It was just a few short years ago that the Fertitta brothers sold the UFC for over four billion dollars, and now, according to UFC honcho Dana White, the organization’s value tops seven billion.

Granted, this info is coming from a somewhat nonpartisan person, and we’d never know the UFC’s true valuation until a roomful of bespectacled bean counters goes through all the paperwork themselves, but if that number is accurate… wow.

More from Caged Insider

Despite a seeming lack of pay-per-view magic, the UFC has been making some moves.

Here’s MMAJunkie:

According to White and corroborating investor reports, 2017 was the most financially lucrative year in company history. Add in the UFC’s new stateside television deal with ESPN worth $1.5 billion over five years, and White said the value of the UFC brand now sits at a whopping $7 billion.

“When you think about it we haven’t even scratched the surface yet of how big this thing can be,” White said in a recent interview with Tony Robbins. “We just did a TV deal with ESPN for $1.5 billion for five years. Now the company is worth $7 billion.”

Whether White’s claim is accurate or not is unknown, but he made it clear he still sees the UFC on an upward trajectory. Ratings for the majority of the UFC’s televised events in the United States arguably tell a slightly different story, but the company is still pulling strong gate and attendance numbers, plus there are a lengthy list of international deals that drive significant revenue.