The Bill Simmons Podcast The UFC Cashes In, Plus a Truly Riveting 1990s Cowboys Documentary With Ariel Helwani, Cousin Sal, and Bryan Curtis
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Aug 12, 2025 
Ariel Helwani, a renowned MMA journalist, joins Cousin Sal, a comedic fixture, and Bryan Curtis, media expert, to dive into the UFC's groundbreaking $1.1 billion streaming deal with Paramount. They discuss its implications for fans and fighters, highlighting potential shifts in how the sport is consumed. Later, nostalgia takes center stage as the trio reminisces about the legendary 1990s Dallas Cowboys and the new documentary exploring their era, reflecting on pivotal moments, team dynamics, and the cultural impact that still resonates today.
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TKO Split Rights To Maximize Revenue
- TKO has carved up rights across many partners and could still sell remaining pieces like Contender Series or library rights.
- The group's strategy maximizes revenue and leaves flexibility for future licensing deals.
Deal Reduces UFC's Financial Pressure
- From UFC's perspective the deal is a no-brainer: huge guaranteed income with less pressure to chase megaboosting superstars.
- Control shifts: Paramount now faces pressure to sell and grow the product, not the UFC brass.
Young Fans Win But Viral Reach Could Suffer
- Younger fans will benefit from easier access and reduced piracy friction, but social clip circulation may decline without ESPN's amplification.
- Paramount risks losing organic viral moments that drove UFC growth on ESPN's platforms.