Actually, Dana White and the Fertitta Brothers seem to be building a sports empire with extreme sports. Under the name Fiume Capital Private Equity they have been buying into obscure sports with growth potential. Thrill One Sports and Entertainment (Nitro Circus, Street League Skateboarding (SLS), Nitro Rallycross, Thrill One media) Was their biggest buy. They also been supporting FloSports. Slap fighting was doing well under arnold schwarzenegger's sports festival where strong man events are the thing.