UFC is returning to CBS for the first time in over a decade, but will this renewed partnership revitalize the sport’s broadcast presence, or will it suffer the same fate as previous MMA ventures on the network? With two hours of UFC 326 airing live on CBS, and the full card available on Paramount+, the stakes are high for both the promotion and the network. Is this a sign of a new era for MMA on network television, or a brief experiment?
Key Takeaways
- UFC 326, headlined by Max Holloway vs. Charles Oliveira for the BMF title, will be simulcast on CBS for two hours, marking UFC’s return to the network since its deal with Strikeforce ended in 2010.
- The CBS simulcast will include the final hour of prelims and the first hour of the main card on March 7th, from 8-10 p.m. ET, while the rest of the main card will stream exclusively on Paramount+.
- CBS’s previous MMA ventures, including EliteXC and Strikeforce, were short-lived due to financial issues, brawls, and ultimately, the purchase of Strikeforce by Zuffa (UFC’s parent company at the time).
- UFC President Dana White is betting on the sport’s growth and the Paramount+ partnership, which includes all numbered UFC events and UFC Fight Nights, to make this CBS deal a long-term success.
Can UFC Break the Network TV Curse?
CBS’s history with MMA promotions is checkered, to say the least. In 2008, the network dipped its toes into the MMA world with EliteXC, showcasing the late Kimbo Slice. Their first broadcast averaged roughly five million viewers, proving there was an audience for the sport on network television. However, EliteXC quickly crumbled due to financial instability. Then came Strikeforce in 2009, which showed promise with Fedor Emelianenko’s debut on CBS peaking at nearly 5.5 million viewers. But an infamous brawl known as the “Nashville Brawl” effectively ended Strikeforce’s run on CBS. Now, over a decade later, UFC gets its shot on the network. Will the biggest promotion in the sport finally deliver a lasting presence on CBS?
The UFC and Paramount+ partnership could be the key to success. According to a Paramount+ press release, the deal includes “every UFC numbered event and UFC Fight Night… with the price of your subscription!” This consistent availability, combined with the allure of a network simulcast, could draw in a larger audience. “This is a strategic move to expose UFC to a broader audience,” said ESPN MMA analyst Ariel Helwani. “The CBS simulcast acts as a gateway, driving viewers to Paramount+ for the full experience.” The UFC is banking on stars like Max Holloway and Charles Oliveira to bring mainstream attention to the sport, hoping to finally break the network TV curse.
What’s at Stake for Holloway and Oliveira?
The main event of UFC 326 features a clash of styles and legacies, with Max Holloway and Charles Oliveira vying for the BMF title. For Holloway [https://www.espn.com/mma/fighter/_/id/2517448/max-holloway], a former UFC Featherweight Champion, this fight represents an opportunity to add another accolade to his already impressive resume. Holloway’s striking prowess and relentless pace make him a formidable opponent for anyone. Currently, Holloway is ranked #1 in the featherweight division [https://www.ufc.com/rankings].
Meanwhile, Charles Oliveira [https://www.espn.com/mma/fighter/_/id/233574/charles-oliveira], a former UFC Lightweight Champion, is looking to cement his status as one of the greatest submission artists in MMA history. Oliveira holds the record for the most submission wins in UFC history with 16. “Oliveira has shown incredible resilience throughout his career,” noted MMA analyst Josh Gross on The MMA Hour. “He’s faced adversity and always bounced back stronger.” Currently, Oliveira is ranked #2 in the lightweight division [https://www.ufc.com/rankings]. The BMF title adds another layer of intrigue to this matchup, as both fighters are known for their exciting and crowd-pleasing fighting styles. The winner will not only walk away with the symbolic belt but will also solidify their place in UFC lore. Betting odds slightly favor Holloway at -140, while Oliveira sits at +120, according to DraftKings [https://sportsbook.draftkings.com/].
Players/Teams Mentioned
- Max Holloway: ESPN Profile. Former UFC Featherweight Champion. Currently ranked #1 in the featherweight division.
- Charles Oliveira: ESPN Profile. Former UFC Lightweight Champion. Holds the record for most submission wins in UFC history (16).
- Dana White: Wikipedia Page. President of the UFC. Spearheading the partnership with Paramount+ and the return to CBS.
What This Means
- For UFC fans: This CBS simulcast offers a chance to introduce the sport to new viewers and potentially grow the fanbase, similar to the impact that the first NFL game on CBS in 1956 had on that league.
- For Paramount+: The UFC partnership provides valuable content that can attract and retain subscribers, with all numbered events and Fight Nights included in the subscription price.
- For Holloway and Oliveira: A win on network television would significantly boost their mainstream recognition and solidify their legacy as top fighters in the sport.
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Source: www.cbssports.com
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