A New Era for UFC: Early Start Times and Paramount Partnership
The Ultimate Fighting Championship (UFC) is ushering in a new era with its broadcast partnership with Paramount, set to commence on January 24, 2024. This partnership marks a significant shift in the way UFC events are presented, with a notable change in the start time for major numbered events. The main card for UFC 324, which takes place at the T-Mobile Arena in Las Vegas, will kick off at 9 p.m. ET/6 p.m. PT, one hour earlier than the traditional 10 p.m. ET/7 p.m. PT start time. This change is expected to be permanent, as confirmed by UFC officials, and it aligns with the company’s strategy to enhance viewer accessibility and convenience.
Historical Context and Previous Attempts
This is not the first time the UFC has experimented with earlier start times. Several years ago, the promotion briefly tried an earlier start time for pay-per-view (PPV) cards, but it was short-lived, with the UFC eventually reverting to the regular 10 p.m. ET start time. However, the current landscape of streaming services and changing viewer habits has prompted a more permanent shift. The move to Paramount+ and the earlier start time are part of a broader strategy to attract and retain a wider audience. By starting at 9 p.m. ET, the UFC aims to cater to fans who might have been deterred by the later start time, making the experience more accessible, especially for those with early commitments or family responsibilities.
The Paramount+ Era
The shift to Paramount+ is a significant departure from the traditional PPV model, as all UFC events will now be available under the standard subscription price for the streaming service. This move reflects the growing trend in sports and entertainment towards subscription-based models, offering fans a more affordable and flexible way to enjoy their favorite events. While all UFC events will be available on Paramount+, some cards may also air on CBS, though this is not expected for the launch event, UFC 324. The transition to Paramount+ is seen as a way to expand the UFC’s reach and engage a broader audience, particularly in the digital space.
The Final ESPN Event and Upcoming Schedule
The UFC’s final event with ESPN is scheduled for December 13, 2024, at the UFC APEX. Following this, the next event is UFC 324 on January 24, 2024, and the subsequent event, UFC 325, is set for just one week later in Australia. The full UFC schedule for 2025, including standard Fight Night events, has not been fully announced yet. This gap between events allows the promotion to build anticipation and marketing momentum for the upcoming events on Paramount+. The transition period also provides an opportunity for the UFC to refine its approach to content delivery and fan engagement on the new platform.
Headlining Events: UFC 324 and UFC 325
UFC 324 is headlined by an interim lightweight title fight between Justin Gaethje and Paddy Pimblett, two of the most exciting and dynamic fighters in the division. Gaethje, known for his intense and aggressive style, faces off against the rising star Pimblett, who has quickly gained a following with his charisma and fighting prowess. The co-main event features a highly anticipated bantamweight title bout, with Kayla Harrison defending her title against the formidable Amanda Nunes. This matchup is a significant draw, as both fighters are at the top of their game and have a history of delivering memorable performances.
Looking Ahead: The Future of UFC on Paramount+
UFC 325, scheduled for January 31, 2024, in Australia, continues the momentum with a featherweight champion Alexander Volkanovski facing Diego Lopes in a rematch. Volkanovski, the reigning champion, previously defeated Lopes by unanimous decision, and this rematch is expected to be a highly competitive and exciting bout. As the UFC moves forward in its partnership with Paramount+, the focus will be on leveraging the platform to provide high-quality, engaging content that resonates with both existing and new fans. The earlier start times, combined with the affordable subscription model, are steps in the right direction for a sport that continues to grow in popularity around the world.
