Brazilian Jiu-Jitsu has long thrived on passion, dedication, and community. But after years of grassroots growth, the sport may be entering a brand-new era—one powered by money, media, and mainstream exposure. With major names like Dana White and the UFC showing serious interest in Jiu-Jitsu, the impact could be massive both now and in the future.

Dana White recently announced plans to invest between $10 and $12 million into Jiu-Jitsu in 2025. While this might sound like a straightforward financial boost, the real story lies in where that money could go. Rather than being solely about prize pools, much of the investment is expected to target infrastructure—high-level media production, event promotion, storytelling, and marketing strategies designed to take Jiu-Jitsu from niche sport to global entertainment.

One possibility is a deeper collaboration between the UFC and high-level Jiu-Jitsu tournaments like the Craig Jones Invitational (CJI). With UFC resources behind it, a CJI event could evolve into a fully polished, media-rich spectacle—complete with professional storytelling, embedded-style team features, and prime-time exposure across platforms like YouTube and social media. Think of the kind of spotlight that The Ultimate Fighter gave MMA nearly 20 years ago. Jiu-Jitsu may be on the verge of its own breakout moment.

What makes this transition so natural is that the sport already has its “teams.” Legendary affiliations like Checkmat, Atos, Gracie Barra, B-Team, New Wave, 10th Planet, Pedigo Submission Fighting, and others already have massive followings around the world. Practitioners wear their academy’s logo with pride, buy team gear, and compete under banners that carry real meaning. These aren’t just gyms—they’re brands with built-in fanbases. Turning them into fully professional teams, with contracts, salaries, and official sponsors, feels like the next logical step.

There’s also a clear opportunity for apparel and equipment brands to step into the spotlight. Companies like Level Black, Shoyoroll, and Hyperfly could become the “Nike” or “Adidas” of team-based Jiu-Jitsu. Instead of just selling rash guards to individual athletes, they could sponsor entire squads—designing custom uniforms, travel kits, and fan merchandise for growing audiences. This is already happening in a low-key way, but with the right investment and media push, it could go global.

Jiu-Jitsu’s global reach is one of its biggest strengths. While American sports like football and baseball remain largely U.S.-focused, Jiu-Jitsu is practiced and followed around the world. The potential for international leagues, cross-border rivalries, and worldwide fanbases is enormous. As pro teams become more official, athletes could move through the ranks just like in traditional sports—starting in local academies and, if talented enough, getting called up to a professional squad.

This kind of structured ecosystem opens the door to a future where Jiu-Jitsu isn’t just a passion or a hobby—it’s a career. Kids training today could realistically dream of making it to a pro team. And fans who don’t train at all could still follow and support teams like they do in football or basketball. It becomes a sport you don’t have to do in order to love.

In the short term, this influx of funding and attention could mean better tournaments, more content, and higher athlete pay. But in the long term, the shift could be transformative. Jiu-Jitsu could finally reach a level where it offers financial stability, international recognition, and full-time opportunities for athletes, coaches, and creators.

For decades, Jiu-Jitsu has grown organically through dedication and culture. But now, with serious investment and mainstream backing, it may be ready for its next chapter: a professional, global sport with teams, stars, fans—and a whole lot of momentum.