The NBA is expected to finalize a broadcast rights deal worth over $70 billion with ESPN, Amazon, and NBC Sports, while the UFC prepares for upcoming negotiations on its own broadcast rights deal amidst interest from multiple potential bidders including Warner Bros. Discovery and Amazon.
The next major domino in the multi-billion dollar sports broadcast rights business should soon fall. The NBA is expected to ink a deal worth over $70 billion, with ESPN, Amazon, and NBC Sports likely footing the bill.
Despite NBA audience ratings staying somewhat stagnant post-pandemic, the thirst for live content keeps driving broadcast rights deals higher. Once the NBA finalizes its deal, UFC becomes the next major player in the market.
Currently, UFC is working through a seven-year contract at ESPN that ends in 2025. Negotiations for a new broadcast rights deal are expected to begin in the next several months.
It’s tough to imagine ESPN won’t make a competitive bid to keep UFC. The organization drives viewers and subscribers to its streaming service ESPN+.
That said, ESPN has many irons in the fire right now. A new shared sports streaming service is launching later this year alongside Warner Bros. Discovery and FOX.
ESPN also plans to launch a standalone streaming service eventually. Plus, they’re part of that massive $70 billion package to keep the NBA.
Disney owners have continuously spoken about controlling costs as more viewers cut the cord. If three major networks land NBA rights, Warner Bros. Discovery could be left out in the cold.
Warner Bros. Discovery has had a long-running relationship with the basketball league. Losing NBA would leave them with deals in Major League Baseball, NASCAR (starting 2025), NHL, and some college sports.
Could losing NBA make Warner Bros. Discovery a major suitor for UFC broadcast rights? “Listen, I think everyone is kicking the tires and is interested in making a bid,” UFC CEO Dana White told Sports Business Journal when asked about Warner Bros. Discovery potentially snagging it.
There’s no shortage of potential players vying for UFC’s TV deal. In prior negotiations, Amazon made a significant bid and nearly landed the entire package.
Netflix has also become a player in live sports programming after landing an NFL Christmas day package and signing a huge $5 billion deal for WWE’s flagship show Monday Night Raw starting 2025.
WWE is part of TKO Group Holdings—the same company that owns UFC. While many parties are interested in UFC’s broadcast deal, White said he’s actually happy with ESPN right now.
That doesn’t necessarily mean ESPN has an advantage over competitors though money talks loudest in these negotiations.
“Yeah, everyone is kicking the tires,” White said again emphasizing interest from multiple parties but noting his good relationship with ESPN despite past headbutting.
ESPN maintains an exclusive negotiating window starting January 2025 to secure a new deal with UFC but reaching an agreement seems unlikely until other suitors start bidding after this window closes.