“I’ve heard a strong rumor that it is sold,” Couture said. “… Lorenzo’s [Fertitta] out. Dana [White] is still in. Four-billion-dollar price tag, somewhere thereabouts. I heard from fairly reliable sources that that’s happening.”
Couture conducted the interview before a FloCombat story saying Zuffa had accepted a $4.2 billion bid for the UFC. UFC is denying that the company has been sold.
Couture was shocked at the selling price that has been discussed.
“That’s a crazy number,” Couture said. “We were doing the first season of ‘The Ultimate Fighter.’ They were [$40 million] down and spent another 11 to get that show on the air. We were very concerned they were going to sell the company or the sport, under that brand, would die for sure.”
“If the UFC has a problem right now as a brand, it’s an image problem,” Couture said. “How they act and how they treat the fighters and the things that they do with their fighters that are in their stable and lot of that trickles down from [Dana White] – his attitude. His attitude when he does interviews. His attitude when he deals with the media. His attitude when he deals with his fighters.”
“I don’t understand. If I bought the company and wanted to change that or take it to the next level, I’m thinking you need a change of face, you need a change of image,” Couture said.
“They need somebody to show them the ropes. But are those really the ropes you want to be shown? Some of those ropes are pretty sour in my mind.”