Dana White isn’t one to tiptoe around the future. However, when asked about the UFC’s broadcast rights expiring with ESPN, the UFC boss played it close to the vest. “When the window opens, we’ll obviously start talking to lots of different people and we’ll see what the options are out there,” he told reporters after UFC 314. A subtle signal. But make no mistake, this could be the start of a seismic shift in the UFC’s media future.

As the promotion’s exclusive negotiating window with ESPN officially closed on April 15 last month, rumors flew like a whirlwind. But here’s the kicker: ESPN, the $24 billion titan of sports media, is still firmly in the mix. And now that the window has opened, the UFC and Dana White are fielding offers, yet no deal has been signed, and no rival has knocked out the longtime partner just yet!

ESPN is still in play for Dana White and the UFC’s broadcasting deal, while the Netflix deal remains up in the air

In 2018, the UFC signed a game-changing five-year deal with ESPN worth $1.5 billion. Then came the two-year extension, folding pay-per-view into the ESPN+ app in 2019. At the UFC 314 post-fight press conference, Dana White had revealed, “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. Whether we re-sign with them or do not, I have nothing but great things to say about my time at ESPN.”

So, what happens next? That depends on who’s buying. Enter Mark Shapiro, the TKO president, steering this deal from the corporate deck. In a recent post on X by MMA journo Damon Martin, Shapiro was quoted during a quarterly TKO financial call where he stated, “We’re in discussions at this time with various third parties regarding the UFC’s rights. I would term the conversations as thoughtful and strategic. Nothing to announce at this time, and ESPN is still heavily included in the mix.”

He even tipped his hat to ESPN as a top-tier partner, praising their marketing muscle and personal support from execs like ESPN chairman Jimmy Pitaro and Disney CEO Bob Iger.

But here’s where the plot thickens: Streaming is evolving fast. ESPN is launching a new “flagship” streaming service. Netflix is diving deeper into sports with WWE already in its pocket. Amazon will host a Black Friday NFL game in 2025. Could the UFC be the next prize? No one’s saying it out loud, but the whispers are loud enough to shake the cage.

Meanwhile, Shapiro is playing the long game. How? He further stated, “We’re in no rush. This is a volatile economy right now. A lot of uncertainty out there. We also understand there aren’t a lot of major sports rights hitting the market anytime soon, so we will be opportunistic but at the same time responsible when it comes to the right home for the growth of our brand.”

The numbers? They’re explosive. The UFC is drawing monster viewership from the under-18 crowd on par with the NBA, as revealed by Shapiro during the call. So, what now? With the exclusive window shut and ESPN still lingering ringside, the Octagon just got more crowded, and maybe even more valuable!

White confesses UFC may change its viewership model based on “network” demands

Could Dana White’s UFC break up its broadcast rights across multiple platforms? Or will the promotion throw its lot in with a single streaming giant, one with deep pockets and a shiny new toy like the WWE! Netflix may not have said much, but its actions speak louder than press releases. The company inked a $5 billion, 10-year deal for Monday Night Raw, marking its first real leap into live sports. And guess what? WWE shares the same parent company as the UFC, TKO Group Holdings.

Here’s where things get interesting. Netflix has long balked at season-long sports. But the UFC? Fights year-round. No offseason. As such, Dana White shared during the UFC 314 post-fight press conference, “It depends on what ESPN or wherever else we go is looking for. Most of the times when you do these deals, you’re catering to what the network needs.”

TKO president Mark Shapiro echoed the same flexible mindset. Want to ditch pay-per-views entirely? Pay the right price, and the UFC might just make it happen. That price? Rumors suggest at least $1 billion per year. That’s more than triple the current $300 million annual deal with ESPN. When asked about it, White just grinned and said, “Sounds good to me!”

So, where does that leave us? In the middle of a high-stakes chess match, with Dana White eyeing his next move and media giants circling like hawks. ESPN still has a front-row seat, but Netflix, Amazon, and others might be waiting in the wings, ready to pounce. Will the Octagon land on Netflix’s global stage? Will ESPN throw another haymaker to keep its grip? Or will an underdog emerge with a knockout offer? Let us know your thoughts in the comments below!