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Dana White has opened up on the collapse of "the biggest fight ever" involving Elon Musk and Mark Zuckerberg.
Last year, the pair of tech billionaires went back and forth on social media and ultimately agreed to fight inside the Octagon.
Tesla CEO and X owner Musk did his best impression of UFC legend Khabib Nurmagomedov when he asked Zuckerberg to "send me location" and the Facebook founder was game for a showdown.
UFC chief White expressed his interest in promoting the fight, which he believed had the potential to triple the numbers from Floyd Mayweather vs Conor McGregor superfight in 2017.
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Musk received training offers from Jorge Masvidal and Sean Strickland, while Zuckerberg mixed it up with Israel Adesanya and Alex Volkanovski.
The iconic Colosseum in Rome was touted as a potential location and White has confirmed that the talk wasn't all hype.
"It would have been the biggest fight ever done," he said on the Lex Fridman podcast.
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"Two of the most powerful, wealthiest men in the world. Lots of people talk s**t, go back and forth and sue each other.
"These two guys were literally talking about facing each other in the Octagon and fighting.
"And they're in a business that is looked at as geeky - they're 'tech nerds'. These are two dudes that were willing to throw down and fight.
"I was taking serious real time working on this thing, I had projections and I had numbers. I was looking at venues, on the phone with the f***ing colosseum in Italy.
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"These guys were serious and it was something that was really gonna happen. In the short amount of time that it was going down, I was having a blast with it."
The tear-up never materialised but many had Zuckerberg down as the favourite given his background in brazilian jiu-jitsu after he won a gold and a silver medal in two different disciplines in his first tournament.
Topics: Dana White, UFC
Josh Lawless