Dana White Explains Why UFC Events Have So Many Ads Now

The CEO and President of the Ultimate Fighting Championship (UFC) has responded to the recent criticism.

A Hermon High School alum known for never playing it safe, he’s continuing his reputation as a risk-taker with his latest move away from the UFC’s traditional pay-per-view model and into a new era of streaming.

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Just one show into the UFC’s new Paramount+ era, there are already questions about how the broadcasts are being presented, particularly when it comes to advertising.

While UFC 324 largely ran smoothly and featured a well-received main event between Justin Gaethje and Paddy Pimblett, fans voiced frustration over the volume of advertisements.

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Much of the backlash focused on ads that cut into walkout entrances and between-round moments.

Dana White later said, in response to this, that increased ads are simply part of the business under the UFC’s new $7.7 billion subscription-based deal.

Telling reporters after the event that, under the UFC’s new $8.99 subscription model, the Paramount partnership is still a work in progress.

Additionally, White noted that the broadcaster ultimately controls the format. With the UFC–Paramount deal running through 2032 and another event set for next weekend in Sydney, he said there’s plenty of time for both sides to fine-tune the presentation moving forward.

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And there you have it! Dana White has defended the number of advertisements the UFC currently has — and says they will likely continue moving forward.

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