Mark Shapiro, COO of TKO Group Holdings, offered a candid assessment of FOX Sports’ handling of the UFC during the period the two were partnered. Painting a picture of missed opportunities and lackluster execution. FOX Sports and the UFC enjoyed a media rights partnership from 2011 till 2019. When the UFC then moved to an agreement with ESPN.
Speaking to the challenges FOX faced on The Main Event with Andrew Marchand. Shapiro explained why the UFC’s time with FOX struggled during the eight years they were together.
“FOX Sports was having a tough time monetizing it, because the UFC in those days was hard to monetize. Right, combat sports, blood on the mat, wasn’t as mainstream as it is today,” said Shapiro. “It didn’t do the kind of numbers—we’re still in the building phase. I would argue Fox was a little lazy. It takes work to sell a UFC, especially in those days.”
Shapiro’s comments reflect long-standing debates in sports media about the difficulty of promoting niche sports and the critical role networks play in shaping public perception. While UFC has since become a mainstream sports brand. Shapiro highlighted that during the FOX partnership, the sport was still navigating growing pains and required a more aggressive and strategic approach from its broadcast partner.
He elaborated further on FOX’s shortcomings, pointing to deficiencies in sales and strategy.
“Fox really wasn’t aggressive. Didn’t know how to package it, or didn’t have enough sports, didn’t have the right strategy, or didn’t put the effort in, or had a bad sales team,” explained Shapiro. “I don’t know what to tell you, but they weren’t selling it well,” Shapiro said.
Earlier this year, Paramount, now part of Skydance Corporation, announced a landmark agreement in August. Which granted Paramount+ exclusive rights to all UFC events in the United States beginning in 2026. The expansion positions Paramount+ as a global destination for fight fans, strengthening its live sports portfolio and international streaming presence.
Shapiro told CNBC that ESPN, the network which has carried UFC programming since 2019, was “always in the mix” to retain rights earlier this year. However, TKO’s expectations for a significant increase in rights fees meant talks with ESPN eventually reached an impasse.
The deal with Paramount, valued at an average annual $1.1 billion, will see all 13 numbered UFC events and 30 Fight Nights each year available to Paramount+ subscribers at no additional cost. Select marquee events will also simulcast on CBS, providing the sport with its largest potential broadcast reach to date.
Last month, Paramount and the UFC are extended their partnership with a new seven-year, multi-territory media rights agreement. That will make Paramount+ the exclusive home of UFC content across Latin America and Australia starting in 2026.
While FOX Sports played a role in introducing the UFC to mainstream audiences, Shapiro’s comments suggest the network fell short of maximizing the sport’s commercial and cultural potential. For TKO Group Holdings, the lessons from that period remain relevant as they navigate modern media partnerships and continue to expand the UFC’s reach.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
