I'm not the biggest Dana White fan, but I must admit the guy put MMA on the map in a way.
Probably the greatest marketing ever.
He made the right TV deal at the right time.
Everything was riding on TUF. Dana was shopping the UFC around, but nobody was buying. His original idea was a "Friday Night Fights" type show, because he didnt think the reality show route was a good idea.
At the same time, Spike was losing the WWE back to USA Network, and was looking for a new franchise. Dana made the desperation deal, and using the soon to be gone WWE RAW as a lead in was a brilliant move by Spike, taking advantage of the obvious potential crossover audience that the shedog dorks love to pretend dosen't exist.
Even though TUF 1 did good ratings, TUF II wasnt finalized until after the Bonner/Griffin fight. Dana made the deal that night, at the arena, and the rest is history.
Dana is a great promoter, but like most things in entertainment, there was a huge dose of "right place, right time" involved.
-He found the one network that was desperate enough to take on his brand.
-They had the right lead in, hooking prowres fans with better prowres booking than McMahon was (or still is) doing
-Leben/Koscheck had a feud that popped a monster rating for the peak episode. The show went from doing ok to a bonefide hit because of this storyline
-Griffin/Bonner had a great slugfest that won over the Spike execs and generated massive buzz
If any of those four things don't occur, MMA in all likelyhood fails to boom, because you need a strong TV outlet to make stars, and you need stars to make money.
There is a very good chance the UFC wouldn't have survived without the Spike deal, or would still be scrapping by doing 75k ppv buys.