Rumors have been swirling over the last month that the UFC had been in negotiation to sell. Several reputable media outlets reported different aspects of the sale, including interest parties, valuation, etc.

Apparently now the deal is actually done:

The UFC has been sold … TMZ Sports has confirmed … and the sale price is around $4 billion.

UFC sources told us entertainment and sports talent agency WME/IMG will be the new owners. The company head, Ari Manuel, will wield a lot of power over the organization.

We’re told Dana White will still have a major presence, serving as President. The Fertittas brothers will have a minority interest and a diminished role.

read entire article…

There hasn’t been any official word yet from the organization, but UFC President Dana White did send out a mysterious smiley face tweet tonight:

😃

— danawhite (@danawhite) July 11, 2016

Update: This morning, the UFC released an official statement from the press confirming their acquisition by WME / IMG:

BEVERLY HILLS, CA (July 11, 2016) – WME | IMG today announced the acquisition of UFC, the world’s premier professional mixed martial arts (MMA) organization.

A global leader in entertainment and sports with a portfolio of more than 800 owned, operated and/or commercially represented events, WME | IMG will also serve as UFC’s operating partner. WME | IMG, which has a proven track record of building leading sports brands, will focus on accelerating the sport’s popularity and presence around the world. Silver Lake Partners and KKR will join WME | IMG as new strategic investors, along with MSD Capital, L.P. and MSD Partners, L.P. which will provide preferred equity financing.

We’ve been fortunate over the years to represent UFC and a number of its remarkable athletes, said WME | IMG Co-CEOs Ariel Emanuel and Patrick Whitesell. It’s been exciting to watch the organization’s incredible growth over the last decade under the leadership of the Fertitta brothers, Dana White and their dedicated team. We’re now committed to pursuing new opportunities for UFC and its talented athletes to ensure the sport’s continued growth and success on a global scale.”