Cage Kings: How an Unlikely Group of Moguls, Champions & Hustlers Transformed the UFC into a $10 Billion Industry

by Michael Thomsen

A “propulsive and wildly engrossing” (Brad Stone, author of The Everything Store ) account of how the UFC turned mixed martial arts into a multibillion-dollar business and global pop culture phenomenon.

Decried as “human cockfighting” by Senator John McCain and dismissed by the New York Times as a “pay-per-view prism” onto the decline of Western civilization, the UFC seemed by 2000 to be bleeding out. The cage fighting promotion had been banned in thirty-six states and was struggling to cover production costs for its next event.

But three buddies in Las Vegas—an ambitious personal trainer and two young casino heirs—saw something else in the a vision of the future. Over the next two decades, the trio would transform the company into one of the most valuable sports properties in the world, worth more than the Beatles catalog or the New York Yankees. And along the way, they would also transform the lives of some of the sport’s biggest stars, both for better and worse.

A “captivating” (Christopher Leonard, author of The Lords of Easy Money ) behind-the-scenes account of a once-reviled subculture’s strange path to pop legitimacy, Cage Kings embeds you in a world of desperate fighters, audacious promoters, fanboy bloggers, fatherly trainers, philosophical announcers, hustling sponsors, and three improbable twentysomething corporate titans on a darkly comic odyssey to normalize a new level of brutality in American pop culture—and make a fortune doing so. For in an era of generational poverty, eroding labor rights, radical media transformations, simmering political grievances, and an obsession with winning at any cost, the spectacle of two people fighting in a cage for another few months’ wages suddenly seemed to make sense.

Stylishly written and poignantly observed, this “must-read for fans and the simply curious alike” (Matthew Polly, author of American Shaolin ) offers a provocative look at how the hollowing out of the American dream and the violence of modern capitalism left us ready to embrace a sport like cage fighting.

Genres: Sports, Business, Nonfiction, History

448 pages, Hardcover

Published June 20, 2023

Reviews

[Scott Cumming · Rating 4 out of 5]

Thomsen writes the story of the UFC and its owners in a book that ultimately pits the economic success of the company against the financial, physical and psychological strains of its independent contractors i.e. fighters.

The book doesn't pick sides, but presents the reporting of both sides throughout. You're shown the good and bad of the UFC as they ruthlessly squeeze the MMA marketplace and force fighters to take what they are given, all the while, being able to point at the other promotions who offered Fedor what he wanted only to see themselves go down the tubes when the expected bump from signing him didn't materialise.

Without stating it as such it presents the act of being an MMA fan as somewhat of a moral quandary in terms of the product selling for billions of dollars while the fighters taking below living wage contracts for fights that may end or curtail their careers.

Ultimately, for any fight fan, you are watching the product the majority of the time. You'll have the odd favourite fighters , but as Thomsen refers to the "Holy Shit" moments are the reason we sit through 40-odd events per year in the hope of catching one of these as it happens.

One thing that maybe isn't fully explored as the UFC and business side of things grew, the fights themselves evolved becoming more technical and strategic with Dana White acting as the mouthpiece against this kind of fighting and as one of the profiteers from balls to the wall fighting. We are at a time where kids have grown up watching MMA and do not study one discipline like the combatants of UFC 1.

In terms of the business end of things, the sums can appear dizzying and Thomsen rightly intersperses the book with profiles of fighters who pushed the boundaries of fighting and the UFC.

Randy Couture, Nick Diaz, Ronda Rousey and Conor McGregor are profiled against the business side and shown as the ones either punished or rewarded for how they lived as fighters. Couture seems to be outwardly punished for looking to progress himself beyond what he achieved with the UFC. Diaz fought simply for survival and was once pushed from the UFC before being ushered back in as a headlining fighter. Rousey spearheaded women's MMA into the UFC in a sharp rise and sharper exit and everything seemingly culminated with McGregor's larger than life persona and ability to talk things into being.

I'm positive McGregor's legacy will always be up for debate, but the fact the Mayweather fight even happened is miraculous and even now seems almost dreamlike.

Like with any major sports, as a fan, you have to disconnect the product from the politics of those who run it. The Saudi and Abu Dhabi run football clubs must be reflected on, but it doesn't play into things when a stunning goal is scored and similarly, the largesse of the UFC's owners is counterbalanced against the afterlife of former UFC fighters and bares a stark contrast, but it doesn't make the fights themselves any less exciting. Thomsen manages to adeptly explain the history and inner workings of the UFC without kissing the ring, but like all others before him there is no telling where things will go from here except that there will always be growth to the bottom line.

