After months of speculation, the Ultimate Fighting Championship is finally going to be sold, the New York Times reports.
The $4 billion deal for the mixed martial arts organisation is to be led by William Morris Endeavour, a talent agency that represents Ronda Rousey, one of UFC's biggest stars. MSD Capital, Michael Dell's investment firm, is a minor financial backer in the deal, according to the publication.
The sale, set to be confirmed on Monday, comes after, which the company expected to be its biggest yet. Until Saturday, 2009's UFC 100 held that distinction, raking in 1.6 million pay-per-view buys.
It comes as the company has been hitting its stride. Its two biggest box-office attractions, Rousey and Conor McGregor, have been drawing over 1 million buys for their respective pay-per-view fights, as with UFC 193 and UFC 196.
Michael Dell founded the computer retail company that bears his name in Austin, Texas in 1984. It earned $59 billion in revenue in 2014-2015, and continues to make good value PCs: CNET found to be one of the stronger MacBook alternatives of recent years.
Other minority backers of the deal, according to the Times, are Kohlberg Kravis Roberts and Silver Lake. Rumours that UFC was being sold began in May following a report from ESPN.
MSD Capital, WME and UFC were contacted for comment but did not respond immediately.