2024 might have been a great year for the UFC when it comes to revenue, but they weren’t immune to controversies. Some former fighters filed an antitrust lawsuit due to Dana White and Co.’s questionable market practices and low fighter pay. As a result, the Las Vegas-based outfit agreed to a $375 million settlement. Well, now, the 55-year-old has a new challenge, but his organization isn’t the only one that’s found itself in a predicament.

As everyone knows, 2025 is the home stretch for the UFC’s broadcast rights deal with ESPN. Just like last year, when the UFC switched gears from USADA to Drug Free Sport International, Dana White and the crew are on the lookout for a strong contender to fill the shoes of the new TV deal. But for that, the CEO is asking for a cool billion, yet the outlook for the organization isn’t exactly looking bright at the moment.

On the other hand, one of the biggest rivals of the UFC, the ONE Championship, faced a major setback. They had plans to keep expanding their base from Asia to North America, with a specific focus on the expansion in the USA. Dana White’s rivals signed a monumental deal with Amazon Prime Video back in 2022, which was a 5-year deal. But recent reports suggest that ONE Championship moved its global production hub back to Thailand, which raised some concerns.

CEO Chatri Sityodtong is stepping into the ring, declaring that ONE Championship’s revenue has skyrocketed from $148 million to an impressive $200 million. This might look like a glimmer of hope, but the MMA Draw newsletter has dropped the bombshell that Dana White’s rivals won’t be seeing their Amazon Prime Video deal extended this year, marking the end of the line for their partnership and ONE Championship’s bid to break into the American market.

Besides, the non-renewal move from Amazon wasn’t necessarily surprising because they are looking for a big fish. And this could, in turn, prove to be beneficial for Dana White and his promotion. Let’s take a look at that front.

Could Dana White land a deal with Amazon for the UFC?

Since ONE Championship signed the deal in 2022, it has struggled to deliver. Why? Well, some of their biggest stars are gone. From Demetrious Johnson hanging up his gloves to former champions like Reinier De Ridder jumping ship to the UFC, the losses have piled up for Chatri Sityodtong. But this is where Dana White’s UFC could come in, as Amazon is now looking for a more “proven” organization, such as the UFC.

“ONE failed to deliver scale, star power, or meaningful traction in the U.S. market. For Amazon, the focus now is on reallocating capital toward proven properties rather than experimental ventures,” the MMA Draw newsletter stated. Moreover, there are reports that the interest in UFC is not just limited to Amazon because Netflix, Warner Bros., and Discovery are also vying to land a deal with the UFC.

But the burning question on everyone’s lips is what Dana White and the crew are cooking up with that $1 billion price tag. Could that number send potential new partners running for the hills in the UFC? We’ll just have to sit tight and see how this unfolds, but in the meantime, feel free to share your thoughts in the comments below!