Dana White and the UFC are facing another lawsuit, with fans challenging pay-per-view prices during the promotion’s $1.5 billion broadcast agreement with ESPN.
The proposed class action focuses on pricing decisions made throughout the ESPN era, when pay-per-view costs increased over time.
At the centre of the case is whether consumers were required to pay inflated rates to access top-tier MMA events.
Fans allege inflated prices during ESPN pay-per-view era
A new complaint seeking class action status has been filed by plaintiffs Alana Costantino and Kyle Nicholson on behalf of themselves and others in a similar position.
The lawsuit names Zuffa LLC and TKO Group Holdings Inc. as defendants and centres on pay-per-view pricing under the ESPN distribution framework.
The complaint states that customers were required to pay above-market prices to watch pay-per-view-level UFC events. It argues that the structure of the broadcast arrangement contributed to higher costs for viewers.
“Defendants have forced Plaintiffs and Class Members to pay inflated prices in order to view pay-per-view-level offerings of mixed martial arts events…”
By December 2025, the standard UFC pay-per-view price had risen to $79.99 during the ESPN partnership. The plaintiffs are seeking compensation tied specifically to purchases made during that period.
ESPN not named despite prior comments on pricing control
Although the lawsuit names Zuffa and TKO, ESPN-Disney is not included as a defendant despite acting as the UFC’s broadcast partner during the period referenced in the complaint.
The omission is notable given the network’s involvement in pay-per-view distribution.
Dana White had previously indicated that ESPN controlled pay-per-view pricing decisions during the term of the agreement.
The UFC’s recent $7.7 billion move to Paramount has seen them abandon the pay-per-view model and is available direct-to-streaming for fans.
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