UFC executives believe they have surpassed hockey as one of the biggest sports in the U.S., citing record revenue, sold-out events, major sponsorships, and television ratings that reportedly outperform the NHL.
Dana White’s always been a big dreamer. He’s had this vision of making UFC the world’s top sporting brand. He’s not quite there yet, but hey, he’s closer than you might think.
Some folks within the UFC think they’ve already knocked one of the big four off their perch in the U.S. sports scene. That’s what Mark Shapiro, president of TKO Group Holdings, seems to believe.
UFC’s growth in recent years has been nothing short of phenomenal. The global pandemic? Barely a hiccup. Record revenues, sold-out events, big-name sponsors, and TV ratings that make hockey look like a minor league sport.
Shapiro’s been around the sports block a few times. He’s seen the big four – football, basketball, baseball, and hockey – dominate. But now? “What are you talking about?” he quips.
UFC’s not just mainstream now. It’s one of the big four. The TV ratings on ESPN and ESPN2 make the NHL look like a minor league. Even during the playoffs, UFC’s viewership dwarfs hockey’s.
The ratings UFC gets compared to the NHL? It’s not even a contest. That’s why Shapiro thinks MMA has overtaken hockey as one of the biggest sports in the U.S.
A regular UFC Fight Night on ESPN? Double-digit ratings. Beats the NHL hands down. The demographics? Up by 20 to 40 percent.
Shapiro’s not trying to diss the NHL. He’s a big Chicago Blackhawks fan. But as he sees it, the NHL’s just not in the same league as UFC.
A big chunk of UFC’s business is behind a paywall, through a subscription service at ESPN+. Plus, there’s the monthly pay-per-views, which bring in a ton of revenue.
Shapiro’s not just talking about the UFC events that air on ESPN. He’s talking about the whole shebang.
When he talks about those ratings, he’s not even including what they’re doing on ESPN+. That’s not public knowledge. But it’s big. “We’re in a great place,” he says.
Shapiro’s got a chance to back up his words later this year. UFC’s broadcast agreement with ESPN is up in 2025.
The NHL signed a new seven-year deal with ESPN in 2021. The deal included rights for 25 games, half the playoffs each season, and the Stanley Cup finals in four of the seven years. ESPN reportedly coughed up around $400 million per year for that.
Many people think UFC will be looking for a big increase in sports rights fees when they start negotiating a new broadcast rights deal. Some are even suggesting they might be looking for more than $3 billion for a multi-year contract.