UFC reportedly has deal with FOX; Network has big press conference announcement set for Thursday

The rumor merry-go-round continues to twirl with regards to the UFC and a new television deal.

First it was the Wall Street Journal reporting that Zuffa (parent company to the UFC) was closing in on a deal with Comcast/NBC. Now Sport Business Daily says FOX has stepped up to grab the mixed martial arts giant in a package that could be worth as much as $90 million per year.

In what would represent a major push into the mainstream for the UFC, Fox has agreed to a deal that will see the broadcast channel air as many as four MMA events per year, according to several sources. The multiyear deal would mark the first time the UFC will have consistent airtime on a broadcast network. Fox execs refused to comment on the deal, but sources with knowledge of the negotiations said bidding had gone as high as $90M per year. The Fox deal is believed to be for seven or eight years.

UPDATE: John Ourand from SBJ tweeted that FOX has a major announcement on the way later this week.

UFC president Dana White wouldn't confirm the deal to MMAjunkie.

"You guys will know when we have a TV deal," said White.

White appeared with Yahoo! Sports' Kevin Iole on Friday's "MMA Insiders" on ESPNRadio1100/98.9 FM in Las Vegas.

"We do not have a deal. We're out there talking to everybody. When you're out there talking to everybody there's going to be lots of rumors," White said (19:10 mark). "In a perfect world, what would really work out great is if you could be on CBS and FOX and Comcast/NBC. Just like the NFL is. That would be the perfect world, but this sport has a lot of room to grow."

White has been very selective over the years with the UFC's programming partners.

"I will not do a dumb deal. We're not going to do a deal that doesn't make sense. We could've been the first mixed martial arts on network television, but none of the deals made sense," White said. "And as you saw all those guys [that were on network TV like EliteXC on CBS] ended up going out of business."

The UFC has been looking for a multi-platform deal. The promotion would like programming on network TV and several cable channels. Currently, it's running live fights and additional programming with preview shows and past fights on Spike and Versus. That will change in a deal with FOX.

As part of the deal, most of the weekly programming that UFC has on Versus and Spike TV will move to FX starting in January. That includes several fight cards, plus shows like the reality series "The Ultimate Fighter." Fox-owned Fuel also will wind up with some UFC content. But rumors that Fox will rebrand Fuel as a UFC channel are not true, sources said. Fox was attracted to UFC programming, which has produced some of the highest viewership figures �-- and most attractive demos --� on Versus and Spike TV.

According to SBJ, Viacom-owned Spike dropped out of the bidding because of lagging numbers:

The UFC's talks with Viacom-owned Spike ended before that. Sources said Spike ultimately passed over concern that its UFC shoulder programming stopped growing. Shows like "Unleashed," "Knockouts" and "Countdown" averaged 1 million viewers in '05. This year, they are averaging 492,000. Spike holds the rights to UFC library programming through '12, including old fights and shoulder programming such as "UFC Unleashed."

The most recent live event on Versus actually trended up at UFC on Versus 5.

UFC's Sunday night event�in Milwaukee on Versus also drew 766,000 viewers from 9:00-11:09pm ET, marking the net's most-viewed program for the week ending August 14. That figure is up 3% from 744,000 viewers for the last UFC event on Versus on June 26.

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