In 2011, UFC’s broadcast deal with NBC fell through due to Vince McMahon’s refusal to allow another combat sport on the USA Network, leading UFC to secure a successful partnership with FOX instead, which ultimately proved beneficial as they later signed a lucrative deal with ESPN.
The UFC’s history is full of “almost deals,” and one of the most notorious involved Vince McMahon. The ex-WWE owner personally torpedoed what could have been a game-changer.
In 2011, the UFC was on the hunt for a new broadcast home after Spike TV. NBC emerged as the frontrunner, with Dana White confirming they were close to sealing the deal.
“So I’m on the 1-yard line, about to get a deal done with NBC,” White recalled on Stephanie McMahon’s What’s Your Story podcast. A major sticking point was airing The Ultimate Fighter on USA Network.
After intense negotiations, NBC agreed to the demand. But just when it seemed like a done deal, a shocking twist emerged. Vince McMahon had veto power over any combat sports airing on USA.
At that time, WWE’s Monday Night Raw was dominating USA Network’s schedule. McMahon’s control was so absolute that he could block other combat sports from sharing the platform.
Desperate to salvage the deal, White and Lorenzo Fertitta flew to WWE headquarters. They hoped to convince McMahon to allow the UFC on USA.
“We laid it all out for Vince,” White explained. Yet McMahon simply said, “I just don’t want you on it.” No further explanation.
With NBC off the table, UFC considered buying G4, a network focused on video games. But then they pivoted to FOX, crafting a historic partnership instead.
G4 was known for shows like Attack of the Show, where stars like Olivia Munn got their start. But ultimately, UFC never purchased it.
Reflecting on the past, White believes acquiring G4 would’ve been disastrous for UFC. “Life is crazy in these ways,” he mused.
Not long after UFC passed on G4, NBC shut down the network entirely. Meanwhile, UFC thrived with FOX before moving to ESPN in a lucrative deal.
Now back in negotiations for broadcasting rights, UFC seeks around $1 billion per year. A far cry from those uncertain days with NBC and McMahon.
McMahon’s decision to nix the NBC deal? Just part of his nature, according to White. He saw UFC as competition rather than potential partners.
“I think that [Vince McMahon] had this thing where he had to create that [rivalry],” White reflected. It was simply his way.
Ironically, McMahon later praised UFC after WWE sold to Endeavor. The merger formed TKO Group Holdings, though McMahon eventually resigned amid scandalous allegations.