By FCF Staff

At a time when the Ultimate Fighting Championship has been criticized for holding too many events, and promoting pay-per-view cards with reduced drawing power, Forbes has estimated the promotion is worth over $1.5 billion dollars.

Forbes has released its “Fab 40 List” of the most valuable business brands in sports, and the report had this to say about the UFC’s estimated value:

The estimated value of the mixed martial arts promotion company is $1.65 billion (15 times earnings before interest, taxes, depreciation and amortization), while the average business with the same profitability would be worth $1.21 billion (11 times operating income). The UFC brand is worth $440 million ($1.65 billion minus $1.21 billion).

The valuation was high enough to place the UFC at #10 on the list. Sporting goods giant Nike was #1, with an estimated brand value of $19 billion.

The UFC’s next event is scheduled for October 25th, in Rio de Janeiro, Brazil, which will see featherweight champ Jose Aldo take on Chad Mendes.