UFC CEO Dana White continues to demonstrate why he is the most sought-after guy in sports to help run things. As if taking the UFC to almost a $12 billion valuation wasn’t enough, last month, White and TKO(UFC’s parent company) grabbed headlines by signing a lucrative $7.7 billion, seven-year deal with Paramount to broadcast all major UFC events on their platform beginning in January 2026. As their multi-year agreement with ESPN is set to expire by the end of this year, this move positions them well, at least for the next seven years, and almost doubles the last deal they had with ESPN.

Not only does this move secure a significant financial future for Dana White & Co., but it also reduces the burden on fans by lowering the hefty $79.99 pay-per-view cost for each event. Under this new arrangement, the streaming platform, Paramount+, will deliver content directly to fans—free of cost for subscribers—while select marquee fight nights will also air on CBS Sports, a clear win for both fans and the promotion. Now, taking another big step, Dana White is moving Zuffa Boxing under the same Paramount umbrella with his new deal.

Dana White follows the NFL and NBA playbook to supercharge UFC and Zuffa Boxing

UFC’s official X page reported the development: “Paramount+ will become the exclusive home of Zuffa Boxing throughout the U.S., Canada, and Latin America.” Meanwhile, TKO’s Instagram page highlighted Dana White’s latest announcement of their five-year deal with Paramount, saying, “I’m excited to bring great boxing events to a global audience. There are millions of boxing fans that will now be able to watch competitive fights with up-and-coming boxers as well as the biggest stars in the sport. Paramount will be the home for UFC and boxing fans to watch the greatest fights in combat sports.” With this move, White takes another stride in reviving Zuffa Boxing, which had remained inactive since the 2017 “one & done” crossover match between Conor McGregor and Floyd Mayweather.

Earlier this year, the 56-year-old, with the help of His Excellency Turki Alalshikh, revived Zuffa Boxing for the Canelo vs. Crawford fight. The bout, widely hailed as the fight of the year, streamed successfully on Netflix, marking a strong return for the once-dormant promotion. At the same time, White’s strategy is not entirely original; he drew inspiration from the NBA’s $76 billion, 11-year deal and the NFL’s $111 billion, 11-year broadcasting agreement. In explaining his approach and his intent to emulate the NFL and NBA models and doing away with pay-per-views, White told The Herd with Colin Cowherd:

“Well, the world is changing now. I mean, you know, all these streaming services… Here’s the thing about a streaming service: you can have tons of great programming. I can go watch it whenever I want, right? But live sports—you have to tune in at a certain time. I was waiting for the moment. I knew that they would eventually need live sports. And now you see them doing deals with the NFL, the NBA, and now us. It’s just been an evolution as cable continues to nosedive.”

Looking ahead, as Dana White prepares to launch his own boxing league, he has shifted Zuffa Boxing to Paramount for a five-year deal. The Canelo vs. Crawford fight, meanwhile, was a “one-time deal,” with White planning to relaunch and rebrand Zuffa Boxing for its actual launch next year.

UFC CEO gives fans a sneak peek at Zuffa Boxing next year

“Nobody knows what the f-ck I am doing,” said Dana White this month while promoting the Canelo vs. Crawford fight. White explained that he staged the bout primarily to honor his partnership and friendship with the Saudi boxing figurehead. Looking ahead, he plans to launch Zuffa Boxing next year, although specific details have yet to be revealed. Boxing has struggled in recent years, largely because of the Muhammad Ali Act, which has restricted UFC-style business models under its anti-monopoly provisions.

In response, White has become one of the most vocal supporters of the upcoming amendments with the ‘Muhammad Ali American Boxing Revival Act’. He argues that the changes will allow other promoters to invest in the sport, clearing the path for his league. White had originally intended to launch the league this year with the Canelo vs. Crawford fight, but timing and structural challenges forced a delay. In addition, White plans to pay his boxers using a structure similar to UFC fighters.

Explaining further about the league’s format, he said, “Basically, in 2026, I’m going to start my show, and what I’m going to do is basically like Contender Series. The best will fight the best, undefeated guys will fight undefeated guys, and what you will do is you will care about the first fight of the night, and not just the main event. So I will build stars, put on great fights, and then these guys will graduate and fight with Sheik Turki.”

White aims to make every fight meaningful, not just the headliners, while creating new stars for the sport. How well this Contender Series-style structure attracts boxing fans who are used to high-profile bouts, we are yet to see. But with the new deal, Dana White is definitely off to a good start. What do you think? Share your thoughts below.