During his storied career, Tito Ortiz was notorious for publicly and privately butting heads with his bosses. There was the time he and Dana White were set to box each other to settle their differences. There were several prolonged and bitter contract negotiations. Ortiz famously once wore a T-shirt to a UFC weigh-in that read “Dana Is My B—-.”
In recent years though, it’s been relatively peaceful. Ortiz chalked up the newly harmonious relationship to a changed outlook on life. That might be put to the test in short order, as the two might be battling it out again in the executive boardroom. Recently retired from fighting after a 15-year career, Ortiz has formed a new business venture that will represent athletes and entertainers.
The new company, Primetime 360 Entertainment & Sports Management, is headed by Ortiz and his longtime business partner, attorney George Prajin.
Prajin was formerly a record company executive, according to a bio on the website of his law firm, Lopez & Prajin.
Primetime 360 has already inked its first clients. Among them are former Strikeforce featherweight champion Cris Cyborg, who is currently serving a suspension for a positive steroid test, but is still the subject of many headlines for her ongoing rivalry with bantamweight champ Ronda Rousey.
The company will be based in Ortiz’s longtime hometown of Huntington Beach, Calif., and plans to represent athletes as well as artists working in music, film and television.
The 37-year-old Ortiz ended his active fight days following a July 7 loss to Forrest Griffin, completing his career with a record of 16-11-1. He still holds the record for most consecutive defenses of the UFC light heavyweight championship with five.