Occupation: President of the Ultimate Fighting Championship
Previous TIME 100 Appearances: 0
The sport White champions is officially called mixed martial arts, but he and his partners successfully branded it Ultimate Fighting, the name of their outfit, and that's how it's almost universally known to the chagrin of other MMA organizers. By doing so, he has revived a spectacle that had fallen into such disrepute that it was once described as "human cockfighting." Now professional boxing wishes it were Ultimate Fighting. White is the UFC's public face, most pugnacious booster, No. 1 tweeter and most irrepressible fan the ruler of Fight Club.
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