Dana White’s Thrill Sports Signs With Independent Artist Group

EXCLUSIVE: Thrill Sports, the extreme sports company from UFC’s Dana White, has inked with Independent Artist Group for worldwide representation in television and media rights, brand partnerships, and global touring.

Focused on high-adrenaline sports generating viral moments for a young, digital-native audience, Thrill Sports’ portfolio of live sporting event properties includes Power Slap, a professional, regulated slap-fighting competition; the professional skateboarding league Street League Skateboarding; and Nitro Circus, a brand showcasing the best extreme sports athletes in live arena and stadium events.

Also part of the portfolio is Thrill Sports Productions, the company’s in-house production company focused on projects in the sports and entertainment space, which launched in 2025 with RAM: Race for the Seat, the competition series focused on RAM’s reentry into NASCAR.

IAG will advise White’s company on strategic broadcast, cable, streaming, FAST and international distribution opportunities, strategic brand partnerships and live event touring as the company plots its global expansion. IAG has extensive expertise in building international events, working with such current artist tours as Metallica, Rush, 50 Cent, Mary J Blige, Ne-Yo, The Strokes, Def Leppard, Smashing Pumpkins, Limp Bizkit, Motley Crue, Sleep Token and Ghost. The agency also notably conceived and executed the record-breaking 10-year Billy Joel residency at Madison Square Garden.

The IAG signing is notable given White’s long history with WME Group’s Ari Emanuel, who led the $4 billion buyout of the UFC in 2016. In 2023, when Endeavor merged the UFC and WWE to form sports mega-corp TKO Group Holdings, White was elevated from President to CEO of UFC, with Emanuel taking the reins as CEO of TKO.

Reuniting White with longtime partners Fiume Capital and Craig Piligian, Thrill Sports’ portfolio has generated over 80 million followers across social platforms, along with 20+ billion annual impressions and 50+ billion lifetime video views. The company’s properties have proven particularly successful in reaching the coveted 18-to-34 demographic.

“As demand for live sports programming continues to accelerate, these brands are uniquely positioned for significant success and continued growth across television, streaming and live events,” said IAG CEO Jim Osborne and President Kyle Loftus. “We are excited to help maximize those opportunities worldwide, both through media partnerships and by bringing Thrill Sports events to leading venues around the globe.”

Thrill Sports CEO Frank Lamicella said, “We’re excited for the future of Thrill Sports – our brands are growing significantly, our live events are one-of-a-kind and our connection to the next generation of young global fans is undeniable. With IAG by our side, we have a strong like-minded advocate that sees what we see, and that will continue to build success with us.”