[Eric Bottern · Rating 4 out of 5]

An in-depth collection of the moments and people that helped shape the UFC into what it is now. Falls somewhere between a biography on Dana White and snapshots of individual fighters. I think the author would’ve benefited from picking a lane. My interpretation is that the book is pro fighters union/CBA, and I was personally interested in the stories of fighters who clawed their way to the top and weren’t fairly compensated. Very interesting to follow along the path of a new sport being developed.

[Sumukh · Rating 5 out of 5]

If you want an overall history to the UFC, Thomsen writes that book and does so in a balanced, page-turning way. He highlights the most recognized fighters along the way with impact on the business and the issues of the business. I was happy with it and how it ultimately provides a concise, over-arching tale of the rise of the UFC throughout the world.

[Daniel Burke · Rating 5 out of 5]

Outstanding. The best!!

[Tommy Segi · Rating 3 out of 5]

The book starts out great, giving detailed history of the UFC and how UFC 1 came to be. All of the information pertaining to fighters and events was outstanding. I’m not really that interested in the sale of the UFC from mogul to mogul, beyond the nuts and bolts of it. Dedicating entire chapters to business deals wasn’t keeping my attention. Overall, not bad but I felt like he lost me about 2/3 of the way through.

[John · Rating 4 out of 5]

A brutal business based on a brutal ‘sport’. And interesting read.

[Anthony Yodice · Rating 4 out of 5]

I'm a UFC fan, but this made me feel bad about that. The company comes off as very cold and heartless about profit. Some great stories about the early days and some references to memorable fights that were fun. Well researched and written.

[BMG · Rating 4 out of 5]

Very good and interesting read for any ufc / mma fans.
Rating 4

[Aamir Hussain · Rating 3 out of 5]

Cage Kings is a fascinating and engaging audiobook that traces the history and evolution of the Ultimate Fighting Championship (UFC) and mixed martial arts (MMA) in general. The narrator does a superb job of capturing the personalities, controversies, and drama that shaped the sport from its humble and brutal beginnings to its mainstream and global success. The book covers a wide range of topics, such as the origins of MMA in Brazil and Japan, the influence of the Gracie family, the rise and fall of Pride FC, the emergence of stars like Chuck Liddell, Randy Couture, Georges St-Pierre, Anderson Silva, Ronda Rousey, Conor McGregor, and Khabib Nurmagomedov, and the challenges and opportunities that the UFC faces in the present and future.

However, the book is not without its flaws. The most glaring one is the abrupt ending that leaves many questions unanswered and many topics unexplored. The book ends with the UFC 229 event in 2018, which featured the infamous brawl between Nurmagomedov and McGregor’s teams. While this was a significant moment in MMA history, it was not a satisfying conclusion to the book. The book does not address the aftermath of the incident, the impact of COVID-19 on the sport, the rise of new champions and contenders, or the potential expansion of the UFC to new markets and audiences.

Another criticism is that the book is too US-centric and does not give enough attention to the global and diverse nature of MMA. The book focuses mainly on the UFC and its American fighters, while neglecting or glossing over other promotions and regions that have contributed to the sport’s growth and popularity. For example, the book barely mentions the popularity of MMA in places like Dagestan, Russia, where Nurmagomedov hails from and where many talented fighters are emerging. The book also does not explore the cultural, political, and social factors that shape MMA in different parts of the world.

Overall, Cage Kings is a well-written and well-narrated audiobook that offers a comprehensive and captivating overview of the UFC and MMA. However, it could have been better if it had a more satisfying ending and a more balanced and inclusive perspective on the sport’s global reach and diversity.

[Jarrod Keeling · Rating 5 out of 5]

This is the definitive history of the UFC.

Mixed Martial Arts (or cage fighting) is arguably the fastest growing sport on earth, largely driven by the success of the UFC. However, like any corporation, this success was only made possible through exploitation on a massive scale. In Cage Kings, Michael Thomsen tells the stories on both sides of the UFC: the fighters that bleed for our entertainment and the fighters that bleed for our entertainment.

As someone that follows MMA, I was able to instantly fall into the narratives that Thomsen crafts. Fan favorites, such as Conor McGregor, Rhonda Rousey, and Nick Diaz are all given extensive profiles that illustrate and humanize the struggles and triumphs of UFC fighters. Just as fascinating are the extensive business dealings involving Dana White, Ari Emmanuel, and the Fertitta family. Readers will be shocked at the cut-throat capitalism that undergirds this industry. The world of the UFC is one where the men and women assaulting one another in a metal cage are the real and relatable people, while the guys in suits writing contracts behind the scenes are the actual savages.

Further, the book is written in such a way that anyone can get lost in the pages. Therefore, I can highly recommend Cage Kings to both MMA fans and those with no knowledge of this bizarre sport.

