Netflix CEO delivers clear stance on UFC's $1B pitch as ESPN deal nears end

Key highlights

• UFC's search for a new broadcast partner hit a snag as Netflix CEO Ted Sarandos deemed their reported $1 billion annual demand unacceptable.
• Despite failed exclusive negotiations, UFC CEO Dana White maintains a positive relationship with current partner ESPN as they explore other network options.
• While Netflix initially rejected the high price, a reporter suggests their stance could change, drawing parallels to their eventual $5 billion deal with WWE.

UFC encountered another hurdle in its broadcasting partnership search because Netflix CEO Ted Sarandos clearly stated that the promotion's reported $1 billion annual request was unacceptable. UFC CEO Dana White stated that they have started looking for new broadcast alternatives after their exclusive negotiation period with ESPN ended without reaching an agreement because ESPN allegedly showed discontent about declining pay-per-view sales and roster star power.
Dana White maintains a positive relationship with ESPN despite failed negotiationsDespite failing to reach an agreement during their exclusive negotiation period, UFC CEO Dana White has expressed nothing but appreciation for the promotion's outgoing broadcast partner. "I like ESPN. I've said it many times," Dana White told MMA Junkie. "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."

Dana White acknowledged that Tuesday marked the opening of their window to begin discussions with other networks, though the specific details of potential partnerships remain unclear. "We do what works for the network – what do they want to do? Do they want to just put it on their air? Do they want to do pay-per-view? Do they want to put it behind a paywall?" White elaborated.

"Our live event strategy is unchanged... we remain really focused on the big, breakthrough events," Ted Sarandos stated when asked about the UFC rights situation. "Our audiences love them... live is a relatively small part of our content spend," the Netflix co-CEO added, seemingly pouring cold water on rumours of an imminent deal between the streaming giant and the world's premier mixed martial arts organisation.
MMA reporter suggests Netflix could change stance despite initial rejectionVeteran MMA reporter Damon Martin thinks Netflix could pursue broadcasting rights for the UFC even though Sarandos seemed uninterested. Damon Martin observed that streaming giant Netflix first displayed this attitude until it reached a $5 billion agreement with World Wrestling Entertainment (WWE) in 2019, which could indicate such a deal for the UFC.

Industry experts suggest that UFC could become a natural acquisition for Netflix since WWE already exists under their umbrella, but Netflix first refused to accept the $1 billion annual price.

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Fans can continue to watch UFC events on ESPN platforms until the current deal expires, with the promotion's broadcasting future remaining one of the most significant business storylines in combat sports for 2025.