UFC President Dana White admitted that one of the company’s most significant media-rights decisions in recent memory unfolded in a way he never anticipated, revealing that Paramount emerged as a surprise bidder late in the negotiation process.
During a recent appearance on The Ryen Russillo Show, White explained that Paramount was nowhere near the top of his expectations as the UFC began exploring options ahead of the expiration of its previous rights deal.
“If you were to ask me six months before our rights were up, give me your top three places you think you’re gonna land. Paramount would not have been in the top three,” said White. “I obviously didn’t see it coming. Its that fascinating thing about business.”
As talks progressed with networks, White described a process rooted in evaluating synergies and long-term fit rather than simply chasing the highest bidder. He noted that Netflix appeared to make sense at one stage, particularly as discussions leaned toward placing UFC pay-per-view events on a single streaming home while distributing Fight Night programming across multiple networks.
That’s when things changed with Paramount came calling for a bid.
“Literally at the at the 23rd and a half hour, Paramount came in and said, We want all or nothing. and the deal closed quickly,” explained White.
He emphasized that consolidation played a major role in the UFC’s decision-making. Having all events on one platform, including the organization’s expanding boxing footprint, eliminated fragmentation that fans had dealt with for years.
Under the previous model, fans needed subscriptions to services such as ESPN+ and still had to purchase individual pay-per-view events. White said the Paramount agreement simplifies access while reducing overall cost, a shift he believes directly benefits the UFC’s loyal fan base.
“For many years, the fans have had to pay for ESPN plus then buy the pay per view,” explained White. “Our fans have been very good and very loyal to us. Now for the entire year, that will cost you less than what a pay per view was last year.”
While long-term media deals often invite second-guessing years down the line, White expressed immediate confidence in the choice. He stressed that financial considerations alone did not dictate the decision, noting that the UFC would have remained profitable regardless of its partner.
“I don’t need five years [to see if Paramount was the right choice]. I already know we made the right decision,” said White. “Take the money out, because people always like all the money. We’re gonna make money no matter where we go, right? We’re gonna get paid no matter where we go, and we’ll make it work….. I couldn’t be happier and don’t need five years. I know we made the right decision, and we’re already pumped to be with Paramount.”
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