UFC president Dana White continues to demonstrate his skill in maximizing the potential of his billion-dollar promotion. Recently, UFC and its parent company, TKO, grabbed headlines by signing a $7.7 billion, seven-year deal with Paramount, set to start 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 for the future.
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. Under this new arrangement, the streaming platform OTT will deliver content directly to fans, 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 Paramount umbrella.
ADVERTISEMENT
Article continues below this ad
Dana White Follows NFL and NBA Playbook to Supercharge UFC and Boxing
TKO’s Instagram page highlighted Dana White’s announcement: “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.
ADVERTISEMENT
Article continues below this ad
Earlier this year, the Bossman brought it back with the Canelo vs. Crawford fight, produced in partnership with Saudi boxing promoter Turki Alalshikh. 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, 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.”
Read Top Stories First From EssentiallySports
Click here and check box next to EssentiallySports
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 next year.
White 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 promotion. Looking ahead, he plans to launch his own boxing league 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. 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.
ADVERTISEMENT
Article continues below this ad
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 will this Contender Series-style structure attract boxing fans who are used to high-profile bouts? Share your thoughts below.