Paramount is taking another step toward modernizing sports advertising, opening the door for marketers to buy guaranteed, real-time programmatic inventory during live UFC events streamed on Paramount+.
Beginning January 24 with the debut of UFC programming on the platform, Paramount will allow advertisers to purchase select commercial units programmatically during what the company describes as its “marquee sporting events.”
“This initiative underscores Paramount’s commitment to media modernization, expanding opportunities for marketers to show up during the biggest and buzziest moments of scaled audience attention,” said Jay Askinasi, Paramount’s chief revenue officer, in a statement to Variety.
The move marks the first time Paramount has offered guaranteed in-game programmatic placements. These placements appear within its live-streamed sports portfolio. The shift signals a change in how premium sports inventory can be accessed and transacted.
Askinasi said blending guaranteed placements with programmatic flexibility gives advertisers greater precision, optimization, and speed. He added that live sports access is greater than what traditional buying models typically allow.
The announcement arrives as Paramount deepens its investment in UFC content. The company has committed $7.7 billion over seven years for exclusive U.S. media rights to the UFC. Securing access to 13 annual numbered events and 30 Fight Nights.
As part of that agreement, select numbered events are expected to air on CBS, further extending the reach of UFC programming across Paramount’s linear and streaming platforms. UFC, like WWE, operates under the TKO Group umbrella.
Programmatic access will be available through major demand-side platforms. These include Amazon DSP, Google Display & Video 360, The Trade Desk, and Yahoo DSP. Advertisers will be able to bid on private marketplace inventory tied to UFC numbered event preliminaries and U.S.-based Fight Nights. However, main cards for numbered events will remain reserved for direct sales through fixed placements.
That distinction aligns with Paramount’s broader push around “streaming fixed units.” A newer ad product guaranteeing specific placement within high-profile programming. The units recently rolled out across premiere episodes of scripted series like Tulsa King, Landman, and Mayor of Kingstown. They ensure ads run in predetermined positions, such as the first slot in a commercial break. This placement occurs during the initial days following a program’s release.
By extending similar concepts to live sports, Paramount appears intent on balancing the scarcity and premium nature of marquee events with the efficiency advertisers increasingly expect from digital media.
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