Netflix looks like the potential partner for UFC

Dana White seems to be hinting at where the UFC will be in its next media deal. All signs point to a global streaming service, and Netflix may be the frontrunner.

Sportico reports on White’s latest comments on the Full Send podcast where he discussed what he wants for the next media deal for the UFC.

White stated that linear television, satellite and cable are on the decline. He noted that he wants to expand the reach of the product and is looking for global distribution.

This would leave one of the suitors Netflix, which already has TKO stablemate WWE as a partner. Thus far, the viewership has pleased Netflix and the opportunities to sell ad inventory (catering to the valuable A18-49 demo) during WWE programming has grown with more innovative ways to intertwine the brand with the ad.

Also, a potential partner would be Amazon’s Prime Video and Google’s You Tube. Also, Apple TV is out there with its current sports offerings of MLB and MLS.

Sportico offers the additional information that Netflix seems to be interested in big sport events which may mean that the UFC could split its media deal to include Netflix (for example, the UFC number events) and another (maybe linear) media partner for its Fight Nights.

Sportico notes that CBS may be a potential partner for the UFC as Skydance is completing an acquisition of Paramount. Behind Skydance, is RedBird Capital which is flush $4.7B and is known to pursue sports opportunities.

Although it looks like the UFC is on its way out, there is still some hope that ESPN will remain a media partner. Of course, the recent acquisition of NFL media assets including the NFL Network and Redzone might be evidence that it is moving on from combat sports. But, one never knows.

Payout Perspective:

While we may not know the final results of the UFC’s media deal until later this fall, we may deduce that Dana White is looking to expand its reach globally with an eye toward a streaming company that will not have the same hassles of traditional linear television. But, as discussed here, the UFC may look to split up its media rights to allow for the lesser Fight Night products to be associated with a linear partner.