in 2005, goodman acquired the world fighting alliance (wfa) with partner louis palazzo. the wfa, a mixed martial arts (mma) organization held successful events at the hard rock hotel and casino in las vegas and the forum in inglewood. goodman negotiated the first 30-minute slot on showtime to feature an mma organization. under his management, the wfa acquired top ranked mma fighters to include future ufc champions, rich franklin, quinton jackson, and lyoto machida, as well as urijah faber who became a champion in the wec. in 2006 goodman along with partners sold the wfa to the ufc.