It seems more than just Dana White's reputation will be affected after footage emerged of the UFC president slapping his wife.
Immediately after the incident, the share price of Endeavor, the company that owns the UFC, has dropped by 5 per cent, in comparison to less than a 1 per cent fall in the S&P 500 during the same period.
White has apologised for slapping his wife, Anne, during a New Year's Eve party
Endeavor acquired a controlling interest in the UFC in 2016, before buying the rest in 2021.
Forbes report that the UFC brings in 20 per cent of the company's revenue and so White's latest actions will be hugely concerning for them.
The altercation occurred on New Year's Eve in Mexico where the couple could be seen arguing and Anne strikes her husband, before he retaliates with a slap of his own.
Both Anne and Dana have since spoken out about the matter, with the UFC president saying: "I am one of the guys who says there is never, ever an excuse for a guy to put his hands on a woman and now here I am on TMZ talking about it.
"This is one of those situations that is horrible. I am embarrassed.
"We have three kids and since the video popped up, we have shown the kids and we are more focused on our family right now.
The incident took place at nightclub El Squid Roe in Mexico
"People are going to have their opinions on this and people's opinions would be right, especially in my case. You don't put your hands on a woman, ever."
Meanwhile, Anne called for privacy for her family, as she said: "Dana and I have been married for almost 30 years. To say this is out of character for him is an understatement – nothing like this has ever happened before.
"Unfortunately, we were both drinking too much on New Year's Eve and things got out of control, on both sides.
"We've talked this through as a family and apologised to each other. I just hope people will respect our privacy for the sake of our kids."
White will be hoping Endeavor's stock price can bounce back from this dip, but in his own words from 2014: "There's one thing that you never bounce back from and that's putting your hands on a woman.
"Been that way in the UFC since we started here. You don't bounce back from putting your hands on a woman."
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