Dana White Wants $10 Billion for UFC's Next Media Rights Deal

The UFC's $7.7 billion deal with Paramount is barely a year old, and Dana White is already putting a price tag on the next one.

"I want $10 billion after we get out of this deal," White said, per Boxing News. "The way that you do that is by adding value to their company."

The current seven-year agreement, which began in January 2026, made Paramount Plus the exclusive U.S. home of all UFC events and replaced the old ESPN Plus pay-per-view model. At roughly $1.1 billion per year, it was widely described as an above-market deal when it was announced.

White's view is straightforward: if the UFC can grow Paramount's subscriber base and deliver consistent ratings over the length of the contract, the next bidding war will push past eight figures per year. That math would put a new deal somewhere in the $10 billion range over a similar term.

The deal doesn't expire until 2032, so this is White setting the table years in advance. It's also a signal to fighters, agents, and rival promotions about where White sees the UFC's trajectory.

White has also recently claimed the UFC is now among the top four sports leagues in America, a statement that would put it alongside the NFL, NBA, and MLB in terms of cultural footprint if not raw revenue.