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Searching for Conor McGregor

The UFC is at the beginning of a seven-year, $7.7 billion media deal, the envy of every other emerging sports outfit in the world, and about to reach the ultimate mark of Trump II cultural dominance with a much-hyped fight card on the White House lawn. So where are all its new stars?

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conor McGregor
Conor McGregor during UFC246 on January 18, 2020. Photo: Steve Marcus/Getty Images
John Ourand
June 4, 2026

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Sure, the UFC’s extraordinary run of success under Dana White long predates the Trump era. But ever since 45/47 descended the golden escalator, the league White bought for $2 million in 2001 has reached remarkable heights. The outfit is six months into a seven-year, $7.7 billion media rights deal with Paramount; it has multimillion-dollar sponsorship deals with brands like Bud Light, Meta, Monster Energy, and Ram Trucks through the end of the decade; and 10 days from now, it will host a card on the White House lawn, heretofore the site of Easter egg rolls and Thanksgiving turkey pardons. Not bad for a league that was still banned in the state of New York 10 years ago.

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