Mixed martial arts promotion UFC is reportedly up for sale, and a number of suitors are reported to be lining up.

According to ESPN, UFC is allegedly in advanced talks with interested parties. At least four bidders are allegedly eyeing the company including China's largest real estate developer Dalian Wanda, venture capital company China Media Capital, private equity firm the Blackstone Group, and American talent agency WME/IMG.

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Although the potential amount has not been revealed, a source familiar with the matter told ESPN that the company is priced between $3.5 billion and $4 billion.

"As a private company, we don't discuss speculation or rumors related to our business," a UFC representative told CNBC.

According to CNBC, China's Dalian Wanda Group, which recently took over production company Legendary Entertainment and US largest theatre chain Carmike Cinemas, is the front-runner of the bid.

However, contrary to all the speculations, Las Vegas Review-Journal reported that Dana White denied the rumors, saying "the UFC is not for sale."

In his interview on The Dan Patrick Show on Wednesday morning, White reiterated his stance. "I've been saying since this came out: No, we're not for sale. But let me tell you what: If somebody shows up with $4 billion, we can talk. We can definitely talk." He revealed that the company is currently working on expanding its network internationally

TagsMMA, MMA Production, UFC, Dalian Wanda, China Media Capital, Blackstone Group, WME/IMG, Ronda Rousey, Conor McGregor, Jon Jones