The Ultimate Fighting Championship has commenced receiving proposals from potential media partners for its upcoming broadcast rights agreement, scheduled to start in 2026. However, the promotion is not accelerating the process to make an immediate announcement.
In April, the UFC`s exclusive negotiating window with ESPN expired, allowing other networks and streaming services to begin submitting bids for either partial or full rights to the future deal. Reports indicate the UFC is aiming for an annual value of approximately $1 billion under the terms of this new contract, which would replace the seven-year agreement signed with ESPN that began in 2018.
Although the UFC has started engaging with other interested parties, TKO President and Chief Operating Officer Mark Shapiro assured that discussions are very much still active with ESPN.
During a quarterly TKO financial call, Shapiro stated, “We are presently in discussions with various third parties regarding the UFC’s rights. I would characterize these conversations as thoughtful and deliberate. There is nothing to announce at this time, and ESPN is still a major part of the mix.”
He spoke highly of ESPN, calling them a valuable partner instrumental in UFC`s growth and success, and one of the best marketing operations in the industry. He mentioned that key leaders at ESPN and Disney, such as Jimmy Pitaro and Bob Iger, are fans who have attended UFC events. Shapiro expressed enthusiasm for potentially continuing the partnership, confirming ESPN is part of the equation, but reiterated that multiple conversations are ongoing with no further details available.
Shapiro referenced “ESPN flagship,” referring to the new streaming service Disney plans to launch soon, which will encompass standard cable channels like ESPN, ESPN2, and ESPNews, along with future integration of the existing ESPN+ streaming service.
While no new deal with ESPN was finalized during the exclusive negotiation period, it was not widely expected that an agreement would be reached within that timeframe. Testing the market for offers from other networks and streaming platforms could only properly begin after this exclusive period concluded.
No final decisions have been made, and Shapiro strongly emphasized the company`s adaptability concerning the future structure of the UFC`s broadcast rights deal, which could cover pay-per-view events, Fight Night series, and other content offered by the promotion.
Shapiro commented, “We maintain a high degree of flexibility. This is the benefit of owning your own league and having a highly capable and cohesive executive management team. As we often say, we are both the owners and the commissioners. We will make decisions that are in the long-term best interest of the sport and the brand. Our objective is to successfully monetize this rights deal while simultaneously doing what is optimal for our reach, engagement, and the overall expansion of the brand.”
He expressed confidence that the market remains robust. He highlighted UFC`s year-round content and its significant appeal to young males, noting exceptionally high viewership among those under 18, competitive with the NBA among major sports. He also pointed out UFC`s effectiveness in retaining subscribers and attracting new ones, describing it as a proven formula for subscriber acquisition. Consequently, they are cautiously optimistic about the process.
The original agreement with ESPN was actually signed in May 2018, but it appears the UFC is not rushing towards completing negotiations for the new broadcast rights deal set to begin in 2026.
Discussions are actively progressing and will continue until an agreement is secured.
Shapiro concluded by saying, “We are not in a hurry. The current economic climate is volatile, with considerable uncertainty present. We also understand that few other major sports rights are expected to become available anytime soon, so we will be opportunistic while also acting responsibly when it comes to finding the correct partner for the future growth of our brand.”
