UFC media rights shifts and Max Holloway’s BMF title plans
WME/IMG seeks a $450 million annual media deal that could grant new partners influence over fight card matchmaking. Meanwhile, Max Holloway proposes that Mark Coleman present the BMF title following his upcoming bout against Justin Gaethje.
Shifts in promotional control
WME/IMG owns the UFC after a sale exceeding $4 billion. The promotion currently seeks a media deal worth $450 million per year to replace the Fox Sports agreement that earns $115 million annually. This new package contains four annual broadcasts and six annual cable events alongside weekly programming. The media rights package includes four annual broadcasts and six annual cable events, which closely mirrors the current rights that FOX Sports 1 holds for the promotion’s regular programming. However, media executives suggest that a winning bidder might influence which fighters appear on specific pay-per-view events. This shift threatens the autonomy the promotion maintained under the Zuffa regime. The organization could also shift all show production costs to the new media partner. WME/IMG will continue to operate the pay-per-view aspect of the business independently.
| Media Rights Specification | Details |
|---|---|
| Target Annual Revenue | $450 million |
| Current Annual Revenue | $115 million |
| Annual Broadcasts | 4 |
| Annual Cable Events | 6 |
The loss of match-making control remains a grim prospect for the organization. Will the new media partners prioritize network interests over the integrity of the fight cards? You might find it surprising that such a high price tag dictates these specific fight pairings.
Holloway and the BMF legacy
Max Holloway wants Mark Coleman to present the BMF title following his bout against Justin Gaethje. This symbolic title began at UFC 244 when Dwayne Johnson presented it to Jorge Masvidal. Masvidal later handed the belt to Gaethje at UFC 291 after Gaethje defeated Dustin Poirier via knockout. This title first emerged from the November 2019 match between Jorge Masvidal and Nate Diaz. Holloway suggests Coleman because the former champion recently survived a house fire that nearly killed him. Coleman saved his parents during the fire, but he lost his dog, Hammer. Holloway believes Coleman’s survival showcases the "Baddest Motherf**ker" spirit. Holloway told MMA Junkie that having Coleman present the title would be "sick" and an "honor."
UFC 331 fight card
UFC 331 includes a flyweight title rematch between Joshua Van and Alexandre Pantoja. Pantoja, who carries a 27-6 record, fights to reclaim the belt he lost to Van last December after suffering an injury in the first round. The co-main event contains Arman Tsarukyan against Mauricio Ruffy. Tsarukyan holds a record of 22-3, while Ruffy holds 14-2. The winner of this bout likely earns a title shot against lightweight champion Justin Gaethje.
The card also includes Patricio Pitbull, who holds a 1-2 record since crossing over from Bellator, facing Doo Ho Choi. Doo Ho Choi enters this matchup on a three-fight winning streak. Renato Moicano and Brian Ortega finally complete their rescheduled fight after Ortega withdrew from their previous booking earlier this year. Alonzo Menifield and Iwo Baraniewski face each other in a light heavyweight bout to open the main card. The winner of the Tsarukyan and Ruffy bout likely earns a title shot against lightweight champion Justin Gaethje.
