Dana White made a bold financial claim following Dana White’s Contender Series, and the internet quickly zeroed in on one name.
Speaking to media, White brought up the earning potential for athletes who stay active inside the Octagon. He referenced last week’s comments about the $225 million Contender Series alumni have collectively earned in the UFC since the show launched in 2017, then pointed to one athlete in particular.
“This show has paid figh ters that have come off at like $225 million over the last 10 years. And one of the guys that never competed for a world title has made over 11 million dollars,” White said. “So staying active and keeping yourself out there and in everybody’s face is not only good financially, but you have a very limited amount of time to make a lot of money in any sport. So staying active is the move. I love it.”
The figure may sound more significant than it is when compared with the UFC’s overall revenue. However, with hundreds of Contender Series alumni competing under the UFC banner, a relatively small group of top earners likely accounts for a large share of that money.
The claim also sparked debate over how the $225 million has actually been distributed among DWCS alumni. One fan pointed out that if a single athlete has earned around half of the reported total, it raises questions about what the majority of athletes on the show have made.
Although White did not name the athlete, fans and media members quickly pointed to Kevin Holland as the likely subject. Holland is a Contender Series graduate who has built one of the most active records in the UFC, competing 30 times inside the promotion without ever competing for a title.
His UFC record stands at 16-9, part of a professional MMA record of 29-15.
Disclosed purses from state athletic commissions show how Holland’s pay has grown over his career. He earned $13,000 for a loss to Thiago Santos at UFC 227 in August 2018, $52,000 for a win over Anthony Hernandez at UFC on ESPN 8 in May 2020, and $250,000 for a loss to Reinier de Ridder at UFC 311 in January 2025.
DAZN sports writer Steven Muehlhausen weighed in on the timing of White’s comments, suggesting they served a purpose beyond simple praise.
“This is done for a reason and just didn’t fall out of the sky. TKO wants the perception to be they pay great wages to fig hters,” Muehlhausen wrote, adding that Holland has earned 10 fig ht night bonuses totaling $500,000, with average pay around $350,000 per match before bonuses and taxes.
Holland has been candid about his approach to competing for money rather than titles. Ahead of UFC 311, he told ESPN, “I don’t fig ht for world titles. I fig ht for my financial lifestyle.” He added, “I never came to the UFC to fig ht for a world title. I came to get paid.”
Before facing Jack Della Maddalena at Noche UFC, Holland said, “I like how I get paid and the way that I get paid is to show up and win fig hts,” adding that he would “collect my checks, go on to the next one.”
