As the UFC’s current broadcast deal with ESPN approaches its expiration at the end of 2025, the mixed martial arts promotion finds itself at a pivotal crossroads. The five-year, $1.5 billion agreement signed in 2018 has been instrumental in elevating the UFC’s profile, but with the exclusive negotiating window now closed, the organization is exploring new possibilities that could reshape how fans experience MMA in the coming decade.
The UFC’s partnership with ESPN, which began in 2019, marked a significant step in legitimizing the sport within mainstream sports media. The deal included exclusive live streaming of select events on ESPN+, alongside broadcast coverage on ESPN and ABC. According to UFC COO Lawrence Epstein, the ESPN platform “offered better exposure” and helped assuage sponsor concerns, contributing to the sport’s rapid growth. Dana White, UFC’s president and CEO, has expressed a fondness for ESPN, describing the relationship as “very strong” despite a “somewhat shaky beginning”.
However, the UFC is now aiming to more than double the value of its current contract, targeting upwards of $1 billion annually for its next U.S. media rights deal, according to Bloomberg. This ambitious figure reflects the booming sports rights market, where leagues like the NFL and NBA have secured multi-billion-dollar deals with multiple broadcasters and streaming platforms. The UFC’s leadership, including Endeavor president Mark Shapiro and TKO Group CEO Ari Emanuel, is reportedly courting at least four or five prospective buyers, including Amazon, Netflix, Warner Bros. Discovery (WBD), and even YouTube for pay-per-view content.
The potential shift from a single-network model to a multi-platform approach mirrors trends seen across major sports. Dana White hinted at this evolution during UFC 314’s post-fight press conference, stating, “It’s possible that we could find ourselves on several networks, similar to other sports”. Such a move could diversify UFC’s revenue streams and broaden its audience reach, but it also introduces complexities in scheduling and fan accessibility.
Netflix’s interest is particularly noteworthy, given its recent $5 billion, 10-year deal with WWE to stream “Monday Night Raw”. This partnership has demonstrated the viability of streaming platforms as homes for combat sports. While UFC’s pay-per-view model has been a lucrative cornerstone, the organization acknowledges that future broadcast agreements may alter or even phase out this format depending on network preferences.
The stakes are high for the UFC. The deal’s outcome will influence not only the promotion’s financial health but also how fans consume fights—whether through traditional cable, subscription streaming, or hybrid models. ESPN’s removal of much of the UFC fight library from its platforms in mid-2025, amid ongoing negotiations, has already signaled potential shifts in content availability.
Industry insiders caution that while the UFC’s valuation is strong, reaching the $1 billion annual mark could be challenging. Analysts point to WWE’s rights fees as a benchmark, suggesting a realistic range between $566 million and $780 million annually without bundling other TKO properties like the new boxing promotion.
In summary, the UFC’s next broadcast deal represents a critical juncture. With ESPN’s exclusive window closed and multiple suitors vying for rights, the promotion is poised to redefine its media strategy. Whether the UFC remains with ESPN, partners with streaming giants like Amazon or Netflix, or adopts a multi-network approach, the deal will shape the sport’s trajectory and fan experience for years to come. As Dana White aptly put it, “Everything is evolving and shifting rapidly,” and the UFC is ready to adapt accordingly.
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