Dana White and the UFC are making some big moves.

The UFC’s exclusive broadcasting contract with Fox Sports expires at the end of 2018, and negotiations are already in progress for the next big deal. Although most of the particulars are confidential, President Dana White told the Wall Street Journal that the UFC is considering digital platforms as well as cable networks. Shunning major cable networks would be a massive transition for the UFC, even if they did sign with a well-established digital platform.

White said the world is changing. His kids don’t watch television and are constantly on their phones. Three-hour football or baseball games are not the type of events that excite the youth anymore.

“That’s why I love my content. My content works. My content is quick, exciting and fun to watch on any platform.”

White also referenced the deterioration of ESPN’s ratings, and praised the trend of over-the-top or OTT (non-TV) services supplanting traditional networks.

“I think where you really see it is, look at ESPN,” White said. “Look at how powerful ESPN was five years ago, what they were getting per sub. Their subs are dropping. They’re scrambling to figure it out right now. There’s no doubt that the internet and OTT is where it’s all going. So, it’ll be interesting to see when the smoke clears who’s still around and who’s not.”

Of course, this could be another masterclass in negotiating tactics from the veteran businessman. But the truth is that one of the UFC’s biggest assets is its digital infrastructure and ability to produce shows without the support of huge networks. This gives it freedom and versatility as a business. Whatever deal the UFC signs, it will drastically influence the development of MMA for years to come.

“Fighting, it works everywhere, all across the planet,” White said. “Now with technology, we’re getting to the point I always dreamed about. I always used to say, ‘We’ll take this thing all around the world, build a fanbase, build some talent in every country around the world and then we’ll get to a point in time where everybody can watch it at the same time — on the same platform.’ We’re getting to that day.”

Do you think the UFC will leave the Fox deal behind?

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