UFC brand power: The story of an MMA juggernaut

As the old saying goes, if you can't beat ‘em ... join ‘em!
Or, if you're Dana White -- who runs a billion dollar company that is backed by two billionaire brothers who happen to be your good friends -- you buy 'em.
That's exactly what he did this weekend, purchasing his stiffest competitor (Strikeforce) and perhaps the only viable one still in business today after the Zuffa empire has usurped all other promotions and run the rest out of town.
Merciless? Uncompromising? Arrogant?
Maybe.
Bold? Calculating? Confident?
Absolutely.
White is currently saying all the right things, making it clear that everything will remain "business as usual." And while that might be a wise decision for the short term, the decision makers at ZUFFA have long-term goals.
And you've probably heard White refer to it often: Global domination.

Zuffa is putting all the pieces in place to to do just that. And even though it cost a pretty penny to purchase Strikeforce (exact details were not and probably never will be revealed), it's probably just a small pawn in a greater game of behind-the-curtain combat chess.
What's next? Who knows ... White has promised "big things" in the past and so far he's delivered. He's certainly not done yet.

Don't be surprised to the UFC secure a national television deal in the near future. And if that doesn't work, the good 'ole Zuffa boys could always roll the dice and create its own network.

You'd watch it.

In recent interviews, White has talked very openly about international expansion. It's not just about staging fights in new places, but also spraying some covering fire on the local airwaves before a coordinated on the ground invasion.

Yes, we may soon see the day where there are multiple UFC pay-per-view events on the same day, from different parts of the world, beaming into new living rooms worldwide.

To do this, the promotion needs a large roster of fighters.

Accordingly, it makes sense to grow the brand, sign fighters to UFC after their existing Strikeforce contracts expire and use Strikeforce as a farm team, until eventually dissolving it into the UFC (similar to World Extreme Cagefighting) in two years or less.
That's because most fans are elated at the possible matches this acquisition might bring. Randy Couture vs. Fedor Emelianenko, Nick Diaz vs. Georges St. Pierre, Alistair Overeem vs. Cain Velasquez and countless other scenarios are dancing in our dreams.
Of course, there is a select group of fans who appreciate the smaller shows, and who wish to distance themselves from the "Machine" that is the Ultimate Fighting Championship.
It's now called Bellator -- get used to it.
Regardless of whether you're for or against this purchase, nobody can deny the dominance of the UFC brand. From the no holds barred, tournament-style "dark days" to today's market dominance, the UFC has had the most to do with the sport's success in North America.