Dana White pulled off a masterclass in business negotiations without ESPN even realizing they’d been played. The UFC president’s seemingly innocent Instagram story, offering a free Fight Pass for a month, was enough to raise the platform’s value by millions before ESPN completed their acquisition.
Dana White Uses Security Guard’s Fight to Boost ESPN Deal by Millions
The timing wasn’t coincidental. It was pure business acumen from Dana White. ESPN is in advanced talks to buy UFC Fight Pass and fold it into their streaming service, while UFC’s broadcasting deal has been signed with Paramount for seven years.
However, the seemingly emotional gesture and free promotion demonstrated exactly how valuable the platform could be. White’s promotion centered around Sal Everett, a UFC security guard who moonlights as an undefeated fighter.
Everett is also known as an “errand runner” and has finished all four opponents so far, three by submission and one by knockout. MMA journalist Jed I. Goodman shared the update, revealing White’s Instagram story captioned: “Sal is coming up next, so I’m making UFC Fight Pass free for a month!! Sign up using code ‘Dana’ and watch Sal RIGHT NOW!”
Dana White is making UFC Fight Pass free for a month. pic.twitter.com/y0PKrg9lKO
— Jed I. Goodman © (@jedigoodman) August 24, 2025
The personal touch was genius. Instead of promoting a big-name fight, White spotlighted his own employee’s professional debut at Tuff-N-Uff 147. The story likely resonated because Everett is chasing fighting glory on his own time despite working in a security position.
This could be one of the many examples of a true American dream. Everett reportedly comes from fighting bloodlines. His father, Greg, compiled a 21-3 record and faced legendary James Toney. In December 2024, with White watching cageside, Everett won the Tuff-N-Uff Amateur Welterweight title in 30 seconds with a brutal knockout.
Now, experts can say White is playing with ESPN while fully backing the UFC’s new era with Paramount. The UFC boss’s recent move further supports this idea.
Dana White Tosses $1000 Casino Chips to Celebrate Paramount Windfall
White’s generosity extended beyond Fight Pass promotions. Fresh off the $7.7 billion Paramount deal, White started tossing $1,000 Casino chips into crowds at Caesars Palace in Las Vegas.
The chips were the iconic orange ones, and video footage shows fans erupting in excitement as White handed out at least five of them. The spectacle perfectly captured White’s mood after securing UFC’s biggest media deal ever.
That $7.7B Paramount deal got Dana White moving different 😂 pic.twitter.com/LygOwbuzyd
— Happy Punch (@HappyPunch) August 21, 2025
The actual amount given remains a mystery, but the crowd’s roar in the video suggested everyone left the casino happy. However, handing out G notes at the casino may feel problematic for some because fighters like Paulo Costa and critics like Jake Paul have recently mocked Dana White’s promises of increased pay.
From a promotional standpoint, however, this casino moment and the free Fight Pass offer are more than just stunts. It will be interesting to see how ESPN responds to the fight game.
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