[Josh · Rating 4 out of 5]

Interesting and detailed. Thomsen tells the story of the UFC through the lens of major figures in its history. At times, this seemed to pull the narrative off track. But more often, framing the story of the organization through the stories of key players made for fascinating and informative reading.
If only this book came about after the WWE merger. It feels like there is another chapter needed before the book even hits the shelves. In fairness, this volume is good enough that if they chose to update and release a 2nd edition in 5 years, it would be worth a reread.

Good book. ARC provided

[Oliver Bateman · Rating 4 out of 5]

You can read my review here, which ran in a print edition of the Washington Examiner:

https://www.washingtonexaminer.com/op...

[Chris Simpson · Rating 4 out of 5]

Great, informative book. I’ve been a fan of MMA for 15 years now, and it opened my mind to just how difficult the earlier days were for the “behind the curtain” operations of the UFC. One thing it has asserted in me, is that Dana White is a scumbag. However, a very successful and driven scumbag.

[Neil McGee · Rating 5 out of 5]

Have never watched, will never watch, , really enjoyed the book and learning the recipe that made it profitable after 25 years. 👏

Good read!

[Bret Eubank · Rating 5 out of 5]

Really, really well-researched and a captivating read.

[Michelle Q · Rating 5 out of 5]

Incredibly well researched book about the rise of MMA to multi-billion dollar industry that it is today. I'm only a casual fan, but this was so interesting that I couldn't put it down.

[Cres · Rating 5 out of 5]

Cage Kings is one of my favorite books I have ever read. Thomsen masterfully tells a story spanning decades in a way that is not only informative, but captivating. I highly recommend this book.

[Ivan · Rating 4 out of 5]

Well, this book was a rollercoaster. And not the fun kind like Cú Chulainn (all my Irish people reading this know what's up), but an unpredictable one... like a donkey pulling a wheelbarrow across a busy open market on a bumpy pavement.

First, 3 things I knew before reading:

1. Dana White is an awful guy. No explanation is needed.

2. CTE runs rampant throughout the MMA world, take a glance at someone like Justin Gaethje, and you'd swear he was just learning to talk.

3. UFC is a controversial business. You can't tell me that a sport once labelled "human cockfighting" is going to be a lovely ordeal.

Now, 3 things I DIDN'T know:

1. How hard it is to be a champion! Whether it's in MMA, Muay Thai, or any variation of a combat sport, being the champion of your division means you are the best in your weight class. But when you look at a guy, let's say, Chael Sonnen, who threw himself into this sport, got cut 2 times from the UFC (albeit one of the 2 times was due to steroid use) but fought his way back up, just falling short of being champion. His last promise to his dying father was that he'd be champion some day. NOW, he still has cemented a legacy as one of the best trash talkers in MMA history. Heavy is the head that holds the crown.

2. How involved the Gracie brothers were in the founding of the UFC.
Now, I myself am a giant Jiu-Jitsu fan and belong to a Gracie Jiu-Jitsu gym. But I never could've guessed how hands-in they were! The things ya don't know......

3. What Judo actually was. Okay, okay, let me explain myself. I know you are sitting there, wasting time on GoodReads when you could be out doing something and thinking to yourself: "This lad is mad! How can he not know what Judo is?" Well, here's the thing: I never was motivated enough to type those 3 words into my good friend Google. Finally, I read about Ronda Rousey and decided to finally do some research.


Pros + Cons of reading this:

Pro 1: Deep dive into the UFC, very fascinating!

Con 1: It tends to go on for quite a bit about unnecessary details.

Pro 2: It provides in-depth biographies on Conor McGregor, Ronda Rousey, and Nick Diaz. Very cool to see!

Con 2: You can lose track very quickly. A sentence may go on for 2 pages!

Pro 3: Provides lots of source materials, even having a designated referral page or two, where it shows you what books you may like if you enjoyed it.

Con 3: Would really have liked to hear more about fighters and their lives, or even certain iconic UFC events. Missed opportunity.


This book was a good read (haha, see what I did there?), and I would like to read more in its vein.

3.9/5
so basically a 4

[Andre · Rating 3 out of 5]

A very well research book on, first and foremost, the financial history of the UFC. I didn't realize it until finishing the book, but it is really structured based on the financial milestones of the UFC over the years, from the initial birth, to the sale to the Fertitta's, to The Ultimate Fighter saving the UFC, to the final boom from the McGregor Era and the subsequent sale for over 4 billion. This is told through first hand accounts, descriptive stories, and personal opinions. There were definitely many stories I, as a casual fan, had never heard before.

