Valued at $11 billion, the UFC sits atop the MMA world. Annual revenues bring in the billions, and if stats are anything to go by, they outpaced market expectations when they reported a growth rate of 13% back in 2023. But things are about to change as the UFC’s $2.1 billion 5-year broadcast deal with ESPN is nearing its end. It’s a known fact by now that ESPN and the UFC are a “bad marriage” for lack of a better word. But looking back, Dana White and Co. had telling signs even then that theirs wasn’t a match made in heaven.

The deal was signed at a time when ESPN had already shown steady erosion of paying customers: 13 million subscribers over the past five years before that. They called and owed it to the “cord-cutting” trend, which was basically customers taking the first cab off the rank to jump ship to the internet-based media platforms (Netflix, Amazon Prime). By then, ESPN’s financial troubles were well documented, and merging with the UFC made sense for the promotion has the youngest fan base among major US sports properties. But cracks formed shortly after that, thanks to a more complicated facet of the deal wherein ESPN+ became the exclusive provider of UFC PPVs. But at what cost?

Sure, the exclusivity brought financial security to the UFC. But it also gave them leverage to negotiate with their stars. There were early signs of what this entailed. The much-awaited return of Brock Lesnar from WWE to fight Daniel Cormier for the heavyweight title never materialized. Lesnar fronted a flat fee that the UFC didn’t entertain, and gave viewers a rematch between Cormier and Stipe Miocic, fighters who were demanding far less money, instead. Fast forward to 2025, and the cracks have definitely widened.

The promotion is unhappy with the recent mishaps during the UFC 313 mega card on ESPN+, where a technical glitch prevented fans from purchasing the pay-per-view and caused them to miss the fights. ESPN issued a public apology, but the top brass of the promotion is unhappy. ESPN, on the other hand, is also dissatisfied as the PPV numbers have been declining for quite some time, and the leverage that UFC gets owing to the exclusive media rights doesn’t help the situation either. Double whammy for the UFC as PPV is becoming increasingly obsolete in the fighters’ contracts. Amidst the chaotic times, renowned MMA journalist Damon Martin has come forward to share an interesting statistic.

He took to X and wrote: “The UFC’s last two broadcast rights deals from FOX and ESPN, via Variety. The average yearly value went from $120M to $300M and this next deal could crack $1 billion per year. Crazy to even think there was a time when the UFC had to pay to be on Spike TV.”

Yes, that is true! You see, Spike TV (now known as Paramount Network) was facing budget restraints at that time, resulting in production issues. So the Fertitta brothers provided $10 million to cover costs, and with a plan to further invest only if it was a success. Now, after decades of growth, Dana White is looking to salvage a deal that could give him $1 billion a year in broadcasting rights. As ESPN rethinks its relationship with the UFC, many contenders like Amazon, Warner Bros, and Netflix have come forward to offer deals to the UFC CEO, but many indicators cement Netflix as the next broadcasting partner for the UFC.

According to the New York Post, Netflix is “almost definite” at the landing spot for the UFC broadcasting deal. It must be noted that the $372 billion entity has already entered a decade-long broadcasting deal with UFC’s sister company ‘Monday Night Raw’ for a massive $5 billion. The UFC-ESPN broadcasting deal is set to conclude in the second half of the year, and the UFC CEO has limited time before he can consider any other opportunities. With multiple contenders in line, the MMA community has voiced its support for Netflix as its preferred destination.

Dana White gets support from fans for the Netflix broadcasting deal!

After sitting out of sports broadcasting for years, Netflix finally woke up and smelled the coffee—and they’ve been unstoppable ever since. From securing a three-year broadcasting agreement with the NFL to clinching a decade-long WWE Monday Night Raw agreement for a massive $5 billion, Netflix has been acquiring sports deals like ‘Infinity Stones.’ Looking at this, a fan wrote, “I’m hoping it’s @netflix The @WWE coverage has been awesome.” 

It was in 2023 that the Netflix Cup trapped attention—a novelty golf event which featured a crossover between Formula One drivers and PGA Tour golfers. And soon enough, they started entering the sports market, and let us not forget the Jake Paul and Mike Tyson boxing match was also on Netflix (it drew 65 million concurrent streams).

Furthermore, a curious social media user emphasized that the Netflix might not be interested in being a part of the UFC growth story considering the amount of restructuring they would have to do with the promotion: “Because of how the last deal has worked with the UFC and ESPN I don’t think the increase will be that high. Netflix has a lot of issues including reworking EVERY fighter contract. Not saying it won’t happen, just that there are costs that people aren’t seeing in that move.”

Then, in December 2024, the streaming giant also struck a deal with FIFA Women’s World Cup for the 2027 and 2031 editions. It was well timed, considering interest in women’s sports has been increasing.

But could a deal with Netflix also mean the end of the UFC’s PPV model? UFC’s PPV numbers have been on the decline since Conor McGregor left the promotion, and as the divisions have been on a dormant stage, it is bound to fall further. As the uncertainty looms, a fan added, “Netflix will probably offer the deal & could also try to acquire MLB rights, I can see them eliminating the PPV model but bundle these (& WWE, Boxing, etc.) into a sports package eventually..sadly lol.”

Moreover, another social media user asked a question: “When should we expect them to get a new deal?” Well, we might witness the announcement of the next broadcasting deal this summer or in the winter, as the ESPN deal is ending soon. A fan even wished for the elimination of the PPV model: “I’m hoping the next deal eliminates the PPV model so this sport will grow more.” 

Fans are expecting a high-energy deal that could propel the promotion’s growth for decades. However, with ESPN, that seems a bit far-fetched. Given that, who do you think will land the UFC broadcasting deal? Share your thoughts in the comments below.