The UFC and Dana White are set to kick off 2025 in a fierce battle—but this time, it’s a fight for the best broadcast deal. With its current broadcasting contract with ESPN nearing expiration, the promotion is eyeing an opportunity to reshape its media future.

January will mark the start of an exclusive three-month negotiation window with ESPN, a partner that has helped push UFC to new heights since their initial deal kicked off in 2019. In a previous interview with Bloomberg, the UFC boss had stated, “I mean, we could end up being like the NFL and other sports where we could be on multiple platforms or just one.” But according to Mark Shapiro, COO and president of TKO Holdings, there’s a massive name who’s also in the mix at the negotiating table!

TKO President sheds more light on Dana White and the UFC’s broadcast deal plans   

Dana White’s vision for the UFC doesn’t stop at thrilling knockouts and sold-out arenas; he’s setting his sights on a groundbreaking media deal, one that could rival the NFL’s colossal $111 billion contract. With the current broadcast agreement with ESPN coming to an end, how does he plan to pull off this ambitious play?

In a recent conversation with CNBC Sport, TKO Group COO, Mark Shapiro dropped a hint that the streaming giant, Netflix might be interested in a future partnership. According to Shapiro, “I think absolutely they’d be at the table on UFC. I mean, they get the UFC, they’re fans of the UFC, they’ve been to the UFC, their kids watch the UFC and they’re looking for those leagues, those brands those kinda power sport content factories that can go global.”

The streaming service’s lack of live sports so far has made many wonder, could Netflix be the next home for the UFC’s non-stop action? This model would allow the UFC to cater to both hardcore fans and new viewers, maximizing reach and potentially transforming how fight fans interact with the sport.

In his past conversation with CNBC, the UFC head honcho had stated, “We have a lot of different levels of fights, whether it’s Contender Series, Fight Nights, or pay-per-views. They could end up on multiple platforms.” Could Netflix be the first domino in a broader strategy? Shapiro believes it’s possible, hinting that UFC’s brand is the kind of content powerhouse Netflix seeks.

The stakes are high, with Dana White and the UFC playing a game that could reshape the future of both UFC and sports broadcasting. As the UFC’s broadcast deal with ESPN inches toward its expiration, fans may also be looking at a potential shake-up in how they access fights!

White and the UFC looking to change up the PPV model  

When the UFC first partnered with ESPN, PPVs became exclusive to ESPN+. Unlike the traditional model, where pay-per-view profits were split with providers like DirecTV, ESPN pays the UFC a set fee for each event. In a talk during the Goldman Sachs Communacopia + Technology Conference in September, Mark Shapiro revealed, “The idea of us taking (PPV’s) back in-house or splitting the package, the half-package, and selling to somebody else, we’re up for all of it…”

Intriguingly, Shapiro also mentioned that, for the right price, the UFC might eliminate pay-per-view events entirely as he further stated, “That’s the biggest message that I can give to all the bidders or potential suitors… We’re here to play.” The shift to ESPN+ had worked wonders, giving the UFC a stable revenue stream for PPV events while easing their reliance on fluctuating buy rates. Yet, new horizons are on the table.

As the UFC prepares to dive into this high-stakes negotiation, one thing is clear, the promotion isn’t just looking for any broadcast deal—it’s aiming to rewrite the rules of sports media. With ESPN in one corner, Netflix possibly entering the ring, and a potential reshuffle of pay-per-view models, the UFC is on the brink of a game-changing evolution. Will Dana White’s ambitions bring the UFC into the realm of sports streaming giants like the NFL? Or will the promotion carve out a new media path that makes it accessible to fans in ways we’ve never seen before? Let us know your thoughts in the comments below!