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Paramount Skydance Corporation has signed a seven-year, $7.7 billion exclusive US media rights agreement with UFC’s parent company, TKO Group Holdings. This is the first major strategic move following the merger with Skydance and will make Paramount the exclusive home of all UFC events in the United States beginning in 2026.
Under the agreement, Paramount+ will stream the complete UFC schedule, including 13 numbered pay-per-view events and 30 Fight Nights each year, at no additional cost to subscribers. Select high-profile events will also be broadcast on the CBS network, enabling broader reach for premium sports content.
Paramount CEO David Ellison called the deal a major win, highlighting the value of adding a year-round, must-watch sports franchise to the company’s streaming line-up. He pointed to live sports as one of the most effective drivers of subscriber growth and platform engagement, an increasingly competitive arena as audiences move away from traditional television.
The financials are equally significant. The agreement lifts the average annual payout to $1.1 billion, more than double the outgoing deal with ESPN. The model also abandons UFC’s traditional pay-per-view system, with the aim of widening access and building sustained audience loyalty.
The timing is strategic. The UFC deal arrives just after the $8.4 billion merger that created Paramount Skydance, positioning the company as a media and technology heavyweight. Securing exclusive UFC rights strengthens Paramount+ and reduces reliance on the company’s more volatile linear television assets, reflecting a decisive shift toward streaming-led growth.
For marketers and advertisers, the implications are substantial. The UFC partnership creates a unified platform for premium live content across both digital and broadcast channels. Brands can tap into a highly engaged, younger-skewing audience that is often missed by traditional TV campaigns. The potential for integrated marketing initiatives spanning Paramount+, CBS, and UFC events opens new opportunities for creative and targeted engagement.
This is not just another sports rights deal. It is a calculated bet on live sports as a cornerstone of the streaming wars and a clear signal of Paramount Skydance’s intention to reshape its content strategy around year-round, globally popular properties. With UFC in its corner, the company is making an aggressive play for relevance, reach, and revenue in a crowded digital entertainment market.
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