Dana White named the #4 on SI's "Decades Outsized Personalities" List

They even say the UFC is now "Mainstream"

Read more: http://sportsillustrated.cnn.com/2009/magazine/specials/2000s/12/03/personalities/index.html?eref=sihp#ixzz0ZPtmhfIw
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4. Dana White

If you're reading this list and you don't know who White is, I'm afraid you're sitting on the wrong end of the demographic curve. You may not like White's product (mixed martial arts) and you may not like the man himself, but you should be acutely aware of him for the simple reason that his UFC has become mainstream. White stands at the fore as an active general, someone who is as brilliant at marketing his sport as he is abrasive. He curses. He picks fights. He launches over the line, as when he employed YouTube to go off on a sportswriter he didn't like by using homophobic slurs. (He later apologized, sort of.) It's impressive that White's and the UFC's success comes in spite of that -- or, perhaps, partially because of it, these days.