Things are apparently going just swimmingly for the folks that own the Ultimate Fighting Championship, as according to a new report from Forbes Magazine, the MMA promotion is believed to be worth over $1.5 billion dollars…yes, this would explain all the footage of Dana White taking private jets seemingly everywhere.

Forbes has come out with its “Fab 40” list, which outlines what are the sporting world’s most valuable brands. The UFC is a new member of the list, and here’s why:

“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).”

Looks like the Fertitta brothers knew what they were doing when the bought a fledgling, indebted promotion way back when huh?

The estimate and ranking is also interesting, since it’s come during a year where plenty of folks have questioned whether MMA’s “Golden Era” is coming to a close, and whether the UFC is holding too many cards.  Chances are the promotion’s parent company isn’t too concerned with those arguments right about now.

It will also be interesting to see whether this valuation gets cited by disgruntled fighters in the coming months, if and when some of them make a case for more money.

If you’re wondering, NIKE was #1 on the list, thanks to a brand value of $19 billion dollars…