As the UFC continues to expand its global footprint, President Dana White says the organization’s next media rights deal could fundamentally change the way fans access the sport—potentially more than ever before.
Currently, the UFC and ESPN are in the final stages of a five-year, $1.5 billion deal for domestic broadcast rights that began in 2019, only to extend the agreement by two years in early 2019, adding pay-per-view streaming rights to the package. Bloomberg reported in June that the UFC is seeking a price tag of a billion dollars annually moving forward. Furthermore, when asked by Sports Business Journal how the talks were going with the agreement wrapping up this year, White said he’s happy with the discourse so far.
Speaking during a recent interview on the Full Send Podcast, White revealed that the company is actively engaged in negotiations for its next rights package, and while nothing is finalized, he hinted at a significant shift on the horizon.
“The world’s going to change a lot in the next year with our rights deals,” White said. “More than likely, we’re going to end up with a platform that is way more global than we are now.”
While White stopped short of revealing specific platforms or timelines, he confirmed the UFC is in the thick of discussions and that the current climate in media could allow for innovative possibilities.
“We’re in the middle of talks,” White said. “We’ll see how it plays out.”
In 2023, Endeavor, the UFC’s parent company, and WWE merged and the launch of TKO, a company that will combine the forces of the two global-powerhouse live-event and sports promoters. As part of the move, Endeavor owns 51% of the company and WWE shareholders will own 49% of it.
Regarding the negotiations, White was asked if the UFC could land on multiple platforms or explore unconventional streaming options. White didn’t hesitate to express his openness.
“Anything is possible,” he replied. “Every year that we’ve done a deal—starting from Spike TV to Fox, and then to ESPN—we’ve leveled up. Each move has made the sport bigger and reached more people.”
The broader context of the media industry appears to be heavily influencing the UFC’s next steps. As traditional television and satellite platforms continue to lose ground, White acknowledged that streaming giants are commanding attention—both from consumers and from UFC leadership.
“Television is dying quickly. Satellite’s dying quickly,” White said. “These streaming services like Netflix—their stock is higher than it’s ever been. They’re killing it.”
The UFC’s partnership with ESPN has been a landmark chapter for the brand, bringing wider visibility and elevating the sport’s profile in the United States. However, White seems to believe the next step could push UFC into new territory—especially internationally.
“The world’s going to change a lot when we do our next rights deal,” he said. “While we’re in this deal, the world will completely change by the time we come out the other side of it.”
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