UFC 33 in September 2001 was the first event we attended – we took Sky Sports to Las Vegas for dinner with Lorenzo Fertitta and Dana White – a full 15 years before this great brand was sold to new agency owners.


We’re incredibly proud at our vision and foresight in spotting the potential of UFC more than a decade before the rest of the industry. While we’re not major MMA fans, we could see the potential appeal of UFC to audiences of young men around the world, and the value to broadcasters across the globe.


RDA was the first to secure television distribution for UFC in many key markets such as UK, Australia, Scandinavia and the Middle East – and we generated over $100m in revenues in the process. While we may not now be actively selling UFC, our legacy lives on…