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Sports Illustrated
Sports Illustrated
Justin Barrasso

Lorenzo Fertitta Sees Business Parallels Between UFC and Skateboarding League

Lorenzo Fertitta UFC Luke Rockhold SLS Aljamain Sterling Johnny Eblen Nyjah Huston Bellator Knicks Mike Perry

Lorenzo Fertitta helped steer the UFC from a broken property into a billionaire-dollar entity.

The former CEO, who led the sale of the UFC to Endeavor in 2016, is now seeking to follow that same blueprint and build a new global sports commodity in the skateboarding realm. More specifically, he plans to do so with Street League Skateboarding.

“Me and Dana [White], when we saw the opportunity with the UFC, we were really excited,” says Fertitta. “It’s really hard to find something in sports that has the potential to be relevant from a global perspective. When we took over in 2001, with essentially a broken piece of IP, and by 2016—and now beyond that—built it into a diamond.

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