In a landmark move for the UFC, CEO Dana White has opened up about the recent $7.7 billion media rights deal with Paramount, a strategic partnership that promises to reshape the landscape of mixed martial arts (MMA) broadcasting. This deal, finalized shortly after David Ellison's acquisition of Paramount, highlights the growing influence of corporate giants in the world of sports entertainment.
David Ellison, the CEO of Skydance Media and son of billionaire Larry Ellison, played a pivotal role in securing this massive deal. Observers noted his presence at UFC events alongside Donald Trump, leading to speculation about possible political maneuverings related to the $8 billion acquisition of Paramount. However, it was clear that Ellison was also focused on solidifying a partnership with the UFC, as he engaged in discussions with White during these events.
White expressed enthusiasm about working with the Ellison family, stating, “These guys came in aggressive with an all-or-nothing approach and said, ‘We want the whole thing.’” The UFC's new partnership with Paramount is set to significantly boost its revenue, as the annual media rights fees are expected to reach an average of $1.1 billion, positioning the UFC alongside major sports leagues such as MLB and the Olympics.
One of the most significant changes under the new agreement is the elimination of the traditional pay-per-view (PPV) model that has defined UFC programming since its inception in 1993. Mark Shapiro, president of TKO Holdings, indicated that the UFC has been eager to abandon the PPV model, which has become prohibitively expensive for fans. With costs nearing $100 per month to access all UFC events, many fans turned to pirated streams, prompting a reevaluation of the pricing structure.
Shapiro remarked, “We were seeing piracy numbers up tenfold, which is what you see for big boxing pay-per-views.” By moving to a streaming model on Paramount+, the UFC aims to attract a broader audience while reducing the barriers to access its events.
With the UFC now exclusively streaming on Paramount+, the organization is poised to drive new viewers to the platform. White is confident that fans will migrate to Paramount+ in droves, reminiscent of previous transitions the UFC has made, such as moving from Spike to Fox and later to ESPN. As of July 31, Paramount+ reported 77.7 million subscribers, but with this new deal, the company hopes to significantly increase its subscriber base.
Furthermore, Ellison's recent $1.5 billion agreement to bring South Park to Paramount+ indicates a broader strategy to enhance the platform's appeal. However, the UFC partnership stands as a cornerstone of Ellison's vision for a revitalized Paramount, with potential political implications, especially given Trump's known interest in combat sports.
Looking ahead, White confirmed plans to host a unique UFC event at the White House around July 4, 2026, which would likely be broadcast on CBS. This event aims to replicate the success of last year's UFC event at the Sphere in Las Vegas. “Not yet,” White said with a laugh when asked if he had heard from Trump about the new deal. “But I’m sure he will. He always does.”
With the UFC's new media rights deal and planned events on the horizon, the organization is strategically positioned to enhance its presence in the sports entertainment industry while adapting to the evolving landscape of media consumption. The partnership with Paramount not only marks a significant financial milestone but also sets the stage for innovative broadcasting solutions that cater to a diverse and expanding audience.
