You’ve heard it for years from UFC ring announcer Bruce Buffer before big fights: “IT’S TIME!”

But do you know the story behind it? If you’re here, you’re probably wondering, and there’s an answer.

Back in 2019, he gave an answer to ESPN about the origin story.

“Every day when I used to wake up, I’d look in the mirror and I’d always used to go ‘it’s time!’ I want to have the best day ever,'” he said. “So when I first started announcing in the UFC back in 1996, I would start off the show saying ‘it’s time for the Ultimate Fighting Championship.'”

Then he shortened it because “the fighters have been training for six to eight weeks, the fans have been sitting here watching for four to six hours, the main event is happening now, it’s time.”

There you have it. A simple phrase he said when looking in the mirror has become iconic.

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