The Ultimate Fighting Championship (UFC) has begun entertaining proposals from potential broadcast partners for a new rights agreement slated to commence in 2026. Despite fielding offers, the combat sports promotion appears to be in no hurry to finalize any deal.
The exclusive negotiation period between the UFC and its current partner, ESPN, concluded in April. This development allowed other television networks and streaming platforms to start presenting their bids for either a portion or the entirety of the upcoming broadcast rights package. Reports suggest the UFC is aiming for an annual value of around $1 billion under the terms of the new contract, an increase from their seven-year deal with ESPN signed in 2018.
While the UFC is engaging with other interested parties, TKO President and Chief Operating Officer Mark Shapiro confirmed that discussions are actively continuing with ESPN as well. During a recent financial call, Shapiro described the conversations with various third parties as “thoughtful and strategic,” adding that “nothing to announce at this time and ESPN is still heavily included in the mix.”
Shapiro spoke highly of ESPN, calling them a “great partner” who has been “instrumental” in the UFC`s growth and success. He praised ESPN as “one of the best marketing machines in the business” and noted the personal support from Disney/ESPN leadership, including Jimmy Pitaro and Bob Iger, who have attended UFC events. Shapiro expressed openness to continuing the partnership, stating they are “definitely part of the equation.” He also referenced ESPN`s forthcoming flagship streaming service, which is set to integrate its various channels and existing ESPN+ service.
It was not unexpected that a deal was not reached during the exclusive window; that period expiring was necessary for the UFC to effectively gauge interest and potential offers from the broader market.
Regarding the structure of the future broadcast deal – encompassing pay-per-views, Fight Night events, and other content – Shapiro reiterated the company`s significant flexibility. He attributed this adaptability to owning the league and having a responsive executive team, allowing them to make decisions that best serve the long-term future of the sport and brand. The goal, he explained, is to balance monetizing the rights deal with fostering reach, engagement, and brand growth.
Shapiro assessed the market for UFC content as robust. He highlighted its year-round availability, strong appeal to young male demographics (with remarkably high numbers under 18, rivaling the NBA among major sports), and its proven effectiveness as a driver for subscriber acquisition. He concluded by saying the organization is “cautiously optimistic.”
Despite originally signing their deal with ESPN in May 2018, Shapiro indicated the UFC is not rushing towards the finish line for the 2026 rights agreement. Talks will continue until an agreement is reached.
“We’re in no rush,” Shapiro stated, citing the current “volatile economy” and “uncertainty.” He also acknowledged the strategic advantage that few other major sports rights are entering the market soon, positioning the UFC to be “opportunistic” yet “responsible” in finding the right long-term home for its brand`s continued growth.
