a stunt, Travis Pastrana, some of the other guys involved in Nitro Circus. There is lots of cool synergies that we have not only here in Vegas, but other sports.”

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