As the UFC’s 7-year, $1.5 billion broadcasting agreement with ESPN approaches its final stretch, Dana White is doing what he does best- thinking ahead. With its media rights deal winding down and new players circling, the organization stands at a crossroads. The head honcho, never one to tiptoe through negotiations, is signaling what the future could look like and who he wants at the table. With UFC 313 and UFC 304 experiencing hiccups in the form of technical issues, the last phase of a largely successful collaboration has been rocky. However, White has nothing but good things to say about the streaming giant.
“I like ESPN. I’ve said it many times, we had a bit of a rocky start, which is normal in any relationship, but we’re in a great place with ESPN. If we re-sign with them or do not, I have nothing but great things to say about my time at ESPN.” White said at the UFC 314 post-fight presser. After moving on from FOX in 2018, the time with ESPN brought global legitimacy, consistent scheduling, and a central hub for fans.
However, with the UFC brand being bigger than ever and reports indicating a $1 billion per year deal, the future certainly looks bright. Moreover, the Bossman even hinted at getting rid of the traditional pay-per-view model and moving to cater to the new generation of streaming-native fans. “When the window opens, we’ll obviously start talking to lots of different people, and we’ll see what the options are out there. We’ve said this every time. There could be a time when we end up on several different networks, like all other sports do,” the head honcho added at the presser.
In short, the UFC kingpin knows it all and is waiting for the apt time. This is what he told Stephanie McMahon when he appeared on her podcast, ‘What’s Your Story?’ The UFC CEO acknowledged the changing tides in sports media. Netflix, which made headlines with its $5 billion agreement to stream WWE’s Monday Night RAW starting January 2025, now looks like a possible home for UFC content as well. When McMahon brought up the WWE-Netflix relationship, saying, “It’s so cool because WWE just did a deal with Netflix. While our premium live events like WrestleMania will be available on Peacock in the United States, it is everyone in the rest of the world on Netflix, in real time.”
White’s words were out loud and without hesitation: “This was my dream talking about the UFC, where we would put on a fight and the world will be able to watch it in the same time on the same channel.” This statement has come at a crucial time. The official negotiating window for the UFC-ESPN deal closed on April 15th. This means the promotion can now take calls from outside players, and White isn’t exactly hiding who’s at the top of his dream list.
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White has made it clear that if UFC leaves ESPN, it won’t be without a plan that serves its fans and preserves the brand’s aggressive momentum. A Netflix deal would allow UFC to tap into 260+ million global subscribers. It is far more than ESPN’s reach and creates new cross-promotional opportunities with WWE.
If UFC adapts to a Netflix-style or Amazon Prime delivery model, it might mean fewer barriers between fans and the action. Whether that leads to a shift in pricing, packaging, or frequency of events remains to be seen. However, White’s willingness to explore new platforms shows an openness to change, which is a rare trait in legacy sports. Also worth noting is that Netflix isn’t new to the UFC’s orbit. Its documentary ‘Conor McGregor: Notorious’ and ‘McGregor Forever’ drew massive viewership.
These projects created new ones for MMA. White likely knows that scripted and unscripted content can expand UFC’s footprint far beyond the Octagon.
Why WWE’s Netflix success is the ultimate proof of concept for UFC
Whoever becomes UFC’s next distribution partner, the ripple effects could overhaul how MMA fans access content, from the fight night structure to pay-per-view mechanics. The conversation peeled back more than just media rights. White voiced frustration with the traditional structures that dominate sports broadcasting. “All these people are fighting over the same turf and trying to get rights deals for, you know, their TV show, their movie, their sport, whatever it is.”
White, this time, needs a new way. That’s why he’s experimenting with Power Slap, UFC’s controversial but fast-growing slap-fighting league, he explained to Stephanie McMahon. “With Power Slap, I like to figure things out. I want what I want, when I want it.” He continued, “I have just got to figure out how to do it. And it is not necessarily the traditional way to do it, so we cut a deal with a company called VChains, the blockchain company. There are rights deal now…and I am going to put it on YouTube.”
This could signal a major evolution. WWE took a risk by moving RAW, a flagship product with decades of cable TV tradition, exclusively to a streaming platform. That shift proved that legacy sports-entertainment properties can survive and thrive on streaming. Both brands now operate under the Endeavor-owned TKO Group Holdings. And if Netflix’s reach can boost WWE, there’s reason to believe it could be even more potent for a live-fight-heavy brand like the UFC.
Something is refreshing about the way White speaks on these matters. Just honest evaluation and ambition. As the media landscape continues to tilt toward digital-first, UFC’s willingness to adapt may be its most dangerous weapon. And if Netflix can offer the dream? What do you think? Drop your thoughts in the comments.
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