Analyst predicts CBS will be ‘contender’ for UFC rights

As the UFC takes its media rights to market, one analyst believes CBS could get in the octagon.

Speaking with Business Insider, Rich Greenfield of the media research firm LightShed Partners expressed his belief that CBS will likely bid on UFC rights following Paramount’s recently approved merger with Skydance.

“I would be shocked if you didn’t see more sports on CBS,” Greenfield said. “I think they will be a contender for UFC rights. You’ve seen David Ellison multiple times in the past year sitting in the front row, cage side with Ari Emanuel [CEO of UFC parent company TKO Group], and with [UFC CEO] Dana White.”

UFC’s current broadcast agreement with ESPN is set to expire in December. It’s widely expected that the fighting promotion will split its package between multiple partners for its next deal. Last month, White referred to the possibility of splitting UFC’s inventory as “likely,” and that the circuit would have its deals signed by September.

Skydance should officially take over operations of Paramount in the coming weeks, per reports, meaning the new leadership should have plenty of time to give CBS Sports executives a directive regarding a potential UFC bid.

Prior to the merger receiving regulatory approval earlier this month, The Athletic’s sports media reporter Andrew Marchand indicated that new ownership would be inclined to make a splash in live sports. “When they make that deal, I think [Skydance CEO David] Ellison and Co., they want to spend,” he said. “I think they get bigger into sports. I think they’re going to be bigger players.”

With Formula One seemingly headed to Apple TV+, UFC is one of the lone remaining premium live sports properties still on the market. If CBS and its new ownership wants to make a splash early, inking a deal with UFC would certainly fit that profile.