It would have been nice to see more of a focus on the fighters, especially more of the modern icons. Randy Couture, Nick Diaz, Ronda Rousey, and Conor McGregor in particular get large sections dedicated to them, but other prominent figures such as Anderson Silva, George St-Pierre, and Jon Jones are only mentioned in passing. My favorite part of the entire book was probably the chapter on McGregor, which included detailed accounts of his fights with Chad Mendes, Jose Aldo, Nate Diaz, Eddie Alvarez, and Floyd Mayweather. I wish there could have been something similar for those other fighters, but looking back with the focus of the book being the financial growth of the UFC, I can understand why that didn't happen. I also would have liked it if the book had gone and further explored things that happened after Mayweather vs McGregor and the sale of the UFC, but instead it was only mentioned in passing at the conclusion. A very informative book, but one that primarily focuses on the growth of the UFC as a corporation instead of the fighters and icons of the sport.

[Bryce · Rating 4 out of 5]

Cage Kings provides an interesting look at the history of mixed martial arts and the UFC in particular. Thomsen focuses heavily on the business side of the equation, highlighting key fights to show how they changed the prospects of the business rather than keying in on the fights themselves or the cast of characters that have made the UFC. The result is a book that gives a good overview, but lacks the color and spark to be exceptional.

Thomsen approaches his subject as both a fan and a journalist and does a good job balancing the two. The last chapter is by far the most harsh in its criticisms of the UFC, but those themes are hinted at throughout the book.

All in all it's an interesting treatment on the rise of the UFC as a business and cultural force that is best suited to someone with a casual interest in MMA.

[Joyce · Rating 5 out of 5]

the fighters (almost literally) give their lives to contest for comparative pennies while for most of the moneymen it's an investment, a set of figures on a spreadsheet whose real world correlation is irrelevant, it could be anything, it's collateral to take out loans on in order to acquire more (more, more, anything at all with any worth) and then be sold off to someone else. what's the opposite of an allegory? taking the abstract structure of our society and making it violently literal

[John Schorg · Rating 3 out of 5]

The author does such a good job explaining how the UFC became a success that you wish he'd spent more time delving into why it became a success. The book is filled with characters who are compelling and detestable in equal measures, but it also must be said that the most memorable passage is a story the author tells about his father on the final page of acknowledgments.

[Joe · Rating 4 out of 5]

Almost 100 pages of notes! What a thing to note about the book.

The opening lines of the book, about how this sport says something negative about society, gets a good development throughout. I have never seen an MMA fight and don’t want to. Reading the book is almost like watching a train wreck: how can people do these things? Not just the brutal fights but also the brutal business.

[Aidan Liquorie · Rating 3 out of 5]

Solid.

Learned a lot about the early days of the company which I enjoyed. Wish there was more detail on some of the events/fighters which really built up the company.

Last decade was essentially just a couple chapters besides a focus on McGregor and Rousey which was a bit disappointing.

[Joe · Rating 4 out of 5]

Great book to get educated on the early years of the UFC. As a newer fan, getting to read all if those stories was very informative of how far the sport has come. Overall a fairly good book.

[Larry · Rating 4 out of 5]

I really enjoyed this.

[Campbell Bloomfield · Rating 3 out of 5]

Dana White kinda shitty

[Jamie · Rating 3 out of 5]

Solid overview of the development of the UFC and MMA. Did wish it went a little more into the culture around MMA

[Brent Lloyd · Rating 5 out of 5]

The UFC is a polarizing sport, with a massive following and controversial stars and figureheads. With a reputation like that, it would be easy for any history of the UFC to glorify the organization and paper-over the questionable practices and history of the league with stories of glory and fame. It would also be easy to write a book focused solely on the problems of the UFC to the detriment of the accomplishment of its athletes and the entertainment it has provided to millions. But in Cage Kings, Michael Thomsen manages this balancing act, showing clear enthusiasm for the history and growth of the sport into what it is today, and the characters that led the now iconic brand to where it currently sits in the American lexicon. Regardless, he is still willing to recognize the issues that have been present since the start of the UFC, and the issues that have followed.
Regardless of whether you are a fan of the UFC, or don’t even know what those letters stand for, this is a fascinating read and study of the rise of a new sport, and the figures, from Dana White to Randy Couture, the Fertitta brothers to Ronda Rousey and Conor McGregor, and how they shaped not only a sport, but a culture. Insightful, thoughtful of the identity, development and growth of the league from both a showtime and a business perspective, this is a fascinating and engaging book I encourage anyone with even a passing interest in MMA to read.

[Matthew · Rating 4 out of 5]

4.5 stars. the definitive UFC book. really informative and well-written, and completely accessible for non-MMA fans. offers a useful & interesting angle into both the psyche of the amerikan reactionary and the forces of capital that shape its externalization.